Affordable Swimwear Line Dedicated to Millennials
As a college student, Quiara Clark, understood the struggle of being stylish on a budget so in January she decided to start a company that was aimed at her own demographic.
The result is Bare Babe Swim, an online swimwear boutique that targets the millennials who are either just graduating college or on their way to graduate school, with very little money to spare but the desire to look and dress well.
“Summer is my favorite season because I get to wear swimwear so it was only logical to start a swimwear company,” says Clark, 22, who majors in Biology. “I wanted to make sure I represent myself in all of my projects.” This is her very first encounter with fashion.
Bare Babe Swim products include sunglasses and bathing suits that range from $12 to $40.
That's a steal when, according to Who What Wear, a celebrity and fashion trend site, today’s most popular swimwear brands sell at an average of $263.
Estee Page, the marketing director of Bare Babe Swim, says this is something that she and Clark laugh at just about every day.
“What these companies are doing is purchasing their materials at low costs and marking up the price to make a large profit,” says Page, 23. “If the total cost for a swimsuit is $10 and a brand marks it up to $200 that’s a $190 profit.”
After countless research, Clark and Page gathered that their competition is only focused on profit. They decided to go against the grain and make a profit that their target market can actually afford so they made their niche to be affordable products.
Clark says she has gained personal relationships with selected wholesalers that directly provide merchandise for the brand. When asked who these wholesalers are, Clark nor Page preferred not to answer.
“I also add unique touches to the swimsuits such as hand sewn embellishments and hand sewn adjustments,” Clark adds.
“Azure,” one of Bare Babe Swim’s top-selling bikinis features a small band of hand placed Swarovski crystals but only goes for $38.
The “Colure,” a floral one piece includes a matching sheer cover up, at just only $38 for the set.
All the models on the website are women of color but Clark says her target market includes women of all ethnicities, shapes and sizes.
Bare Babe Swim customer Angelica Crespo, University of Vermont, says she loves that the company is owned by women of color causing the styles to be different in color and print. She likes the prices too.
“These bathing suits are extremely affordable. I think that is important for targeting women of color. We usually don’t have a lot of money, like myself” says Crespo, 22. “I am a college student, I can’t afford to be spending so much right now so this online boutique is perfect.”
Kaiya Franklin, a model from Brooklyn, says she found out about Bare Babe Swim through a friend who posted about the company’s grand opening on social media.
“Their sunglasses are what made me fall in love,” says Franklin, 20.
Franklin says she also like the fact that since Bare Babe is a smaller company, it is very interactive with customers. “I hope it stays that way as they continue to grow,” she says. “I love great customer service.”
As the marketing director, Page is very active on the brand’s social media, posting pictures on Instagram that show off the company’s aesthetic.
“Quiara respects my opinion on just about everything involving the brand,” says Page.
The company just launched its Bare Babe Swim Ambassador program, which is open to anyone who desires to represent the brand. This program is a marketing strategy to achieve a broader audience on social media. The company reaches out to women they feel will represent the brand and has a prominent social media presence to collaborate with them. This includes giving these women discounts on certain items and giving them their own Bare Babe Swim discount code to share with their followers or subscribers.
When asked what is next for Bare Babe Swim, Clark yelled “expansion.” She says she wants to reach more women and branch out into resort wear.
“And hopefully,” she adds, “have a pop-up shop this summer.”