(Filed Under Wholesale Swimwear News). Anticipating “a great year for swim,” AM:PM, the resort wear brand from Espiral is, for the second year in a row, dramatically expanding the number of bathing suits it is offering. The label is also moving up the release of its catalog to February to get product to consumers earlier.
In 2014, AM:PM, offered “around 30 styles” said Angela Escobar, who co-owns of the brands along with husband Pablo Tobon. For 2015 there will be about 50 swim suits. While swim was originally considered a complement to the resort line, it is “actually becoming the leader for the whole collection,” she said.
Espiral is focused on sexy lingerie, sleepwear, dance wear and club wear, while AM:PM is a somewhat more reserved label, which includes dresses and sportswear. It is designed to take a woman on a seaside vacation from “beach to bistro.”
“We were not really focusing on swim at the beginning,” Escobar admitted, recounting the creation of AM:PM. But that started to change last year. AM:PM doubled the number of swimsuits, from about 15 in 2013 to about 30 in 2014. “And sales continued to grow. We realized we needed to pay more attention” to the category. The designer added that stylistically 2015 is also “big jump from anything we have offered before. The quality. The attention to detail. It is more fashion forward. More in line with what a fashion buyer wants.”
Wholesale prices for the swim suits will remain in the range of about $13 to $27 for two piece suits (which make up the majority) and about $20 for “a one piece or monokini.” All suits are available in three sizes, small, medium and large.
The recent photo shoot for the 2015 AM:PM collection at the Hard Rock Hotel Riviera Maya in Puerto Aventuras, Mexico was particularly successful according to the designer. The location provided the “perfect scenery” and an ideal backdrop to showcase the “glamorous and captivating style that AM:PM is known for.”
The AM:PM collection will be available to stores much earlier next year. The catalog, which in 2014 was published at the end of March, will go into the mail in February 2015. The moves should allow “spring breakers to actually buy the collection” for their 2015 holiday, said Escobar.
After skipping the Surf Expo for the past two years, AM:PM is planning to attend the event January 8 to 10, 2015 in Orlando. It will also attend the Paris lingerie and swim show later in the month.
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