There are many benefits to being an online retailer.
You don’t have to worry about sky-high rent, set hours of operation or the dependence on a single, geographic market. The world is our universe even though we’re based in Canada.
There are some drawbacks, though. It can be a challenge to build a brand without a fancy storefront and walk-up traffic. And being in the fashion apparel business, there is also the absence of receiving instant feedback as customers examine items from the swimwear lines that we offer.
For two days in January, though, we had an opportunity to introduce the Sun Vixen brand directly to the public with a pop-up shop that was hosted at the North Shore Winter Club in North Vancouver.
It was a great event at an excellent venue as guests enjoyed champagne kept cold by one of our favourite new companies, Bevefresco, and had an opportunity to mingle and learn more about some of the brands we carry (what better way to see first-hand the beading detail on an Agua Bendita bikini top or feel the velvet texture of an Elizabeth Jane bathing suit!).
I enjoyed the opportunity to chat with guests about the quality and value of the brands we carry – many of which aren’t available at Canadian chains. As I said in a previous post, swimwear is a very personal item and it was interesting to learn how fit, fashion and/or function varied in importance depending on who I spoke to.
Human connection
One thing you can't replicate in operating as an online retailer vs. a physical store is witnessing the emotional reaction to the brands and styles we carry. I was delighted to see eyes light up and guests get excited as they viewed and examined the swimwear we had on display, including the Elizabeth Jane lagoon velvet bikini or the Amazonia Strapless bikini top.
It’s clear based on this experience that we carry many unique and distinctive designs which is very gratifying because Sun Vixen is not your average swimwear retailer.
We even received inquiries from some men who were searching for fashionable swimwear. Stay tuned for future news about our test market of men’s swimwear.
For those who continue to support us online, don’t hesitate to provide your feedback by email or through our social media channels (Facebook and Instagram). It’s only through this input that we will not only meet but exceed your expectations.
Meanwhile, based on the response we received, we plan to hold additional pop-ups in the future to complement our online business as this is a great way to build awareness of our brand while widening our reach.
To learn about future events, make sure to sign up for email updates and also continue to follow this blog.