air collection
S/S 2016
EDITOR’S NOTE
A
s spring and summer of the year 2016 are emerging soon, I stumble upon my vision of what is trending next year. This trend book is presented as my personal visualization of my interest and my beliefs. Two different trends that corresponds one and another are selected carefully. Speedo, as the public already knows, is a leading brand of swimwear of the proficient market of swimming, both at the worldwide Olympics and professional swimmers since decades ago. This trend book is created solely for a whole different side, a side that focuses on the young female swimmers, specifically teenagers and the young adults. It is created for individuals that desired a swimwear for diverse occasions. A swimwear that could be worn not only for a swim at the pool, but going out with friends, getting a nice tan on the beach, playing beach volleyball, having the best time of their lives partying and having fun at the boat. It is what the youth will pack on to their bags when they are travelling to the beach; it is what they are showing off to their world by putting it on their skin. Speedo will dominate the swimwear entirely, not just in the competitive and professional swimwear. Most importantly, it is what the young females would wear to make themselves feel good and confident of their own body. As a female myself, I have personally struggled to find a perfect swimsuit for myself,
as I have features that I both want to enhance or hide. Every woman should have the opportunity to find the perfect swimsuit that would make her feel comfortable and confident. Self-confidence is very important as for everyone, as confidence is what helps us live our days to the fullest, to help make out a smile on our faces. That is why diverse shapes of women swimsuits are included in this trend book, so everyone could have more chance in finding that perfect swimsuit to brighten up their day.
All of the designs are created by a woman and for women. So let’s take our favorite swimsuit out and dive into the water with joy with the blissful sunlight under our skin.
Devina Tambunan
TABLE OF CONTENT
BACKGROUND Editor’s Note
Contributors Overall Trends
GO ORGANIC
Background Fabrication Key Colours Flat Drawing
AYE, SAILOR
Background Fabrication Key Colours Flat Drawing
PROMOTIONS Event
Digital Endorsement Packaging
CONTRIBUTORS
ANYA JASMINE
hadyan adli
photographer assistant
lighting assistant
A graphic designer but a traveller by heart. Anya is a final year graphic student at Northumbria University. Moved to the United Kingdom last year, Anya spends her time photographing all the beauty around the UK and Europe. Her work can be seen from the photospread on this book
A banker by day but a photographer by the weekend, Hadyan has been working hard in balancing his work and hobby. Born and raised in the UK, he has a lot to offer to his passion. He has been working with cameras since a teenager. His work can be seen from the photospreads.
MARTYNA SMICYTE
TOMMY WIRATAMA
model
photographer assistant
Originally from Lithuania, Martyna is an enthusiastic travel student from Nothumbria University. She spends her life moving to one country to another. “To travel is to live� is her motto in life. She has been working as a model as her side job for a while, however travel is her passion.
A graphic, photography and art enthusiast. Tommy lives his days with music as his hobby includes not only photography but also DJ-ing and mixing tapes. Tommy moved to Newcastle, UK since last year and been calling it home ever since. His work can be seen from the photospreads.
LOOK GOOD FEEL GOOD
W
omen’s body ranges of shapes and sizes. For an outfit as fitting as a swimsuit, specific design and models are needed to fit perfectly to each body shapes. There are always methods of designs to create illusions of women’s body. Whether it’s to enhance or hide a feature, such as narrowing waist, minimizing hips, slimming the body, enhancing a small bust, or disguising lumps and bumps. Every woman has different parts of their body that they want to show and hide and every woman have the right to be comfortable and proud of their own skin when wearing a swimsuit. A perfect swimsuit is not only used for swimming but as a tool to embrace women’s body and boost self-confidence. A questionnaire is conducted regarding the young female’s preference towards swimsuits, which indicates a demand of swimsuits that offers hip and attractive designs, instead of the classic swimsuit design; a swimsuit that the youth would be able to wear proudly even when they are not in contact with water. It functions not just for being under the water but as a more as a statement and lifestyle. The designs are created in order for the wearers to look good and feel good about themselves, but not forgetting the importance of quality of the swimsuit. It extends Speedo Sculpture, a collection that focuses on shaping swimsuits for the women’s body, but for the younger generation. Each trend will consist of four designs that are carefully designed with care and consideration. Each are filled with details that are created solely for the intentions of embracing females beautiful body. Each design is crafted with elegance, as all women should be portrayed, but with a twist of freshness which represents the youth and their eager spirit. Each of the designs is using fabrication that is thoughtfully selected. Materials are within Speedo’s standard, durable and long lasting. Color trends are carefully picked with both by research from the color trend for spring summer 2016 and in relation to the trends.
