Posted : 02/01/2002

Posted : 02/01/2002

A Swimming Success
Secrets To Retailing Success

by Judie Bizzozero

Many tanning salons--especially those located on the coasts or in hot vacation spots--are reaping extra profits by selling swimwear in their salons. While not every salon has had great success in this area, swimwear and indoor tanning are an ideal match that can be a profitable venture if marketed correctly.

By taking note of the following tips, swimwear can be the perfect fit in your salon.

Get In The Swim Of Things

There are a few things to consider before making the decision to carry swimwear as a retail product in your salon. First, purchasing suits directly from a swimwear manufacturer differs from buying tanning supplies from a distributor because swimwear companies typically require high minimums. This means salons are forced to buy in quantity instead of testing the waters with a smaller order.

A general rule of thumb is to seek out swimwear manufacturers or tanning supply distributors that will sell to salons without requiring the normal minimums. This works well for salons because they don't have to purchase three or four dozen suits at a time--they can buy less than one dozen if desired.

Know Your Clientele

Get inside your customer's head and find out what they desire in swimwear fashion. If your salon is located in a conservative area and your customers reflect that attitude, try to stock suits that fit that taste level. Pushing string bikinis or thongs in that market could be a waste of money; however it couldn't hurt to carry a few.

The most important thing is that you cater to your customers' wants and that includes offering a line of swimwear accessories such as T-shirts, scrunchies and coverups.

Market Your Products

If your salon carries swimwear or has plans to carry swimwear in the future, one of the most important things to do is let your customers know your intentions. If your customer base doesn't know you are in the swimwear business, your swimwear venture is likely to fail.

Try hanging posters and other signage on the front door and in the windows of your salon to draw attention from passersby who may not be your customers. If possible, display the swimsuits in a unique window format so people want to come in and look at the suits. Check out some specialty retail shops to see their merchandising techniques and then apply them to your salon.

Your Investment

Once you have made the decision to carry swimwear in your salon, decide how much you are going to invest in one-pieces, bikinis and so on. Plan your budget and stick to it. Analyze your customer demographics and place your orders accordingly. Carry a good assortment without investing too much in one style.

Merchandising Tips

Test the waters before jumping into the swimwear market. Research the market so you don't overbuy and get left holding stale product. The key is knowing your customers' tastes and giving them a reason to shop at your salon for their swimwear needs.

Start off with a few lines that you think are right for your customers and add on as your cash flow begins to build. Carry a couple of suits from several lines and find out which ones are the most popular. Once you find out what's hot, stock those styles. It is important to remember that you will not be 100-percent right with regard to what your customers want.

Try to budget suits in several price categories. The key is to give your customers as many options as possible without over extending yourself. If you think your customers are willing to spend $70 on a swimsuit, then carry an assortment of suits in that price range. If your customers are more apt to buy suits in the $45 range, then provide them with those suits.

Also, try not to buy too close to the end of the season--you don't want to end up with excess inventory that won't sell. Understand that come May and June, department stores will be putting their swimwear on sale and you must be prepared to do the same. Reduce your inventory and get geared up to move into the next season's fashion trends.

Seek Industry-Friendly Manufacturers

Salon owners should be aware that many swimwear manufacturers are not interested in doing business with our industry because the salons can't afford the minimums that are required by manufacturers. When looking through trade publications, keep an eye out for swimwear manufacturers that advertise and receive occasional editorial coverage. These companies usually have geared themselves toward the tanning industry and have a better understanding of who your customer is.

Provide Great Customer Service

Learn everything you can about the swimwear business. The more you know about swimwear, the more customers will come to rely on you for their swimwear needs. Keep in touch with the industry and try to attend one of the fashion weeks or markets that take place in several areas around the country.

Be aware of consumer attitudes. Heed the numbers and supply your customers with what they want. Provide a dressing room with a full-length mirror and good lighting. Even though your salon may have several rooms, customers who are there to shop and not tan need a place to try on the suits.

Train your staff to become swimwear experts to assist customers in an informed manner. Educate them on fashion trends and styles so they are more comfortable helping customers choose the perfect swimsuit. The more they know about swimwear and retail, the better service the customer receives.

By following the above steps, you can make swimwear a profitable venture in your tanning salon.