s apparel, including swimwear. The brand had a strong image but suffered financially from rapid over-expansion and was rescued from bankruptcy.The Warnaco group has exclusively introduced Catalina, the chaste swimsuit of Miss America, to Wal-Mart. This strategic move recharged the brands sales, which had been slumping at department stores.Specialty stores Only sell 5.4% of all over $40 unit sales, yet this is a significant amount considering they are less numerous and sell less volume than discount stores. Have the highest average unit price.54% of their unit sales are over $50.Only 6% of their unit sales are under $20.Specialty stores sell almost exclusively swimwear and other related accessories.Womens apparel stores Sell a quarter of all over $40 units, and one sixth of $20-$39 units. Womens independent stores Sell mostly over $40 and very little under $20. Have the second highest, average unit sale.These stores are very fragmented and differ in product quality and pricing. They are smaller than other stores, yet numerous. The distribution of swimwear could very well hold the key to the success of a brand. All seven retail channels have strengths on a price range, a customer type or the breadth and depth of merchandising. Stiff competition between the vast number of brands and the promise of large margins put increased pressure on them to find the right retail or direct channels. However, brands should not be confined to the way distribution has been done traditionally. For example, the Warnaco Group has opened its own chain of stores, named Speedo Authentic fitness, to sells its Speedo line of swimsuits and an expanded line of related sportswear and accessories. These stores allow Speedo to sell at a higher premium than before and at a much larger volume. The line is also no longer discounted at any time of the year, as excess inventory is sold at its California outlet stores where demand is year-round. The Warnaco Grou...
