Page 29 - December 2022/January 2023 #177

Recently the company has launched their shape and colour for years.
Seafolly concept stores in Australian cities Discussing loyalty and how they drive repeat
Perth and Sydney as well as expanding their customer visits, Brendan comments that the
digital presence globally with a new UK company’s Beach Club loyalty program is a
website alongside replatformed websites huge draw card for their customers, offering
servicing Australia, New Zealand, US, exclusive rewards and benefits to beach lovers
Canada and Singapore. worldwide. Their database has seen double digit
With a strong digital first approach with growth in the last 12 months with acquisition
the launch of these new websites, the brand initiatives driving an uplift of 18 per cent.
is dedicated to providing a seamless brand “The quality and superior fit of our products
experience to their customers across digital and is globally renowned and acts as another key
physical. As leaders in fit, Seafolly is empowering reason we have been able to maintain a loyal
customers in the UK to have confidence in their base of customers.”
online purchase with access to styling and fit Seafolly wholeheartedly embraces social media
advice through the digital Fitting Room and Fit by sharing the enviable Australian beach lifestyle
Specialists on call to help customers find the with their global community of beach lovers.
product that is right for them. They have dedicated resources for engaging with
“We currently have a presence in over 75 the community, creating inspiring updates and
countries around the world and recently launched driving user-generated content. Staying current
our first direct-to-consumer play in the UK to with social media trends has meant the business
strengthen our brand presence in the region. has achieved double-digit growth on their reach
We know that 70 per cent of Seafolly customers and engagement in the last year.
start their journey online and purchase in-store, The business has enjoyed nearly 50 years
so the websites will continue building brand of success since its inception, what does
awareness and support traffic to our department Santamaria feel are the important factors
store partners in the UK including John Lewis and behind this?
Selfridges,” explains Santamaria. “What sets us apart is our fit, quality and
The brand has a dedicated design and production designs. Helping customers find the right fit is
team in Sydney that focuses on product fit, quality of utmost importance to the brand. We offer a
and sustainability – all key factors that see their wide variety of designs that cater to all different
customers return to them time and time again. sizes, body shapes and coverage preferences.”
They also have longstanding relationships with At the core of the brand is their Australian
fabric mills at the forefront of fabric innovation heritage, their spirited and optimistic
and they are incorporating more environmentally outlook and passion for relentlessly
considered designs into their ranges. delivering innovative quality swimwear to
Sustainability and the effect brands have customers around the world. They maintain
on the environment is a more pertinent topic a customer-first approach to achieve their
than ever right now and Santamaria says the mission of making women from around the
brand is making changes to help mitigate these globe feel confident whenever they step
impacts. Their approach to sustainability starts foot on a beach.
with knowledge and applying this to innovations “Moving forward, our biggest challenge is
across fabrics, sourcing and packaging. re-establishing purchase frequency in our off-
As an example, the best-selling Seafolly season across our domestic market in Australia
Collective range uses 80 per cent recycled as consumer confidence is still rebuilding for
fibres created from waste materials diverted international travel. However, we continue to
from landfills and oceans. Even using these see positive growth in the northern hemisphere
recycled materials the company are able to where travel is more accessible all-year round,”
maintain the highest quality products that retain Santamaria concludes.

Doncaster, Australia