TAVIK just announced several additions and changes to its sales structure as it continues to pursue and refine its segmentation strategy and to target its key customer, the digital native.
We followed up with founder Erik Paulsen to find out more, and to get an overall update on TAVIK’s business.
TAVIK is owned by technology accessories company Incipio. Incipio recently purchased Incase, another technology accessories company with industry ties.
Why all the new additions and changes in sales?
Erik Paulsen: Short answer – growth and planning. We continue to see sales growth in our men’s and women’s business in different channels. The hires were required additions to properly manage and continue to strategically grow our business.
We are really paying attention to our customer and how and where they are shopping.
We are now servicing different levels of retail. Thanks to our exclusive collections and special programs we have been able to design and develop items specific to our customer.
New hires and promotions include:
Jillian Leeman – Women’s Sales Director
Most recently, Jillian was serving as Director of Sales at Neff. Prior to that, she was National Sales Manager (plus majors) at Volcom for women’s, swim, youth and kids. She will be instrumental in our women’s sales strategy, direction, distribution, product/assortment planning and forecasting.
Ching Phung – Majors
Ching is instrumental in working with premium major retailers on sales, assortment, merchandising, and planning. Prior to TAVIK, Ching was Sales Manager at John Varvatos. He managed Nordstrom men’s tailored clothing and The Rail nationwide.
Matt Swift – Elevated to Sales Manager and Domestic Key Accounts.
Matt Swift is a longtime partner at TAVIK. Swift will now be managing the entire East Coast team for categories of men’s and accessories. He will also manage key accounts across the country.
Westward Agency – West Coast Sales Agency for Men’s and Accessories.
Chris Bernard and his team are seasoned professionals. We initially worked with Chris and his East Coast Sales agency in 2013/14. Chris and his new agency Westward are now handling the entire West Coast for TAVIK with men’s and accessories.
We have also launched a showroom back in Costa Mesa where we are better able to tell the brand story in a curated space and can host sales appointments, events, shows, and clinics. This showroom means a lot to us because it is right back on the same street where everything started for TAVIK.
We have come a long way and I couldn’t be more excited for 2016 forward.
Does this signal a strategic shift in the business? A new focus or investment?
Erik Paulsen: The strategy we put in place a couple years ago is coming into fruition and remains strong. We have moved quickly to adjust our planning based on our customer, product, opportunity, our online/digital strategy, and where we aim to be long-term.
Our customer is what we dub the “digital native” and their shopping habits and spending patterns have shifted dramatically from five years ago, and even more in the last two years.
We’ve shown an ability to stay in front of the customer in shopping trends, both in terms of the design of the product and in reaching and connecting with customers in an effective manner.
With retail shifting at an incredible pace, we will continue to invest heavily in our digital strategy.
Can you give us a general overview of how Tavik is doing?
Erik Paulsen: TAVIK is doing great. We recently opened a number of incredible retail partners including Nordstrom, Active, South Moon Under, Buckle, Simons, Blue Tomato, and more.
I am really excited about our product across all categories. We’ve made several improvements that have allowed us to deliver the best TAVIK lineup yet – spanning quality, fit, distribution, and new partnerships. Not only are we heavily focused on product quality, but also we are also very focused on the quality of our retailer partners.
A significant improvement on the women’s side is that we have moved women’s swimwear production domestically, to a Southern California manufacturer. Since shifting domestically, we are able to manage all aspects of production empowering our speed to market strategy.
Additionally, we have hired three fit technicians for each major category (men’s, women’s, women’s swimwear), two new junior product managers and a new women’s apparel designer, Ryan Skeen. As a result, we are even more focused on our customer, product, quality, fit and delivery.
An integral part of TAVIK’s expansion and direction is from the continued support from our parent company, Incipio. Through them, we have been able to grow globally much faster than previously projected with help in distribution, manufacturing, logistics, procurement and everything in between.
What channels is Tavik targeting in men’s and women’s? Has that changed in the past year?
Erik Paulsen: We have furthered our strategy that we have discussed in the past as it pertains to both men’s and women’s. We still have separate collections in each category that can merchandise together to tell our story, but live in different tiers of distribution.
Modern – MODERN is a monochromatic and fashion-driven line. Designed with premium fabrics and materials, fit and quality are the primary focus of this contemporary collection.
Beach – The BEACH collection consists of versatile and multifaceted pieces that can adapt from day to night. Layering pieces, unique prints and technical details including stash pockets for electronics, audio eyelets, high-density prints, and more are at the foundation of this collection that lends itself to a casual yet polished lifestyle.
For fashion and apparel, our channels of distribution range from boutiques/premium department stores to lifestyle/action-sport/core/outdoor channels.
For our women’s business specifically, we previously have only offered our Modern collection price point but we have built and will soon be launching a Beach collection that aligns and is cohesive with our Men’s creative direction and approach. The entire women’s range is inspired by our Après Beach concept, which stays true to our overall brand ethos of TAVIK, Modern Beach Culture.
For accessories, we target fashion channels, Apple, APRs, education and other select retailers.
How would you describe the state of the industry at the moment?
Erik Paulsen: Our industry? Or the apparel industry as a whole?
It seems like our industry is holding onto our old ways, and is still struggling to find a place in the new apparel world of fast fashion, e-commerce, omni-channel and same-day delivery, all stemming from a need for immediate gratification.
Technology has changed our landscape completely, and there’s more ways to shop and connect with brands through digital marketing, social media, and content than ever before. The brands and retailers in our industry need to focus on connecting with the customer.
As our customer continues to evolve, they are finding more depth and diversity in everything they do and we need to be there as a brand. TAVIK is helping customers telegraph their depth and diversity, and is there to meet them instead of trying to resonate with them.
