ed selection of colors and patterns.Considering how strongly women desire a well-fitting and accentuating swimsuit, a store that can meet these needs could very probably have a very loyal customer base. Limitations of Independent Local Market StudyOf course this study had several limitations and further research is necessary. The researchers had time, monetary and experience constraints, but most importantly a limited test market. To fully determine the potential of this store concept, further research needs to be done from both the supply and demand sides. The next research efforts should use a fully representative test market taking other factors other than age and disposable income into consideration. It is also extremely important to research the logistics of such an operation. The research should examine manufacturers, and distribution channels for pricing, delivery and quality issues. This is of utmost importance considering this order concept is unique in the industry. If the product cannot be provided within tolerable levels, meeting the needs of each woman, then the store will not be successful. RecommendationsAfter a thorough investigation of the North American swimsuit industry, certain suggestions may be proposed to a company planning to enter this particular industry.Target a specific need: With swimwear being available in all retail channels, in all price ranges, a new store model will need to target a very specific need and do it better than other stores. Whatever that market need may be, the store must find new, unconventional ways to fulfill it. If the store loses its differentiation, then it will not be as successful against much larger and powerful retailers. Blend elements of fashion into performance swimsuits: There are presently no companies that market fashionable performance suits, but there is a need in the market. Women that buy performance suits because fashionable ones do not fit them ...
