Swimwear Outlook

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Cruise 2005
Swimwear Outlook
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D E S I G N E R
B R A N D E D
S W I M W E A R
One 2 One with our buyers and customers
H2O Brand Buzz:
Anne Cole
The Legend Behind the Line
Warnaco Brand in
Media
Nautica Makes a Splash
in Print and on Reality TV
Anne Cole Cruise 2005:
Matrix-inspired photo shoot...
The Designer's Take:
Interview with Anne Cole Collection Designer
Grant Leeds
Buyer Be-Wear
The Buyer Role in Promotion
PLUS
Behind
the
Seams
Featuring Bridget Quinn Stickline
of Water Water Everywhere
Fa s h i o n o n t h e G o
On the Road: Your Local Reps
Meet Warnaco’s
Leaders in Style
Swimwear Sales are UP
Nautica
Nvy/Wht Stripe Bikini - Top
Nvy/Wht Stripe Bikini - Bottom
H2O VIP
Membership Club
H20
Dear Swimwear Buyers,
Welcome to Cruise 2005 H2O
newsletter/magazine. You know
the names… Nautica (Active,
Signature, Separates, Collection,
Blue, Girls) …Catalina… Anne
Cole… New Axcelerate active line
and Choice Calvin Klein… now get to know
Warnaco, the name behind the hottest names in
swimwear.
CONTENTS
Featured Highlights
H2O Brand Buzz
This premier issue of H2O, Warnaco’s Swimwear newsletter, H2O, aims to provide you with the opportunity to see how passionate we are about our brands
and to give you an exclusive window into all the
new and exciting happenings at Warnaco, from the
latest styles and lines to selling tips from other buyers across the country.
We at Warnaco want to bring the excitement and
energy of our New York City team to our sales reps
all across America. Our merchandising team works
behind the scenes to entice customers into your
stores so you can boost sales and ROI. Leveraging
expertise from Olga® and Warner’s®, our sister companies in intimate apparel, we employ the newest
technology in structuring intimate merchandise to
make Warnaco a leader in the design of swimwear
that fits every body and shape.
Each issue of H2O presents an opportunity for us to
connect with you and keep you on the cutting edge
of swimwear fashion, whether it’s a sneak preview
of the newest lines, a glimpse inside the latest
Matrix-inspired photo shoot, or the inside scoop on
who’s wearing what. Enjoy!
Brand Heritage
The Legend Behind the Line: “Naughty Cole” Herself.
‘Button Down Sex’: A Heritage-Inspired Phenomenon.
Cruise 2005: The Designer’s Take: an in-depth interview with designer Grant
Leeds.
Choice Calvin Klein
A new swimwear line launches into the fashion world with incredible success.
Nautica
Latest styles for Cruise 2005, plus Nautica Woman: Horizons expanded with
Nautica’s Plus -size Launch. Nautica Girls Cruise 2005 at Play: Vibrant fun prints
and cool hibiscus screen prints, a playful approach to a younger swimwear generation.
Axcelerate
New brand launch: Bringing back the gold, the launch of Axcelerate celebrates
Olympic Medalists.
Warnaco Brands in the News
Anne Cole
In the lead for editorial coverage by major fashion magazines.
PR campaign helps retailers...
Take a sneak peek into the Matrix-inspired photo shoot.
Nautica
New plans Nautica has for this upcoming season.
Reality TV Show on the road… now starring your merchandise … coming to
cities near you.
The Buyer’s Role in Promotion
Buyer Be-Wear…This Issue’s Feature: Specialty Stores
Buyer Spotlight: Bridget Quinn Stickline of Water Water Everywhere
On the Road
Interview with Herb Nalitt: This salesperson of the season reveals tips,
exciting experiences, and how he helped retailers gain sales.
Warnaco 411
Warnaco Coordinator: The Warnaco “EMS team” travels the country to
ensure timely and accurate arrival of all merchandise. Learn how to make it all
possible, from eye-catching displays to selling tips.
KATHY VAN NESS
President-Designer Division, Authentic Fitness
Trade Shows- Merchandising
H20- quarterly
one 2 one with our buyers and customers is a quarterly “mini-magazine/newsletter” from Warnaco’s designer
group for specialty and retail customers. Please email all editorial inquiry to [email protected]
Produced and Created by:
MZ Inc. Advertising –
www.mziglobal.com
t. 212-366-5409
55 West 14 St . #4R
New York, NY 10011
Creative/Executive Director:
President of MZ Inc:
Mira Zivkovich
Editorial/research:
MZ Inc. Advertising editorial:
Lori Pendleton and Jessica Kendall
Production/coordination:
MZ Inc art direction/production group:
Adam Hoyle VP
Thank you to contributors:
Ann Cole, designer herself
Grant Leeds, Anne Cole Collection Designer
Bridget Quinn Stickline, Merchandise Manager for Water Water
Monica Kostelnik, Vice President Merchandising -Nautica Swim
Lana Todorovich, VP Sales Warnaco Designer Branded Swimwear
Lori Miller, Warnaco Marketing
Warnaco design and corporate staff
How hot shows create new buzz for the Warnaco line
Trade Shows are a vital venue to launch new collections, network with industry
insiders, and get the first scoop on trends and upcoming merchandise.
