Who's Your Ideal Swimwear Customer?

This is a guest blog post written by Label Launch.

In a fashion flooded market place having a well-defined target market is more important than ever. To build a solid foundation for your label and brand you must first identify your target customer.

This will be the starting point for all your creative and brand building steps from design and development through to sales and marketing of your product.

Why the need?

Many fashion businesses make the mistake of saying they target anyone who “likes my product”. That is way too general.

Targeting a particular demographic/gender/lifestyle/income, does not mean you are excluding people who do not fit into your criteria. Instead, target marketing allows you to always back yourself in design and focus your hard-earned marketing dollars on a brand message specific to your target. Believe me this is a much more affordable and effective way to create a fan base of loyal customers and ultimately generate longevity in your fashion business.

So how do I do that?

Before defining your target market consider first:

  1. Your current customers and what do they buy from you.
  2. If you have yet to gain customers start a survey online or through social media asking pertinent questions regarding their buying decisions. Is it based on price, trends, fit, quality, uniqueness, sustainability, fabrics, prints, locally manufactured? Note the highest priority responses to lowest.
  3. Check out your competition. Who are they targeting and why? What makes you stand apart from your competitors.
Step 1. Analyze your product and service

Write out a list of features you offer in your designs

For example:

  • Organic or sustainable fabrics – ethically aware buyer
  • Great fit – priority always on support and enhancement – body conscious buyer
  • Hand-picked prints supporting local print designers – community conscious buyer
  • Price point – High depicting the best quality or Low representing accessibility
  • Trend driven – Attracts a fashion-conscious buyer
Step 2. Demographics

List who is most likely to purchase your product.

Be as specific as possible.

  • Age
  • Gender
  • Occupation
  • Income
  • Education
  • Marital or Family Status
  • Where they live
  • Mode of transport
Step 3. Psychographics of Your Target

These are the most personal characteristics of a person which includes:

  • Personality Type
  • Lifestyles i.e where they holiday, what they do for fun and who with.
  • Interests/hobbies i.e sports, exercise, music etc.
  • Values i.e their highest priorities in life.
  • Buying behavior: Online, retail malls, markets, social media.
  • Media: what and where does your target turn to for information, social media, magazines.
  • Again, be as specific as possible. 
How do I know I have the right information?

If you are your demographic, then defining your target market is going to be a lot easier. If not, then start to research online for possible platforms like forums and blogs where people in your target market communicate their opinions. Consider conducting a survey of your own both online and in person. Hang out where your target market may congregate.


Once you have identified and defined your target market, further consider the following questions:

  1. Will my product satisfy my target market needs?
  2. Are there enough people who fit my customer profile?
  3. Am I able to adequately reach them?
  4. Do I totally understand what determines their brand loyalty and buying decisions?

Once you’ve gained valuable insight into your customer profile create a mood board, a mission statement and an exact customer profile. Give her/him a name and display this profile and statement so you can view at all times.

At all creative stages refer back to this profile and ask yourself questions like:

  1. Would my target market wear this?
  2. Would they pay $__.__ for it?
  3. Are they likely to purchase it from here or from there?
  4. Is our message in line with their values?

So you can see how important defining your ‘Customer Profile’ is to your fashion business. This, and much more, is what we at Label Launch helps our startup fashion clients with.

About Label Launch

Swim and Activewear designers & industry experts Suzanne Bobsien & Amanda Herrod have extended their Modulus Design services to further concentrate on supporting their clients in all the stages of creating, producing, launching and sustaining a fashion label through their mentoring and consultancy services. Fashion Marketing specialist Victoria Smith has joined forces with Label Launch to guide clients through the sales and marketing channels available for their product. This strong team of industry experts have created a simple but effective step by step guide to fast track and empower their clients to fashion success.

You can read more more about Label Launch and their services on their website.

Related: 11 Step Swimwear Business Plan Template

Download Catalog

Get into the nitty gritty of all our designs on offer and learn more about how to customise your luxe label.

Related Post
Women's Swimwear 2024 Product Highlights by Bali Swim

Meet Your Favorites: Women’s Swim 2024 Product Highlights

Meet Your Favorites: Women’s Swim 2024 Product Highlights Calling all trendsetters and swimwear aficionados to dive into the stars of our Women’s Swim Ready Design 2024 collection! We’ve handpicked 5 sensational top-bottom sets and 3 irresistible one-piece swimsuits to elevate your swimwear brand. These are the stars your customers have been waiting for! BSWS-T98-B98 Meet BSWS-T98-B98, where minimalist charm meets active-ready support!

