, and distribution services. Although larger brands may have the financial capabilities of integrating the manufacturing process, they still lack the expertise. For this reason, only very few large brands do their own manufacturing, yet most of them do their own designing. This puts the manufacturer in a position where they are the sole supplier of the brand, of many brands.Regardless of price or quality considerations, all swimwear is branded to benefit from image, awareness and recognition. They may be independent of each other, or owned collectively by a single company, have original and exclusive designs or be exact copycats of other brands. DistributionSwimwear, like clothing, is sold through seven main retail channels;Department StoresDiscount StoresWomens Apparel StoresWomens Independent StoresSpecialty StoresOutlet StoresDirect; Online Stores and CataloguesAlthough swimwear is sold online, it only accounts for less than 2% of total sales. This value is insignificant compared to the traditional retail channel, especially since it has been declining for the past 6 years. This is probably due to most swimwear being purchased for an appropriate fit, as much as for design. Online ordering does not allow the consumer to try on several models as they would in a traditional retail store. The online channel also presents retailers the problem of returned orders and health concerns. Returned swimwear cannot be re-sold by law due to the uncertainty of having been in direct contact with the skin and sanitary reasons related to this issue. This has actually created unforeseen inventory problems and significant financial inefficiencies. There are ideas being developed to solve this problem, such as adhesive covers that protect the swimwear from direct skin contact, and can be replaced when returned.Percentageof Total Sales UnitsDollars%Dollar/%UnitUnder $20$20-$39.99Over $40Department36.3%38.8%1.0719.8%41.2%39.9%Discount2...