Hello from Warnaco—Meet Us
Leadership: Warnaco brands have the perfect fit!
Interview: Meet Kathy Van Ness and Lana Todorovich
H2O VIP Membership Club
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Nautica A La Carte
This Year’s Lines Give Women What They Want – and Then Some...
What Influenced
Women to Purchase
Nautica Swimwear
.
This year, when it comes to summer
fun and fashion, Nautica has left no
stone unturned. Consumer studies like
the one above show that women buy
Nautica swimwear because it fits well,
is priced right, and feels comfortable.
This year, Nautica swimsuits offer all
those things to women and girls of all
ages. But since variety is the spice of
life, Nautica has also added those
little personal touches and flairs that
make each brand its own unique
collection: NAUTICA SIGNATURE, NAUTICA
COLLECTION, NAUTICA SEPARATES, NAUTICA
BLUE, NAUTICA BEACH, NAUTICA GIRLS, NAUTICA
ACTIVE, and NAUTICA WOMAN.
H2O Brand
Buzz
NAUTICA’s Cruise 2005 Spotlight
New Cruisers
NAUTICA SIGNATURE
NAUTICA COLLECTION
As Nautica’s designer-level lifestyle swim collection,
Nautica Signature expresses and addresses the
fashion needs of the Cruise-goer extraordinaire.
The finest imported fabrics, sensual solids, tropical
print Palm Verdi, silk pareos, and playful Raspberry
Splash designs envelope the sophisticated vacationer in luxury style.
Focused on the Active “Soccer Mom” consumer,
Nautica Collection offers classic active looks complemented by easy, trendy cover-ups like the Boardie
Capri and Zip Pocket Boardskirt that feature allaround drawcord construction for fit ease. Pair updated
tankini tops with high waist bottoms for a look that
emanates performance and allure.
NAUTICA BEACH
NAUTICA SEPARATES
Featuring all natural fibers with clean modern
details, Nautica Beach provides lifestyle beachwear
with unique laundering for “worn-in” comfort.
Cover-ups enable you to go from poolside sunbathing to afternoon luncheons all in casual-chic
style.
Nautica Separates is geared toward the same consumer as Collection but offered in sporty, classic pieces
that are sold separately. The freedom to mix and
match halterkinis, high waist bottoms, belted
ring hipsters, and more, give Nautica Separates a
wide range of consumer appeal.
NAUTICA BLUE
The Nautica for Juniors, Nautica Blue’s fun surfinspired separates outfit the on-the-go youthful
lifestyle. Perfect for the girl who rules the waves, the
collection’s swim shorts, belted briefs, halters, and surf
shirts give her room to be cute without sacrificing her
competitive edge.
NAUTICA GIRLS
The sporty, trendy Nautica Girls collection offers fun
solids, contrast binding, and Nautica screen print logos. Surf-style boardshirts and boardshorts,
as well as bright new Hibiscus prints, cater to the lively
7-16 crowd.
NAUTICA ACTIVE
Launched this Cruise 2005, the new and exciting
Nautica Active collection speaks to the modern Active
Lifestyle. The collection screams “outdoor activity
and adventure” with active Cover-ups such as Nylon
Ripstop “Beach Breaker” and Yoga Pants that show the
collection’s true versatility.
NAUTICA WOMAN
Nautica Woman, for sizes 18-24, serves up the classics
with a modern flair, so women of all sizes and shapes can
be inspired and confident in flattering, sophisticated
styles in great colors and prints.
These days, swimwear is for swimming… and playing… and dining…
and relaxing. Whether at home or on
a cruise, today’s women are turning
their bathing suits into all-day attire
Mix and Match: these days, swimwear is for swimming… and playing… and dining… and
relaxing. Whether at home or on a cruise, today’s women are turning their bathing suits into allday attire, and Nautica is making a splash with new suits and sportswear-inspired cover-ups that
look hot and haute all day, everyday.
Even women on the go are making pit stops for cover-ups – sales have jumped 13% in the past
year. Nautica’s Cruise 2005 collections feature active cover-ups, nylon ripstop “Beach Breaker”,
and even yoga pants in innovative fabrics. Each piece turns a swimsuit into a versatile outfit,
whether you’re sitting poolside or at an afternoon luncheon. But cover-ups are only the latest twist
in Nautica’s timeless tale of classic style and quality.
“The typical Nautica customer looks for suits she can really feel confident in....one
that also allows her to be active,” says Monica Kostelnik, VP of Merchandising. That means
suits for every body. Nautica’s lines include tops with underwires, bra cups, and all-around builtin bras for added support, as well as tankinis that provide additional coverage. Nautica Active
Swimwear keeps women in style during outdoor adventures. Nautica Woman, for sizes 18-24,
serves up the classics with a modern flair, so women of all sizes and shapes can be inspired and
confident in flattering, sophisticated styles in great colors and prints.
