PPB February 2018

Beachwea r Why swimwear? Less competition You won’t run into thousands of other vendors like those who are selling t-shirts, mugs, pens and hats. It’s a more focused sale with higher margins. The fitness craze Swimming offers aerobic exercise that benefits your entire body while minimizing stress on your joints. It’s ageless You probably aren’t going to be playing football or soccer into your eighties, but you can swim. Year-round appeal Yes, swim season is traditionally during the summer, but there are many opportunities to market these products in any season. Swimwear Marketing 101 One of the most common mistakes in consulting with swimwear clients is to lead with just one item—most often a swim cap, says Gulbenkian. Consider the benefits of presenting an entire line of products, such as swim diapers, goggles, kickboards, rash guards, swimsuits and swim caps. For starters, consider these markets: • Learn-to-swim programs—health clubs, community centers, recreation departments, schools and hotels • Lifeguards—clubs, homeowner’s associations and all of the above prospects • Competitive teams—outfit their members with everything from suits to sweats to bags • Corporate events—parties, incentive trips and triathlons Ed Gulbenkian There Is Money InThe Water Motivated by his swim coach at Colgate University, 64 years ago Ed Gulbenkian founded Gulbenkian Swim, Inc. (PPAI 167218), which is dedicated to selling high-quality swim apparel and gear. A longtime swimming enthusiast, Gulbenkian breaks down the reasons why swimwear sells, and where to sell it. Keep The Sand On Your Toes And Out Of Your Stuff Heads will turn when your brand is displayed on this huge blanket-sized beach towel. Printed edge-to- edge with photo-realistic images, yet super soft and absorbent, this towel is sure to make a statement. E.P.S. Solutions / PPAI 261789 www.epssolutions.com This soft-sided case is designed to protect your smartphone, camera, ID, money, passports and other small personal items. Perfect for the beach, pool, cruises and all outdoor-related activities, this case is waterproof, dust proof and snow proof. Choose blue or green. Hard-shell sport cases are also available. Witz Sport Cases, Inc. / PPAI 317648 www.witzsportcases.com Daydream the afternoon away on an absorbent velour combed cotton blended towel. These ColorFusion ™ towels offer domestically printed edge-to-edge designs in vibrant colors. Available in three sizes and weights. Towel Specialties PPAI 113150 www.towelspecialties.com 18 | FEBRUARY 2018 | INNOVATE