Metal Mulisha swimwear experienced stellar sales last season, selling out of its swim inventory by pre-book deadlines and ordering more product for at once demand, according to the brand’s Swimwear Designer Sophia Nation. This year, Metal Mulisha plans to continue its growth, with the backing and resources from being acquired by La Jolla Group, according to Nation. Here’s what the brand’s designer had to say about the latest swim line from Metal Mulisha:
What trends will we see in next year’s line? (colors, cuts, fabrics, etc.)
Lingerie cami looks and Metal hardware.
What changes are you seeing on the business side? (Are you seeing changes in order sizes, the length of the season, sales channels, etc.?)
We’re seeing more at once demand during the true “summer” season. Although bookings and ship dates have been generally reserved for February-April windows, global warming has pushed summer into later June/July dates. This period has been reserved for markdowns but we are seeing a retail push for more at once during this time. To account for this, we have a steady flow of at once product always in stock.
LEGEND Top and Bottom "If you're wearing lingerie details, you're already halfway there to turning heads." MSRP: $42/top ; $40/bottom
What were your greatest successes for 2010?
2010 was another stellar year for Metal Mulisha. We sold out of swim inventory by our pre-book deadlines and had to order more product for the at once demand. The success of our hand-drawn art and foil highlights pushed our swim ahead of the pack.
What are your projections for next season?
We are targeting another stellar year. We have grown the last three years since we’ve been acquired by the La Jolla Group and don’t plan on slowing down. We have the resources and the backing to make a push to capture more market share so everyone needs to keep a close eye in their rear view mirror.
What additions are you making for next year? What won’t we see as much of?
Our customer is still not caught up with surf fashion trends (ie Bandeau tops). That being said, she is still pushing for moderate to skimpy coverage with heavy hand-drawn artwork (while always pushing the boundaries of “sexy.”). We are also targeting novel bodies for next year. We are going to be pushing and expanding on that side: Stylized corset bodies, lace detail and trim, satin accents, lace up strings.
Where are prices and margins heading for your line?
Consistent with our line
KNOCK OUT Top and Bottom
“If love is blind, why is lingerie so popular?”
MSRP: $38/top ; $40/bottom
Is the number of SKU’s in your line expanding or contracting? Why?
We are expanding our line. Our sales have been up and we’ve been given the green light to run with our swim program.
Overall, how have bottoms fits and styles changed since last season and are there any major trends happening?
Bottoms fits have not changed but their styling has. We are adding different lace up details in the back to heighten the sex appeal of our pieces.
For tops, how have styles (bandeaus, etc) & fits changed since last season and are there any major trends happening?
As mentioned before, bandeau’s are too-fashion forward for our girl. She’s still wearing the triangle and halter triangle tops. We are using more constructed looks and including trims with pop or lace/satin bows.
Does your brand offer separates? Why/ why not?
We offer separates for the fact that we want our customer to be able to choose the fit that best suits them.