This year, Nautica isn’t just making waves at the beach. Plans are underway for a reality show
to air in which contestants compete for the top prize in Nautica swimsuits. And there’s a
sponsorship deal in the works with Olympic volleyball champs Misty May and Elaine Youngs.
Piece by Piece
Nautica Lines Fit Today’s Active Women...
according to Monica Kostelnik, Vice President Merchandising for Nautica
H2O Brand
Buzz
Meet the Original California Girl - Designer
Anne Cole
is as unique and unstoppable as the designs she creates
Anne Cole offers each and every
woman a look that truly speaks
to her. Her lines empower
women and make them
“button-down sexy”. As she
reminds us, “A swimsuit should
reveal, not expose. The woman
should wear the swimsuit, the
suit should not wear the
woman.”
It takes a quirky, sassy, funny
woman to stay on top of the
swimwear game, but Anne Cole has
been doing it for years. As one of
the leading designers of swimwear
and accessories today, Anne Cole’s
fresh persona continues to dazzle
the fashion world – just like the
designs she creates.
Anne Cole is best known for
swimwear designs that bring
classic Hollywood style to
every body. This shouldn’t
be a surprise, given her
beginnings. Her father,
actor Fred Cole, founded
the swimwear company Cole
of California, where Anne began
working in 1951. “He wasn’t really interested in it,” says Cole,
“but his mother told him that he
really needed to get ‘a real job’. In
fact, I think he made more money
as a movie actor than he ever did
with the lines.”
Anne Cole nicknames:
“Naughty Cole”
“Meshin Impossible”.
Part of Anne Cole’s success
stems from her hands-on
approach to promoting her lines.
Never one to shy away from
opportunities to connect with her
customers, she sees her frequent retail appearances as a
grassroots method to tap the
minds of those who will influence
the next style. Her fantastically
dry humor, sassy attitude, and
tongue-in-cheek style make her a
warm and welcoming presence,
in particular her trademark invitation, “Come and talk to me
about your figure problems;
if you don’t have any, let’s
talk about mine”.
“What you really need in business is a sound sense of humor,”
says Anne Cole. “You definitely
have to laugh before you cry. I
just don’t take life too seriously.
It’s all about going out and doing
it.” It’s this attitude that has
earned her nicknames like
“Naughty Cole” and “Meshin
Impossible”.
Button Down Sex:
A HeritageInspired
Phenomenon
Cole of California
to Anne Cole today:
A TimeLine
1920 - Fred’s first fashion swimsuit introduction launched the Cole of California.
1930 - Fred Cole joined with famed
Hollywood costume designer Margit
Fellegi, one of many steps that incorporated the aspiration of Hollywood into their
swimwear. Fred revolutionized swimwear
with matlex, a rubberized thread with
stretchability. Fellegi later created the
“swoon suit”, a two piece suit made of
parachute material.
1940 - Cole led the trend by utilizing
celebrity endorsement. Esther Williams
began that for Cole’s collection that solidified their Hollywood glamour today.
1950 - Cole was the first to introduced
swimwear fabric, cotton, gold lame and jersey. Christian Dior designed his only
swimwear collection for Cole of California.
1960 - Anne named stylist and spokesperson for newly acquired New York showroom.
Cole’s new invention, the “Scandal Suit”
received worldwide attention as the best selling
swimwear collection in history.
1970 - Introduced silhouettes, prints, and use
of rich dyes on swimwear.
1980 - Anne launched her own signature line,
Anne Cole Collection.
1993 - Anne Cole Collection and Cole of
California bought by Los Angeles Authentic fitness corporation, now a part of Warnaco.
Heritage
Anne Cole, however, was quick to
capitalize on the Hollywood glamour
that had filled her youth, gaining
worldwide acclaim for her elegant
and innovative swimsuit designs
that graced stars like Liz Taylor. By
1960, she had established an office
in New York and became both the
creative force and spokesperson
for her father’s brand. Since launching the Anne Cole Collection in
1982, she has solidified her reputation for swimsuits that are designed
to inspire beauty and confidence.
Her tankini, created in 1988, is all
over beaches and poolsides today.
Twice honored by L.A.’s Otis
College of Art & Design as one of
fashion’s “most creative, influential and caring designers”, as
well as at the Dallas Fashion
Awards, Cole’s swimwear
designs continue to dazzle the
fashion world with each new
innovation – and Anne Cole herself continues to dazzle us with
her entirely approachable
demeanor.
Anne Cole:
“A Nostalgic
Overtone of
Pinup Allure”
Where do you get your ideas for this particular
collection?
A lot of inspiration for this collection came from what
Anne Cole stands for. I went back to the beginning and
studied what is working today and how I can update it. The
“Sheer Madness” group was an attempt to really show
mesh fabric in a new and innovative way. A lot of inspiration came from my personal love of the 1950s and 1960s.
What makes people stop, look, and say “wow” in
this collection?
