Tell us a bit about your design background and career path. What drew you to the swimwear market?
I graduated from the University of Massachusetts in 2012 with a dual degree in Legal Studies and Sociology. Needless to say I had no design background or design training. During my junior year in college I did a domestic exchange in Miami, Florida and fell in love with the city, especially with the weather and pristine beaches. I decided to move to Miami and worked my first year as an auditor for a pharmaceutical company. During my year with the company I realized I wanted to be my own boss and desired to start my own company. In February of 2013 I launched my online swimwear boutique Fierce Simplicity, specializing in women’s designer swimwear. Swimwear was a natural choice living in Sunny south Florida, where I ventured to the beach every weekend. With rapid growth I realized I had a knack for curating retro swimsuits, sexy bikinis, and unique cut out Monokinis from luxury designers such as Pily Q and Maaji and discovering small lesser-known brands with excellent designs.
As the year progressed and I learned my customers’ taste I began sketching my own designs. In March of 2014 I traveled to Colombia to meet with swimwear manufacturers to bring my sketches to life.
Describe your swimwear; why is it different and who is your target market?
Fierce Simplicity Swimwear is luxurious, edgy, sexy, classy, and sporty. With a vast collection of sexy bikinis, athletic crop top bikinis, classic one piece color block swimsuits, unique silhouettes, and retro high waist bikinis this collection has bathing suits for every type of woman.
Fierce Simplicity is an international lifestyle brand for influential women making a difference. The typical customer is a dreamer, a barefoot traveler, and an impact maker who not only enjoys the simple luxuries like relaxing on the beach, but also is a woman that wants to be heard and not just seen.
Fierce Simplicity is dedicated to providing luxury swimwear designed with both fashionably bold and adventurous women in mind. We design not only to ensure outstanding quality but also to enliven our customer’s confidence with exceptional, well fitting swimsuits.
With a commitment to helping all women realize their true potential, Fierce Simplicity has launched Live Fierce, a charitable organization providing a vessel for women to make an impact in society. By creating programs that encourage confidence, creative self-expression, and innovation ensuring the development of women today, for a better community of tomorrow.
What are some of the ways you’ve been successful in marketing your brand?
With the use of Facebook, Pinterest, and Instagram we have been able to connect with our customers directly, gaging their taste, current trends, and getting direct feedback for what they are looking for in swimwear. We found that the swimwear market lacks swimsuits for women with large DD cups and bigger chests along with flattering plus size swimsuits. By connecting to our customers directly we have been able to fulfill this void in the swimwear market to bring our customers figure flattering swimsuits for all body types. As Fierce Simplicity continues to grow I make sure my brand is always in tune with my customer’s needs directly by focusing on direct feedback.
How does the brand plan to evolve and grow in the near future?
Our next step is to begin selling the Fierce Simplicity label in national boutique retail locations and expanding the company label. We are currently working on expanding our resort wear collection as well with a strong focus on Bohemian lace cover-ups, crochet maxi dresses, and unique beach accessories like barefoot sandals and belly chains. I am also working on a nail polish collection to expand the business into cosmetics. Nail polish and bikinis go hand in hand.
When it comes to choosing swimwear and finding something "just right" for them, many women find the experience a bit challenging. Do you have any advice to share?
Often we see a cute bikini on a friend, and it becomes an instant must-have. This is the wrong approach to finding the right bathing suit, unless you and your friend have a similar body build. Choosing the right swimsuit for your body type is essential to look sexy and feel great in your swimwear. The art of finding the ideal swimsuit is all about enhancing your body's best assets.
- The first step is to know your body type (body shape). The four most common are the pear shape (hips wider then your waist and chest); the apple shape (your waist is wider then your hips and equal to your bust); the hour glass (your bust and hips are proportional with a smaller waist); or the straight figure (thin all around with relatively no curves).
- The next step is to choose swimwear cuts and styles that accentuate the type of figure you have.
a. One-piece swimsuits will hide your waist, especially ones win a dark, solid color with shirred paneling. High-waisted bikinis are also a nice alternative. Tankinis are also a classic option.
b. High-cut bikini bottoms and one-piece swimsuits can make your legs look longer and your torso more fit.
c. Bandeau tops are great for pear-shaped women as this style makes the bust appear wider and will balance out a figure with wide hips.
d. Underwire bikinis are a girl's best friend with a large bust size. Thicker strapped bikini tops also offer more support and comfort.
- The third step is to also choose colors and fabrics that accentuate your appearance and downplay the areas you are less fond of.
a. To accentuate a feature you love, choose swimsuits with bright colors or patterns. To hide a feature you do not like, use a solid color.
b. If you have pale skin, choose black or deep jewel tones such as maroon, navy, and dark purple. For dark skin, bright colors are very flattering.
c. To make an area look bigger--say, for example, you want to accentuate your bust or hips--add ruffled swimwear pieces. To make an area look smaller, choose a swimsuit with shirred or ruched fabric.
d. Buying separates will be your best friend.
- It is also important to select a swimsuit that matches what you want to use it for. For example, if you are playing volleyball, a crop top bikini or rash guard swimsuit may be the best options as this type of bikini has optimal support without the worry of boob slippage.
Check out the Fierce Simplicity Swimwear Fit Guide to learn exactly how to accentuate your best features and minimize the less flattering ones while in a swimsuit: http://fiercesimplicity.com/swimwear-fit-guide.
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