A Study of the Swimwear Industry in North America

5053 Words21 Pages
Introduction

Every organization will benefit from even the most elementary market research. The information will provide new information, and will confirm what is known.
Find out what the customers want and then give it to them
For most women, finding the perfect swimsuit is anything but glamorous.
Selecting one for your figure-type and individual style requires personal attention.
At Jenal Swimwear, this is our mission..

The population of Sydney as of June 2004 was 146,297. According to the 2004 edition of the Australian Standard Geographical Classification (ASGC). Australia 's estimated resident population (ERP) at June 2004 was 20.1 million, an increase of 238,700 people compared with June 2003. This represents an annual
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Behaviours

Behavioural segmentation divides buyers into groups based on their knowledge, attitudes, uses or responses to a product. Many marketers believe that behaviour variables are the best starting point for building market segments.

Target marketing allows you to reach, create awareness in, and ultimately influence, that group of people most likely to select your products and services as a solution to their needs

Research on the marketing needs

According to Costantino. M (1998) ‘fashion begins and ends with the consumer, and no matter which part of the fashion industry a marketing orientated organization works in, it 's primary task is to satisfy the consumer 's or consumers needs and wants '.

Identifying the unmet needs of the customers are important, in a journal article written by Swantko. K. (2004) Ron Solomons who is the swimwear producer of Jennifer Kay, Inc., was interviewed on the importance of fit in the U.S. swimwear market, Solomons stated, ‘Fit is everything, and when it comes to swimwear, which is a kin to intimate apparel, the most important area of fit is in the bra. Most American women don 't know the correct fit in a bra. This is a country of self-selection, and very little service '.

Consequently, the fit has become paramount. Women of all sizes want fashion choices that fit their bodies and their lifestyles. Swantko. K. (2004)

Research on the market trends

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