The Anne Cole name is so recognizable among
swimwear that there is so much of a bigger and larger picture to saying “wow” then what is manifest in this newest
collection. Anne Cole has always stood for great color and
fit. Both of these elements are represented well in this collection, and will maintain a broad appeal to our core customer. But I think that the newness of details/trims and
the unexpected sportswear approach to the collection are
really going to appeal to customers that may not normally
consider Anne Cole swimwear. In a time where every major
designer sportswear collection is putting out swimwear, the
market is increasingly competitive — but we are Anne Cole,
we are synonymous with resort and cruise living.
Grant
Leeds lets us know what we can
Acclaimed esigner
expect from this highly anticipated new
line.
What is new and exciting in this collection? What are your inspirations for the
designs?
Our Country Club Story is timely because it
focuses on a key trend color, green, and our
Poolside Cocktails Story capitalizes on the color
successor to green, which is yellow. I wanted
swimwear to be both sophisticated and fun, elegant and whimsical. Amazing stripe and color
palettes really exude a sophisticated mentality,
and our large-scale ultra soft chiffon pareos also
have that same feeling. “And The Bead Goes On”
and “Global Warming” are two groups where the
prints are sportswear inspired, rather than
beach-esque prints.
A skirted maillot is a distinct throw back to
the trend of vintage inspirations, and feminine
shirring throws back to pin-ups like Betty Grable
and other icons of the 1950s. The “I Love Lucite”
group has great Lucite chains used as a belt and
strap detail. In a sea of silver colored metal
trims, we incorporated bronze colored trims,
which look rich and elite.
I decidedly took the approach that swimwear
doesn’t have to sacrifice great sportswear
details. The “Bow Derek” group has great bow-tie
details that are ultra feminine. Neckline silhouettes are reminiscent of sportswear rather than
conventional swimwear.
Taking menswear fabrics and infusing them
with very feminine details (skirts, pleats, pink,
bows, etc.) makes the “Saville Row” group one of
my favorites and something truly new to
swimwear.
What do retailers particularly love about
the upcoming collections?
Our entire Saville Row story has had great
buzz at the Newport Beach Sales Meeting, the
Miami Swim Market, and the New York Swim
Market. Our Seaside Resort color story of pool,
tobacco brown, and white was really captivating
as new and fresh.
Cruise 2005: The Designer’s Take
“We are Anne Cole..
we are synonymous with resort and cruise living.”
Interview with Anne Cole Collection Designer
Grant Leeds
What is the most interesting or unusual thing about you and your
work? What makes it memorable?
I want swimwear that no one has ever seen before. I want women to have a
lifestyle when they are in their swimsuits. I want a mindset. I want heads to turn
and people to notice the Anne Cole woman. Not flamboyantly, but I want even the
shyest Anne Cole Collection customer to be perceived as a woman who KNOWS how
to vacation right. Our woman looks great, her suit fits, she is pulled together. Our
suits allow her emphasis on what makes her confident and minimize what doesn’t. I
want the woman to have a great experience wearing it.
As Anne Cole swimwear designs reign confidently over the coveted top
style spots, Anne Cole Collection presents bright new selections in
swimwear. Reflecting vintage glamour and sophisticated femininity,
Anne Cole Collection harmonizes time-tested exceptional fit with
whimsical, fun colors and styles that promise to empower the
swimwear customer.
Anne Cole:
“She is the Woman
every Man wants and
every other Woman
wants to be."
H2O Brand
Buzz
BUYER SPOTLIGHT
This Issue’s Feature:
Specialty
Stores
The Buyers Role
in Swimwear
Promotion
Merchandise Manager Bridget
Quinn Stickline Sheds Light on
Warnaco and What Women Want.
Bridget Quinn Stickline
Merchandise Manager
Water Water Everywhere
Owings Mills, Maryland
Coming from a specialty store standpoint, what are your impressions of the
launches this season?
[BQS]: I was excited about the amount
of non-moderate looking product in the
market. I am in need of product that is
exciting, that is why we are a “specialty
store”. We do not want to look like a
department store swim department.
The amount of strong, saleable product
that stands out because of design has
been lacking in the contemporary/missy
market. This market looked better;
there seems to be a commitment to a
better customer, or to taking the current customer out of the color block
funk that she seems to be in and into
something exciting. There were actually a number of styles that I loved that I
was sure would not make it through
Miami and stay in the lines. But they
did.
With deeply rooted brands like Anne
Cole, Warnaco has a strong tradition of
success. Where do you see these new
lines heading in the future?
[BQS]: I hope that Anne Cole Studio, and
Nautica Signature strike a chord with my
specialty customer and allow us to develop
that into a better volume business. I understand the need for colorblocks and not reinventing the wheel, but my customers expect
to be excited by the products in my stores.
Every woman should own a suit that makes
her feel special every time that she puts it
on, that impacts her self-esteem. I think
that my customer deserves to feel amazing
about her swimsuit. That is why she shops
in a specialty store. I look forward to giving her more of that type of product that she
can really wear, flaws and all.
In your experience, what has grabbed the
attention of your customers most?