THEME 1
GO ORGANIC the first theme
“
I am deeply inspired by what swimming associates with the most: nature. For every time I swim and went inside the water, on any circumstances, weather I am inside a pool or in the ocean, I deeply feel connected to nature by feeling the water against my skin, feeling how nature has grasp me and giving me a chance of feeling its own mother nature. And in this trend book I am hoping to give back to nature a small contribution of what Mother Nature has given me. “
Every drop of water from nature is what enables people to swim. As people owes their lives to nature, it is essential to give back in order to ensure that all the resources would be endless. Going organic, or environmentally friendly is the mission. Today, it is not hard to find swimsuit lines that offers ‘green’ swimsuit lines, even that several brands has their own approach into the organic lifestyle, such as the use of more environmentally friendly materials as oppose to the unconventional materials for fabrication which are made of synthetic fibers, which are made from petrochemicals that have significant environmental impacts. Some brands use conventional materials but try to mitigate the impact with the rest of the process, several brands creates swimwear from vintage fabrics and selected brands programmed their brands so that every small percentage of the sales would go to support the ecosystem.
Devina Tambunan / Editor
All with different approach but the same goal: to give back and create a better balance for Mother Nature. In this collection, the organic would be interpreted to not only the material of both fabrication and trim, but also to the color palette. Everything would represents nature. It is a theme that does not only would benefit positively to Mother Nature but also an issue that has been a trend for the past few years until today. Healthy living and products has been promoted heavily and increasingly popular to the market. In time, people are more conscious over what they are consuming and purchasing. A range of environmentally friendly products are introduced in massive clothing lines around the globe. It is the time for a change and move, to contribute and give back to the environment.
FABRICATION
SUSTAINABLE SOY
ORGANIC COTTON
BAMBOO
RECYCLE FIBERS
Unknown to the public market, there are several of organic materials that can be used to produced swimwear. Sustainable and organic soy are currently available as a material to create fibers and made into swimwear fabric. The soy suits are made from soy pulp, which is a byproduct of producing tofu soy oil. This by product is usually discarded, but instead it is able to create a beautiful swimsuit to be used by all the consumers for every daily occasion.
Bamboo fiber is a regenerated cellulose fiber extracted from the pulp of the bamboo grass, used to make the so called “bamboo fabric”, a natural textile that is largely used by many manufacturers thanks to its excellent properties. People today are not aware that bamboo fabric is not only light and strong, but also a powerful antibacterial and disinfectant. Bamboo fiber can absorb and evaporate human sweat in a few seconds and does not require any chemical process, which will not cause any skin reaction.
Surprisingly, swimsuits made from 100% organic cotton are currently on sale on the market. People rarely associates cottons for swimsuits, and they surely have a point for that. Even that cotton swimsuit exists, designers claimed that swimsuits that are made by cotton does not fit like the standard swimsuit made from sysnthetic materials such as nylon and lycra. Also would not funchtion like a petroleum-based performance fabric, but it’s ideal of sunbathings or just a dip in the pool.
Today, there are numerous ways of manufacturers to recycle materials into fibers used for creating swimwears. As an example, lots of brands are using plastic bottles material for their swimsuit collections. They extracted and recycled the plastic bottles into polyster which then used as the fabric. Leftover fabrics from swimsuits are also able to be recycled into new swimsuits, as created by several clothing brands.
FABRICATION
trims
GREEN ZIPPER
When usually zippers are made from non-environmentally friendly materials and polluting conditions, companies such as TYT Trend from San Fransisco has released zippers which suits designers that wants to develop a truly 100% earth-friendly products for their earth-conscious customers. Their products include zipper tape made up of 100% recycled polymer fabrics that color match very effectively with standard tape. Breathable, water-repellent and anti wicking to eliminate moisture transfers either in or out of the performance wear, the perfect fit for Speedo.
