O’Neill debuted a new girl’s swimsuit this season called the Superkini that the brand is launching with a big marketing push including a contest and giveaway.
We talked to O’Neill Girls Director of Marketing Cedar Carter to find out more about the strategy behind creating a technical girl’s swimsuit.
What makes the Superkini so special?
Cedar CarterThe O’Neill Superkini has 200% more grip than a standard Lycra bikini, so it really sticks with you. It’s fashionable and functional — great for surfing, diving into a pool, jumping into waves or just hanging out.
Why doesn’t it doesn’t fall off when you are surfing?
It utilizes a technically advanced fabric called NANOFRONT™ that creates frictional force when wet. I’ve personally tested it (of course) and there was not a single adjustment necessary. Surfers can simply focus on surfing and not worry about adjusting their bikini when they stand up.
The interior feels similar to a thin ultra suede, so it’s incredibly comfortable. The Superkini is fully lined and the fabric is denser than standard Lycra so it is not see-through.
What’s been the response from team riders?
They love it. Malia Manuel is an avid fan, and surfs in it all the time. The general comment I receive from all our riders is “Wow, this is so cool. It really doesn’t move!”
What’s the strategy behind the launch?
We have two solid go-to styles available this year; and given the great response so far, we plan to expand the collection for Spring 2012 with more silhouettes, fun colors and diverse prints.
As part of this year’s global launch, we’ve kicked off a social media campaign and worldwide contest: girls can enter on facebook.com/oneillgirls until May 15th for one of 12 trips to Ibiza for our huge One Way Runway event on June 9th.
We received nearly a thousand entries in the first few weeks of the contest. The top three girls voted by our Facebook fans will automatically win trips to Ibiza, and additional winners are selected by O’Neill.
The finalists will each be given a Superkini of their choice to walk down the One Way Runway, positioned on a side of a cliff…and the final winner MUST have the guts to jump off the end of the ‘One-Way Runway’ into the ocean.
The winner of our One Way Runway contest will participate in a photo shoot at a secret beach location in September 2011 to star in the Spring/Summer 2012 campaign, and will receive a modeling contract from Next Model Management.
See Page 2 for price points, more
That seems like a huge investment. Why the huge push and is this suit a “game changer?”
O’Neill has always been known for innovation, starting with the invention of the wetsuit in 1952, so it’s only natural that we continue to evolve our technical products.
This suit is definitely a first in the industry and game changing in the sense that it’s the only bikini on the market that active individuals can wear with the confidence of knowing it will stay in place.
The O’Neill Superkini merges fashion and technology because let’s face it – if it’s not cute, she’s not going to wear it.
The fabrication allows us to have more fashion-forward cuts than a standard active bikini.
How much does it cost and how does that compare to the rest of your line?
The Superkini retails for about $100, which is around $20-$30 more than our standard line.
Will it be available only at core shops? What’s the distribution strategy?
The distribution will range from core shops to high end swim boutiques.