[BQS]: Color! She really responded to
color last season. I think that this carried
over from the ready-to-wear market. Pink
and green were among my best sellers, it
was really unusual. I think that it shows that
swim fashion is moving more like the pace of
ready-to-wear. I think offering more deliveries throughout the season has caused this to
happen.
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For 12 months ending May 2004, Specialty Stores was the largest channel of swimwear
distribution, with a 22% share of sales (NPD 2004), turning our attention to the specific
needs and concerns of these venues.
According to Bridget Quinn Stickline, these smaller specialty stores struggle most often
with crowding caused by excess inventory. While specialty shops allow the customer a
more intimate experience, small backrooms prove a challenge that in many stores across
the country has motivated a revamping of store layout and display. Seeking to avoid cluttered, unattractive heaps of no longer featured product, boutiques like Water Water
Everywhere seek out visual merchandising solutions that draw in, rather than dissuade,
customers. Condensing sold-down product between doors and other avenues helps to
create cleaner, sharper looks that maximize the use of available square footage for aesthetically pleasing displays.
Specialty Store displays for Warnaco collections in 2005 predict clean merchandising and
minimal interior signage. Merchandising will rely on the strength of the product and the
features that sell it rather than large, imposing, flashy banners. As the specialty customer
is encouraged to buy based on the freshest prints and colors, product is generally displayed in complementary color stories on fixtures or faceouts.
Leadership
Meet Warnaco’s Leaders in Style...
Lana Todorovich
Vice President of Branded Sales
Kathy
Van
Ness
President-Designer Division, Authentic Fitness
Kathy Van Ness has undeniably shown the
swimwear industry that she is ready to take the
industry by storm, and that she will.
As President of the Designer Division, Van Ness is responsible for design,
merchandising, sales, marketing and manufacturing. She brings to the
table 20 years of extensive and diverse experience in both retail and
wholesale, a vital tool she utilizes in brand development. Beginning her
retail career in Miami at Burdines Department Stores, Van Ness held various management positions. Following Burdines, she rose to the position
of Vice President of Merchandising for the Leslie Fay Companies. Van
Ness came to the world of Warnaco as she was named President of White
Stag in 1998, a division of the Warnaco Group. At White Stag her launch
of a direct sales and marketing venture for the brand with QVC demonstrated her tremendous aptitude.
The recent Micheal Kors licensing that Van Ness helped broker proves
her capacity to the industry, as she expertly juggles private label lines
and designer swimwear. “Differentiating brands by product cate gories is good for brand identity,” said Van Ness. As Warnaco welcomes Michael Kors and other exciting additions such as choice Calvin
Klein, Van Ness reiterates that she is focused on managing and growing
“Private label certainly
is important, but our emphasis for
growth will always be on our branded
designer business.” She remarked. Warnaco’s balance
each of the company’s brands.
between branded and private label business relies on intensely focused
brand management of each brand’s individual identity and consumer
demographic. As Van Ness said: “Our goal is to understand how
their business is related to the swim category and react to the
trends. Our manufacturing capabilities are global. We un derstand the branded perspective, from the mass marketer to
designer couture.”
Equipped with the philosophy that knowing the customer and what your
brand stands for is paramount, Van Ness and Warnaco find the perfect
niche for each brand through differentiating with diverse product categories such as status, fashion, junior contemporary, and modern.
In addition to her devoted energy at Warnaco, Van Ness remains
extremely involved as a member of the World of President’s organization
since 1989, and as Chairman of the Ethics Committee sponsored by the
Woodrow Wilson School of Princeton University.
As Vice President of Branded Sales, Lana
Todorovich is responsible for Anne Cole,
Nautica, Choice Calvin Klein and Michael
Kors sales. She brings to the Company a
unique blend of ten-years swimwear and
three-years sportswear experience, with
companies such as Gottex Swimwear and
Jones Apparel Group. She joined Warnaco in
2000 in the Ralph Lauren division, and was
named Vice President of Sales for Anne Cole
in 2002. In 2003, when Warnaco acquired
Nautica Swim, Lana managed the launch of
all seven Nautica divisions. Recently, she
was named the Vice President for Branded
Sales.
How would you describe your
2004 season?
Our Branded division had a very successful
season with very strong retail performance.
The number one retailing style in the country was the Anne Cole pink dot camikini. It
was a top performer the minute we shipped
it in November, and we continued shipping it
thru June. In the cover-up classification,
Nautica had six out of ten best performing
styles in the country. We are coming off a
very big success where our brands dominated the top performance list on the NPD
report for cruise and spring 04.
What are your new launches
for 2005?
In our Anne Cole complex we launched Anne
Cole Studio, in our Nautica company we
introduced Nautica Active swimwear. And
our launch of Choice Calvin Klein young contemporary line has caused quite a stir.
Choice was first introduced in the intimate
apparel arena with great success; we followed with swimwear launch in July, with
Choice Calvin Klein jeans scheduled to hit
the stores at the same time as swimwear, in
the December/January period.
What is the most interesting
business trend that you can
describe to us for Cruise
2005?