Read More »
Women's Swim 2024 New Prints by Bali Swim

Introducing Women’s Swimwear 2024 Prints

Riviera Dreams, Introducing Women’s Swim 2024 Prints Our Product team has crafted some truly remarkable pieces that will give your swimwear brand a major upgrade, just in time for our latest Women’s Swim Ready Design 2024. And now, we’re thrilled to introduce you to our nine stunning prints, ranging from timeless classics to the cutting-edge. What’s the secret ingredient? We’re using the

Read More »

Global Swimwear Market Analysis 2023

Trends and Projections in the Global Swimwear Market 2023 – 2032 We all love to wear our swimwear as costumes for engaging in water activities like swimming, water sports, surfing, water skiing, and even sunbathing. Today, the swimwear market isn’t exclusively for jumping into the pool or beach but is becoming a fashion statement.  Women like to hang out in

Read More »

New Launch: Women’s Swim Ready Design 2024 Collection

New Launch: Women’s Swim Ready Design 2024 Collection Our Women’s Swim Ready Design 2024 collection celebrates the elegance of the past while embracing the excitement of today. Your customers will be transported to an era where every moment is an adventure. Unleash your creative flair as you explore our extensive selection of 18 unique tops and bottoms, complemented by 9 brand-new one-piece

Read More »
New Colors from Bali Swim Matte and Bali Swim Shiny by Bali Swim

Introducing Dazzling New Colors in Bali Swim Matte and Shiny

Introducing Dazzling New Colors in Bali Swim Matte and Shiny Discover your next swimwear obsession with this year’s diverse array of trends, ranging from classic matte to shiny and feminine styles. Get ready to elevate your swimwear collection with an abundance of new thrilling colors. Presenting the latest arrivals of Bali Swim Matte and Bali Swim Shiny, ready to infuse

Read More »
Swimwear Styles Radiate the Classy Look by Bali Swim

Swimwear Styles That Bring Out the Classy Look

Timeless Sophistication: 5 Swimwear Styles Radiate the Classy Look Relating to beach fashion, nothing shows elegance and sophistication like a classy and refined swimwear collection. In this blog post, we’ll reveal some stunning swimwear styles from our Women’s Swim collection that give your customers a chic and high-end look. From sleek one-pieces to stylish bikinis, discover the key pieces that

Read More »
A Corduroy Revival, Embrace The Trend and Make a Splash by Bali Swim

A Corduroy Revival, Embrace The Trend and Make a Splash

A Corduroy Revival, Embrace The Trend and Make a Splash The timeless corduroy is reborn with our Eco Corduroy, fusing vintage allure with contemporary design in eco-friendly swimwear. Choose from 13 diverse shades, capturing both timeless and lively moods. Crafted with 87% Recycled Polyester and 13% Spandex and adorned with Carvico VITA (ECONYL®) lining, our Eco Corduroy is a step towards responsible

Read More »
New Colors of Carvico Revolutional Eco (ECONYL®) for Men's Swimwear by Bali Swim

11 New Colors of Carvico Revolutional Eco

Now in, 11 New Colors of Carvico Revolutional™ Eco (ECONYL®) Get ready to elevate your men’s swimwear collection in 2023 with 11 new colors of Carvico Revolutional™ Eco (ECONYL®), to stay ahead of the latest trends and capture the essence of modern style. Each color has been meticulously curated by our Product Development team to cater to diverse tastes and

Read More »
Rosa Shocking from Carvico VITA (ECONYL®) ♻ from Bali Swim

Introducing Rosa Shocking from Carvico VITA (ECONYL®)

Introducing Rosa Shocking from Carvico VITA (ECONYL®) ♻ The spotlight on the well-anticipated movie this year, Barbie has everyone coined a new trend called ‘Barbiecore’ which is inspired by the ultra-bright world of Barbie and Ken. Swasti Sarna, the Global Director of Data Insights at Pinterest says “Now, pinners are increasingly shopping for the Barbiecore trend by searching for a variety of

Read More »

Your Swim Line. Easy.

Starter Kits, Catalogs & Shop