KEY COLOURS
A
s mentioned before, the color palette for this collection relates deeply with the theme, which is organic and environmentally friendly. For the ‘Organic’ collection, the color palette is inspired by the natural elements of the Earth. Elements such as wood, dirt, ground, soil and all earthy elements with warm color tone. Several are carefully selected with the intention of showing the ambiance of nature. The collection consisted of (from left to right) Black, Granatto, Champagne, Wood Brown and American Tan. These colors are chosen in order to recreate the ambiance of nature and feel of earth. It consisted of strongest color that is Black, a sophisticated color Granatto, midtones colors such as Wood Brown and American Tan, and also soft color that is Champagne. With all these colors combined, a
a blissfully beautiful ambiance is reflected. Black strong lines are used in the designs to depict boldness. It screams thrive and the beauty of being alive. Inspiration of the color palette also derived from the extracting colors from the exotic Rio de Janerio’s iconic carnival. The carnival of Rio is chosen because of several reasons, such as the Olympics that are held in the summer 2016 and Speedo being highly involved with the Olympics since decades ago. Also, Rio de Janerio has always been a city that is deeply associated with nature, with plenty of famous beaches in the city such as Ipanema and Copacabana, and also mountains and hills such as Corcovado, Sugarloaf and Two Brothers.
THE DESIGNS
THE VIBRANT design one
THE AUTUMN design two
THE BROOK design three
THE EARTH design four
THE cliff design five
THE coastal design six
THE BOld design seven
THE cosmo design eight
THE desert design nine
THE BLOOM design ten
THE eclipse design eleven
THE fall design twelve
THEME 2
AYE, AYE, CAPTAIN the second theme
Y
acht and other boating activities have always been associated to glamour and luxury. Even that boats are traditionally linked to the older market, as boating are considered an expensive lifestyle, nowadays young adults are more familiar with it. Boating has attracts not only the upper class older market but also younger audience as many boating companies nowadays offers party boats to the young adults. These boats are available to the young market at various locations such as Ibiza, Bali and Miami. Not only for partying but small yachts are available for renting hourly, so the youngster are able to enjoy the day on the boats and relax. With the younger market attracted to these kind of experience, luxury swimwear are rising in the market, swimwear that focuses not only for the sole purpose of swimming but emphases on the attractiveness of its shape
and design. High-end swimwear market relies on the increasing relaxed dress codes, awareness regarding body care, rise in social mobility, and enhanced performance of textile industry. People are investing in luxury swimwear as these are made of specialty fabrics that support their physique and provide the comfort that they look for. The designs of this collection emphasizes on the sihlouettes that promotes the beauty of women’s body and feminity but still covers enough so it would be comfortable enough for swimming. As mentioned before, this collection is to be launched separately from the other collections; hence the sense of ‘limited edition’ and exclusiveness is what relates to sense of ‘luxury’ for the designs of the swimwear.
FABRICATION
SUSTAINABLE SOY
ORGANIC COTTON
BAMBOO
RECYCLE FIBERS
Unknown to the public market, there are several of organic materials that can be used to produced swimwear. Sustainable and organic soy are currently available as a material to create fibers and made into swimwear fabric. The soy suits are made from soy pulp, which is a byproduct of producing tofu soy oil. This by product is usually discarded, but instead it is able to create a beautiful swimsuit to be used by all the consumers for every daily occasion.
Bamboo fiber is a regenerated cellulose fiber extracted from the pulp of the bamboo grass, used to make the so called “bamboo fabric”, a natural textile that is largely used by many manufacturers thanks to its excellent properties. People today are not aware that bamboo fabric is not only light and strong, but also a powerful antibacterial and disinfectant. Bamboo fiber can absorb and evaporate human sweat in a few seconds and does not require any chemical process, which will not cause any skin reaction.
Surprisingly, swimsuits made from 100% organic cotton are currently on sale on the market. People rarely associates cottons for swimsuits, and they surely have a point for that. Even that cotton swimsuit exists, designers claimed that swimsuits that are made by cotton does not fit like the standard swimsuit made from sysnthetic materials such as nylon and lycra. Also would not funchtion like a petroleum-based performance fabric, but it’s ideal of sunbathings or just a dip in the pool.
Today, there are numerous ways of manufacturers to recycle materials into fibers used for creating swimwears. As an example, lots of brands are using plastic bottles material for their swimsuit collections. They extracted and recycled the plastic bottles into polyster which then used as the fabric. Leftover fabrics from swimsuits are also able to be recycled into new swimsuits, as created by several clothing brands.
KEY COLOURS
A
s the theme for the collection is luxury and the boat life is associated deeply with the upper class lifestyle, boating life is the base inspiration for this collection. Yachts, sailors, sailing boats, anchors, cruises, fishing boats, boat ropes are the muse of the color palette in this ‘Aye, Aye Captain’ collection. The colors that are selected for the designs are the strong Black, solid Navy, luxurious Gold, sky Blue and neutering White. All of these colors relates deeply with the boating life, with one color complementing the other. Sky blue color is chosen because the color of the ocean is always the reflection of the blue sky.