This year, our department and specialty
stores are looking to differentiate themselves and carve a product and assortment
niche that will make them different from
other channels of distribution. We are experiencing big increases for 2005 in our
Nautica Signature division, as well as significant bookings in our newly launched Anne
Cole Studio. Both of these divisions target a
designer customer who will only find
Signature and Studio product in the better
department and specialty stores. Another
trend that has been evident in the last few
years is the expansion of the separates category – and I believe that this trend is here
to stay.
Is there a special segment of
the market that you will be
addressing for 2005?
We are continuing our commitment to the
plus size arena, where we launched
Nautica Woman as separates this year. We
believe in giving this consumer well-made,
modern and innovative swimwear product.
In addition, this will be our second season
in the girls arena, with our Nautica girls 716 product line. The Girls line was very successful at retail last year, and we are experiencing substantial growth in this arena
based on that success.
What has inspired your work
with Warnaco?
“I truly believe that Warnaco is one of the
most exciting companies in the apparel
industry right now. It is no coincidence that
it made the top ten list of the most admired
companies by the Forbes magazine this
year. Warnaco swimwear is very diversified
with different product categories: status,
designer, junior, young contemporary – I
like to think of us as a swimwear mutual
fund. It is extremely rewarding and inspiring for me to participate in this business
renaissance, to be part of the process of
creating business strategies, and to work
with the incredibly talented and innovative
people at the company. I am particularly
inspired by Anne Cole’s energy and vision,
and by the leadership of Kathy van Ness.
What other aspects of your
job are important from your
perspective?
I also really enjoy working with buyers and
all levels of retail management. We run
large businesses together and over time
we developed close relationships based on
trust and mutual respect. It is truly unique
to work in such an environment, where
both internallywithin our company, and externally
– with our retail
partners, there is
so much inspiration, respect and
passion for our
work.
Warnaco Swimwear Group
In Store Merchandising Team
On-call to over 700
stores nationwide!
The Warnaco Swimwear Group’s In Store Merchandising Team will visit swimwear floors
this season with a staff that includes 12 full-time and 20 part-time professionals. These
retail marketing gurus travel the country to inform sales associates about the newest swimwear
trends, offer fit tips, share product information, and highlight proper display standards of all WSG
brands. They cover over 700 stores across the nation in key swimwear markets. They base
their rotation on store volume, and service many types of retailers – department stores, sporting goods
stores and specialty stores alike. If a retailer needs merchandising expertise, they should alert their
sales representative to check on the availability of a Merchandise Coordinator.
erchandising team plays a vital role in the success of the WSG brands
ds by
The in-store mm
educating both sales associates and customers on how the lines should be merchan dised, sold an
and worn. As we all know, purchasing swimwear, especially for women, can be very
intimidating. A well-educated associate who can correctly fit a customer with a suit will earn future
business for the store. In addition to continuous education, they make sure that all stock is processed,
placed in a good location on the floor, displayed properly, and signed properly.
Feedback is key, and the team reports constantly from the ‘point of sale’ (POS) with tools
such as digital cameras, cell phones and e-mail to keep the WSG customers and sales force aware of
what is happening on swim floors all over the country.
A fast read on new styles early in the season helps our accounts act to maximize business in a fast
performing suit or classification. Ability to quickly respond to sales or product issues is also
a critical tool early in the season to help pinpoint any possible problem areas and take action
before they affect business. A merchandise coordinator can help you identify missed opportunities in
your product selection and also in assessing the marketing /visual side of your business!
Merchandising Maverick and leader of the team, Jay Fitzgerald, stresses that a few tricks of
the trade can often freshen and help ‘pop’ your swim floor. ‘Many retailers look at merchandising to
set themselves apart from the competition. Proper merchandising certainly helps your customer visualize themselves in your product. Creating new displays does not have to mean waiting on new receipts.
To your customer a new and exciting display will mean fresh new product even though it may have
been on the floor for some time. Highlight walls are a great place to tell a ‘story’, but be sure to change
them often to offer appearance of newness and reflect trends. Layer solids in with prints and patterns
to give dimension. Show accessories with your suits to increase sales.
Cover-ups should be shown and if offering pareos, it would be
great to highlight the many different ways to wear them on a few
different displays. Separate brands and classifications on your
floor ( missy, separates, junior, etc.) to make it easy for the customer to shop. Try to use at least two or three fixtures or mannequins to
tell a story or show a collection, as one of anything does not mean much to a
customer. Color is very important. On an aisle or a wall, use bright colors
and patterns to attract customers, while having your basics close by.
Displays get tired so be sure to change them regularly. A fresh display does
wonders for business.’
Merchandising
411
Anne Cole
Bloomingdales
‘Many retailers look at merchandising to set themselves apart from the competition. Proper merchandising certainly helps your customer visualize themselves
in your product. Creating new displays does not have
to mean waiting on new receipts. To your customer a
new and exciting display will mean fresh new product
even though it may have been on the floor for some
time. Highlight walls are a great place to tell a ‘story’,
but be sure to change them often to offer appearance
of newness and reflect trends.
