About one year into a change to a global leadership structure, SES spoke with Billabong Women’s Global GM Susan Branch about how the new structure is working, her thoughts on the state of the women’s market, and what’s next for the brand.
Susan was a key – and well regarded – executive at Roxy for many years.
What have been the strongest categories for Billabong Women’s as of late?
Susan Branch: We have seen our swim business grow significantly across all three regions this year as a result of fabric and design innovation, a strong focus on print and color, and a merchandise matrix that is key to covering all price point tiers and fits. We set our sights on this category as being our “best at” and the results are very strong.
Printed wovens have been our second largest growth segment. We leveraged our reputation for designing compelling prints and patterns by building out woven tops and bottoms in a significant way in FY 15. We will continue to build on this momentum as we head into 2016.
Lastly, the soft launch of our footwear division has been incredibly successful; as a result this category will be an important part of our overall future growth plan. We were very strategic with the type of product we wanted to design and build and our Summer ‘15 performance validates our instincts.
Any new initiatives planned for Spring 2016 in product?
Susan Branch: We have significantly expanded our sandal assortment, creating a distinct point of view in the marketplace that is in line with the Billabong brand design aesthetic. We will also launch our Salt Washed Essentials program in sportswear. These fashion basics in great fabrics and finishes will integrate beautifully along side the balance of the sportswear collection.
Also, based on the success of the Surf Capsule range we have expanded the assortment, which now includes a compressive lycra component.
What niche is Billabong Women’s targeting in the swim category? Any new initiatives in swim?
Susan Branch: Our “More Ways Than One” story is just getting started. It’s a way for us to showcase the multiple ways swimwear can be styled back to other pieces in our line. Whether it’s pairing a one-piece back to a high-waisted denim short as a body suit, or a high neck festival halter back to a beach pant, it’s a great story that is resonating with our consumer.
What can we expect from Billabong Women’s on the marketing front in late 2015/2016?
Susan Branch: “A Bikini Kinda Life” is the marketing story we will tell year-round. It’s a lifestyle story, a mood, a state of mind that doesn’t change from season to season. Whether it’s bikinis in summer or the beach sweater collection in fall, the message remains the same.
We will also continue to build on our digital storytelling through daily posts that include highly followed bloggers and influencers that help us reach our core audience.
How is the global Billabong Women’s team working with other regions?
Susan Branch: We have amazing teams in each of our regions that work incredibly well together globally.
Our strategy has been to maintain and support those regional design and marketing teams and not to force the globalization of products unless it works naturally. As a result, each region continues to meet the unique needs of their territories and the results are very positive.
That said, we have been successful with certain global products and common marketing handles like Surf Capsule and Fade To White. We leverage the business globally where it makes the most sense and doesn’t threaten or disrupt our regional businesses.
What are your thoughts on the state of women’s market currently? Where are the challenges and opportunities?
Susan Branch: The women’s business is in an interesting place and ripe for newness and leadership. I think the smartest thing a brand can do is decide who you are and stay true to it. Don’t follow every trend, carve your own path and be a leader, if you aren’t careful there is a risk you can start to look like every other brand in the space.
At Billabong we are constantly challenging ourselves to re-think our approach and we never say “but this is the way we’ve always done it.” We want to push the creative boundaries, be experimental, try and test new ideas and unearth new opportunities. One of the keys to a successful women’s business is to be willing to evolve while staying rooted and grounded in your core brand principles.
