Mexican Swimwear Case Study

4. SEGMENTATION, TARGETING AND POSITIONING
4.1. Segmentation
The growth of the Mexican swimwear market, as with the global swimwear market, is driven by the desire of both women and men to look fashionable by the pool and at the beach. As men become more conscious about their looks, they care how they are dressed and how others perceive them. As a result, the way men think of swimwear has changed over the years. Before, men do not have particular preference over designs, colors, and shapes of the swimwear when they consider buying swim trunks.
Recently, with an increasing popularity in complementary products such as skin care products for men, swimwear with polished designs and more sporting silhouettes are in high demand. Young and middle-aged

Positioning
Paola Amador Swimwear differentiates itself from other swimwear brands in Mexico as a young, playful and fun yet premium swimwear brand. Each piece of swimwear is hand-made in Mexico with premium quality materials sourced from Los Angeles and Mexico. Within its existing line of swimwear for women, there is an extensive selection of styles and a wide range of colors within each style. The designer posts the catalogue of her latest collection on Facebook and Instagram where there are tens of thousands of fans.
Apart from the promotion of the brand’s swimwear on social media, it also features mini campaigns such as “bikini of the day”, “outfit by Paola Amador”, “beauty tips” and “which is your style?” For men’s swimwear, the “young”, “playful” and “fun” features of the brand apply perfectly. The male customers of Paola Amador Swimwear want to feel young and playful when wearing the swim trunks. They need well-designed swimwear to feel confident and look attractive on the beach. If their partners and friends are also wearing swimsuits from Paola Amador Swimwear, they will pick out the perfect match of styles between

Customers with loyalty card will also receive a special rate for their purchases. Paola Amador will also offer a bundle of products with a special price. Couple swimwear is one of the bundles. Since 70% of the sale channels are from department stores and local retailers, the company will offer special price for them to get the products on the aisles.
5.3. Place
The product of male swimwear will be distributed to 10 local retailers and department stores in Mexico. The product is also available at the company’s online store. It is projected that the sales volume by these channels accounts for 70% of the total sales. This is because the people in Mexico usually go to department stores for shopping, not a particular stand-alone store. They prefer to have a one-stop-shop. By having our products present at those department stores, it gives the company a high touch point rate with the customers.
With the success from Paola Amador’s female swimwear, the partnering department stores are demanding for more swimwear from the designers. This is a good opportunity to offer a new product line of male swimwear. The ordering and logistics model of the female swimwear will be applied to this new male swimwear. The order will take place months before the product is shipped and delivered. Usually, the product is being ordered in winter for the spring