Jay Fitzgerald
On the
Road
Herb Nalitt has seen firsthand
how proactive salespeople in
specialty stores can boost store
sales by working with the customer. “They can tell why a suit
does or does not sell,” he says.
Herb himself knows how important
a strong relationship with customers is; he’s been developing
them during his 20 years in sales.
Putting
Customers
F I R S T
Salesperson Herb Nalitt
tells others how to close the sale
For Herb, listening to the customer has
always been the first step in sales. In fact, he
suggests taking an active interest in the customer
before selling. Ask questions about the customer’s
business before showing them the first style. As
Herb stresses: “The store buyer will
appreciate your taking an interest in their
business.”
Salespeople can go far by understanding what
sells within each store. Take into account how
important price may be and what other lines have
performed well. This advice holds true for both
new and existing customers. “If you have sold to
the account before, know how much they did in
both units & dollars along with how your me
rchandise performed.” Although this appears
basic, all too often reps dive right into selling, but
knowing more about the customer makes
the relationship between store and sales person stronger.
Anne Cole
“Be honest! Even if the truth costs you some
business at the time, it will pay off for everyone
(retailer, rep and company) in the long run. Return calls
(e-mails) promptly. Small problems just get bigger if
not addressed quickly.”
“Communicate. Call just to see how things are going.
Retailers appreciate the fact that some calls are not
about selling them something but to see how business
is and if there are any issues that need to be
discussed.”
“Don’t let any disappointments get you down. You can’t
get too high or low with each order. Sometimes the
results are not what you had anticipated, but as long as
you continue to give the effort the over all results will
be positive.”
Finally, the head office has an important role in the
sales process. Like the majority of salespeople, Herb
relies on support from corporate and retail ends of the
industry. “Warnaco is a world-class company, and
During his many years in the stores, Herb has
all I ask is to keep the information flowing.” He
picked up a wealth of tips and techniques for
selling to stores, and he shared a few of the most says. Warnaco, meanwhile, has consistently striven to
provide timely and accurate information about best
important traits a sales rep should have:
sellers, style changes, and delivery updates to make
sure Herb and his colleagues have the information they
need to do their job.
Tricks of the Trade Show
Warnaco Swimwear Group hooks up with buyers at the hottest trade shows
As a buyer, why would you want to attend a swimwear trade
show? For the same reasons that so many other buyers do: to
preview new styles from several designers and exhibitors at one
time; to get a first look at upcoming trends and product launches; to meet other buyers and get their insights into the trends;
and to build and strengthen relationships with other buyers,
salespeople and management.
Kathy Van Ness, president of the designer division, believes that
when it comes to trade shows, quality is more important than
quantity. The trade show committee puts all its resources into
only the biggest trade shows, so that each appearance on the
exhibit floor makes a lasting impression on as many buyers as
possible.
Warnaco brands didn’t appear at many trade shows this year,
but they did appear at the Miami swimwear show and Lyon Mode
City France, as well as the most important, influential and exciting show of the year: the Swim Association of Florida Cruise
show in July, where the latest products are previewed for the
upcoming cruise and spring seasons.
During the most recent Cruise Show, many of Warnaco
Swimwear Group’s newest offerings caught buyers’ eyes.
Nautica Blue targeted young contemporary buyers with flirty,
edgy styles for Juniors. Anne Cole Studio presented an unforgettable collection that celebrated sexy femininity with its use of
colors, cuts and fabrics. Finally, Axcelerate Active Sportswear,
which features technology from Speedo, appeared for the first
time.
Of course, it’s the buyers who attend these trade shows that
make them so fun and exciting, so if you want to get up close
with Warnaco’s design team, mark your calendars for next year’s
Miami show!
Warnaco Swimwear Gr
Makes Waves
Warnaco swimsuits attract million of eyes every day – and not just on the beaches! In Spring
2004, previews of Anne Cole and other Warnaco brands appeared in the hottest fashion
magazines on the newsstand, including
O: The Oprah Magazine, Seventeen, Marie Claire and Glamour
spired
n
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x
i
r
t
a
M
The Baltimore Sun, April 16, 2004
“When I started the Anne Cole line, one of my
theories was that a woman who was sexy knows
she’s sexy. She doesn’t have to wear something
plunged to the navel to know it.”
Anne Cole
ay
-Cruise 2005 at Pl
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STAY TUNED
Nautica Swimwer is Finding a Whole New Audience in an Upcoming
Reality Show
Think the Sports Illustrated Swimsuit edition. Now think live and
unscripted. As America sits mesmerized by reality TV, Nautica prepares to
steal the limelight from Survivor and The Apprentice with a new reality show
featuring Nautica Swimwear. The show will cash in on the success of last
year’s Fresh Faces competition, which searched for up and coming models
who would subsequently grace the pages of 2004’s Sports Illustrated
Swimsuit Issue.
The adventure and competition of the show are a perfect complement to
Nautica Swimwear, demonstrating the versatility of suits in an active
lifestyle. Week after week, the new Nautica collection will be featured on
the reality show, intensifying enthusiasm and anticipation for the collection.
