How To Sell Bikinis: On Hermes, Dior, Gucci & More Examples. 4 Insights & Solutions For eCommerce Incorporation.

Maryna B
Aug 22, 2024
3 min read

Updated: Dec 5, 2024

Years ago, when I had just started personal shopping, it all began with lingerie and swimwear. Like all my ventures, it started with a personal story—while I was a student, I ordered myself an extremely expensive lingerie set and liked it so much that I decided everyone else needed to know about the brand too. I had so many orders that I can definitely give a lecture on what’s important to customers when choosing a bikini:) It was the time when I also sharpened my customer care skills—can you imagine how personal and challenging it is to help a woman buy lingerie or a swimsuit online?

But let's look at it from both perspectives: how to sell bikinis in a way that benefits both the customer and the brand/shop?

Important for the Customer:

The opportunity to choose different sizes for the top and bottom.
That’s essentially it—flexibility is the most crucial aspect

Important for the Brand:

The brand/shop is interested in selling both the top and bottom together, as it makes it easier to manage stock and avoid ending up with mismatched pieces from different sets

Strategically: To build loyalty through customer satisfaction. Loyalty will, in turn, lead to increased sales

How to Combine:

Selling Bikinis as a Set Only

This may not be an option for specialized swimwear brands that offer different top/bottom options in the same color (e.g., Eres), as the customer may buy a matching top/bottom in a few styles. To make a final decision, the purchase behavior needs to be analyzed first. Selling by set with mix-n-match option within one color may be considered as an option.

Providing the Opportunity to Buy Different Top/Bottom Sizes

Yes, the shop/brand may still end up with varying sizes of the same set that are rarely bought together, but the client will still purchase the full set and remain satisfied rather than not buying at all. Although there may be tailor in-boutique option, many clients may not be so in love with the bikini (in the end it's just a bikini, not the most important wardrobe item) to proceed with the additional steps. It's also uncommon for a client to choose only the top or bottom to pair with another set, so the benefits outweigh any potential drawbacks.

I checked some policies of selling bikinis by luxury fashion brands:

Hermes: by set only, mix size
Gucci: by set only, no mix size
Dolce & Gabbana: by set only, no mix size
Saint Laurent: by set or top/bottom separately, which allows to mix sizes
Prada: by set or top/bottom separately, which allows to mix sizes
Louis Vuitton: by set or top/bottom separately, which allows to mix sizes
Dior: by set or top/bottom separately, which allows to mix sizes

4 insights to consider in #eCommerce when selling bikinis (with examples, gaps and solutions):

1. If the top/bottom is sold separately - always list a matching item on the product page. It is not enough to have noth items listed near each other on collection page, as the customer may find the product page in other locations rather than only collection page.

Example: Dior lists the bottom in complete the look section.

Prada and Saint Laurent, on the contrary, sell bikini tops and bottoms separately but do not list the accompanying item on the product page - which complicates customer's online journey.

2. If the bikini set is sold by set with an option to choose different sizes for top and bottom:

list both items on a single product page, but with the option to add either the top or bottom to the basket separately. Make it mandatory to choose sizes for both the top and bottom before adding them to the cart. Disable automations and require manual size selection to prevent the customer from accidentally choosing the wrong size.

Example: Hermes has both bikini top and bottom displayed on a single product page with flexibility of size choice, while making it mandatory to choose the size both for top and bottom before adding to cart.

be sure to check the limitations set for bag as well, so one part of set couldn't be removed further

3. If the bikini is available in the same color but other styles and designs (other top or bottom style, onepiece etc) - list these options on the product page as well. This may either be helpful if the customer doesn't fully like the design or likes it so much that wants to buy everything.

Example: Louis Vuitton currently has a swimsuit and bikini from the same collection, but doesn't display additional design option on product page - losing potential further engagement of the customer.