The navy blue color is chosen of its long relation with the boat life. Navy blue got its name from the uniform used by officers in the British Royal Navy since 1748 and subsequently adopted by other navies around the world. It then became the color of sailors. As the public knows, gold is the color that symbolizes lavish lifestyle and wealth. The color gold in this collection is selected for the purpose of depicting luxury. The golden braid on one of the designs was inspired by ropes find on boats, however it is colored gold to show superiority.
THE DESIGNS
THE glam design one
THE lavish design two
THE LUXE design three
THE wave design four
THE SEA design five
THE SAILOR design six
THE Jewel design seven
THE LUSH design eight
THE HARBOUR design nine
THE gold design ten
THE DULCET design eleven
THE RAVEL design twelve
MARKETING and promotions
POOL PARTY
A
s one of the marketing strategies for the limited edition “Air collection” is to create a pool party. A pool party is selected because firstly the target main audience of this collection is the youth. Pool party is an event that associates with the youth. Fun, fresh, sunny, pleasurable, exciting is all that describes a pool party, and which also represents the “Air collection”. It is a perfect way for Speedo to adjust the brand to the youth’s mindset and approach the youngsters. With the brand specializing in swimming attires, a pool party is a spot-on event for promoting swimwear and lifestyle. By it, Speedo is able to create a lively atmosphere that would attract young people. The aim is to engage directly to the consumers without being so too ‘commercial’. The pool party could be a factual way as the launching event of the collection. Several guests are invited as to endorse the brand, as a way to promote consumers into coming to the launching event.
The goal of creating the event is not just to launch the new collection but to create an interactive one-to-one relationship to the party attendees, promote brand awareness to the public and provide real time engagement to the consumers. It would be an event in which the aim is not for selling the products but to promote it. A place where guests can get to better know each other, to network, to form friendships and thus create a positive perception towards the brand. Since a pool party means an outgoing instead of a formal event, those who are willing to attend will also be more likely to be outgoing people, the kind of people who will strike up and carry conversations, and therefore will help make the event a success. Attendees who are comfortable to come in a bathing suit is what the brand aims, since the collection is all about feeling comfortable in a swimsuit.
DIGITAL MARKETING
CELEBRITY ENDORSEMENT
I
t is no surprise that the younger generation is practically engaged to their gadgets. Smartphones, laptops, computers and other electronic devices are inseparable with people nowadays. Thus, the advertisement and consumer engagement are different today than it is many years ago. Today, a study shows that youngsters prefer their mobile phones instead of television, and with the internet and applications on the mobile phones, it is very easy to access information about the world, including following the journey of their favorite celebrities. Thus celebrity endorsements are one of the chosen methods of marketing the brand.
Celebrity endorsement has a lot of benefits to the brand. It builds brand equity, or the commercial value derives from consumer’s perception of the brand. It helps people remember the advertisements by the brand, which made the brand more noteworthy. It make people believe that the product contributes to the superstar status, in which Speedo relates deeply into, and most importantly it makes the brand more noticeable and accessible to the public, which made the brand stands out. Selecting a celebrity who best represents the target market of the collection, someone is a young, vibrant and active is an ideal choice for air collection’s for celebrity endorsement.
PACKAGING
I
nstead of the usual wrapper, since this is a limited edition collection, the packaging consisted of a exclusive packaging as well. A thick plastic pouch bag is selected as the chosen packaging in order to create a special sensation for the consumers when first purchasing the product. So when they are opening the product, they have a sense of exclusiveness of the products in compared to other collection from the brand. The plastic pouch is chosen not because it is different, but because it is durable and long lasting, and most importantly, it has a function to be used as a pouch when going to places such as the beach or a swimming pool. The pouch is not too small, so it would be able to fit swimming essentials such as goggles, sunglasses and sunblock lotion.
It could be used not just for swimming purposes but others such as stationary container or a make up bag. Most importantly, it serves as an advertisement tool as well because of the logo presented on the pouch. The pouch is environmentally friendly since it is created from recycle materials and also is reusable compared to other packaging. This collection has a slightly different logo. Since the approach is to the young market, the color light blue is chosen compared to the original strong color of the logo. Watercolor background is selected because it represents freshness and young, which suits the target audience.
Labels
air
S/S 2016
DEVINA TAMBUNAN ©