Just as the reality show itself is front and center with global trends,
Nautica’s suits demand attention for their cutting edge design.
Scheduled to air over seven weeks, the show is already receiving intensive
radio and foreign press, in addition to the thousands of aspiring young
models clamoring to be included in the show. Be prepared when the show
comes to your town!
oup
s in the News
“Each of our brands has their own identity and consumer demographic.
Our brands goal is to understand how their
business is related to the swim category and react to the
trends.”
Kathy Van Ness
President,
Warnaco Swimwear Group
Bringing
Back the
Go
Axcelerateld
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ing
Putthe Wow! in Workouts
Warnaco Launches New AxcelerateLine
for Workouts and More
“Come look at me!” You might not often say that, but your clothes can – if you’re
wearing Axcelerate, the newest line in workout gear from Warnaco. This season’s launch
of Axcelerate signals the perfect marriage of function and fashion with workout clothes
and cover-ups that help women go from sport to street in record time.
Axcelerate clothes come in a wide range of styles, colors and technical fabrics, drawing
from both the latest fashion trends and the timeless look and feel of workout clothes.
Now busy women of all ages can go from sport to street without missing a step. “We use
advanced technology that pulls the moisture away from the clothing making it an ideal
workout outfit [that’s] fashionable and hip enough to be worn on the streets,” says
Kathy Van Ness, President of Authentic Fitness’s Designer Division. “The product looks
new and screams ‘Come look at me!’”
To get this across to customers, Axcelerate’s launch campaign will include Olympic athletes wearing the brand, capturing the energy and excitement they bring back from
Athens. The launch will also get national and local coverage
in radio, TV, print, and the Internet, with stories about the newest trends in activewear
and interviews with Axcelerate’s design and merchandising team. Look for Axcelerate at
charity events and fashion shows, including Fashion Week in New York.
While the Axcelerate brand will get a little boost from its sister brand Speedo, these
clothes are in a class all their own. Axcelerate is a leader in a new trend in active wear,
featuring key materials such as Tactel Nylon, Micropoly, and Lycra, all with antibacterial
treatment and moisture management. Inspired by a fusion between athletics, life style,
and function, the Axcelerate designs are a blending of sport and spectator.
Shh….Look Out For
Choice Calvin Klein….
Selective new line to land in 2006
Approached to carry Calvin Klein’s new young women’s brand that speaks to youth’s desire to have
“choices” in their worlds, Warnaco looks forward to the upcoming release of Choice Calvin Klein. Drawing
on the deeper meaning with young women of the word “choice”, this line speaks to the
generation of women who have the freedom and the power to be anything they want to be. The women of
generation ‘Y’ have less limits than any generation of young women before, and are not confined to
traditional female roles. The sky is the limit for them. Choice Calvin Klein offers the unique dichotomy of
being both fun and serious.
Choice allows young women the freedom to express themselves in any way they see fit. With young
women spending approximately $4.5 billion in 2003 on apparel alone, Choice Calvin Klein aims to reach
that young woman who is diverse in race, culture, and religion, who feels encouraged to express herself
in a world with female role models, and is optimistic, creative, and social (TRU Fall 2003).
Buyers and retailers can expect a young, contemporary line that has been extremely well-received in
pre-release reviews. Be prepared for Choice to astound the industry in 2006.
In the
Media
New York Showroom
501 Seventh Ave, 12th floor,
NYC, NY 10018
212-287-8211
Dallas Showroom
2050 Stemmons Fwy. Ste 15802
Dallas, TX. 75207
214-631-2760 and 214-634-7181
Regional Contact List
North East
South East
NALITT, HERB
732-254-8580
56 Zaleski Drive
Sayreville, NJ 08872
MONTGOMERY, NIKKI
404-310-7187
4008 Sweet Bottom Drive
Dulluth, GA 30096
New England
Texas
HALL, NANCY
508-790-9729
37 Thoreau Drive
Centerville, MA 02632
NELSON, ED
281-257-6461
11814 Guernsey Drive
Tomball, TX 77377
Florida
South West
KLENK, SHARON
386-446-0576
104 Surfview Drive, # 1303
Palm Coast, FL 32137
SPEACE, CASSIE
949-218-3487
235 Calle Campesino
San Clemente, CA 92672
Florida
North West
KUECKER, KELLY
904-392-8144
115 Wisteria Road
St. Augustine, FL 32086
ESPE, GREGORY
206-523-5900
6278 20TH Avenue NE
Seattle, WA 98115
Anne Cole *
South East and Midwest
PREISS, MEL
513-874-1878
7763 Tyler’s Reserve Drive
Hamilton, OH 45011
C o l e o f C a l i fo r n i a * N a u t i c a * C h o i c e C a l v i n K l e i n * A x c e l e r a t e
Colorado, WY, Utah
CHADWICK, CINDY
303-322-7904
451 East 58th Avenue # 3335
Denver, CO 80216
Hawaii
KWAN, WENDELL & CHARLENE
808-239-5360
47-559 Hua Place
Kaneohe, HI 96744
Style #37333Q5, 009
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