International sports brand Billabong has presented a new global marketing strategy for their women’s beachwear segment. Based on their latest research results, the brand wants to respond to the demands of both the core and lifestyle scene with a mix of individuality and innovation.

“According to our market research, there is a whole generation of fashion-conscious adventurers searching for a lifestyle brand with high quality standards, a strong DNA and a unique history. Whilst we are happy with the current overall performance of Billabong Women’s, we do see the potential to reposition the brand,” said Mike Savage, Billabong’s Global Brand Manager.

For Spring/Summer 2014, Billabong’s design-team has developed a collection using high quality Italian fabrics and unusual patterns and prints. Highlights are the “Mix’n Clash Bikinis” which can be worn in various combinations, and the extremely quick-drying bikini tops “Beach Bralettes”. An interactive online catalogue and a global SPA system will support the customers.

Launa Inman, CEO of Billabong: "I am very proud of the creativity and commitment that was necessary to bring this global strategy to life. All our wholesalers, retailers and customers will benefit from our new brand strategy!"