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Triangl Swimwear
[edit]| Founded | 2012 |
|---|---|
| Founders | Craig Ellis and Erin Deering |
| Headquarters | Australia |
Area served | Worldwide |
| Products | Swimwear |
| Website | triangl |
Triangl is an Australian swimwear brand founded by Craig Ellis and Erin Deering. The brand is most well known for its colour-blocked neoprene bikinis available exclusively through the company's official website.
History
[edit]Triangl Swimwear was founded on December 1st, 2012, by co-founders Craig Ellis and Erin Deering. After Ellis asked Deering on a date to a beach in Melbourne, Australia, Deering discovered how difficult it was to find an attractive bathing suit under $200. Ellis and Deering came up with the concept to launch a fashion-forward swimwear label that retailed under $100 per suit.[1]
In 2012, the couple moved to Hong Kong to kickstart the brand. The first year brought in $5 million in sales. Sales increased dramatically to $25 million in the second year as a result of the brand's growing presence on Instagram.[1] Since its launch in 2012, Triangl has come to be recognized as "The World's Most Copied Bikinis."[2] Victoria's Secret fell under particular scrutiny in 2015 after launching a similar geometric colour-blocked line of swimsuits.[3][4]
Distribution
[edit]Triangl Swimwear is available exclusively online through the brand's official website. Women's Wear Daily dubs the brand a "swimsuit E-tailer."[5] There are no other authorized retailers, in store or online, that sell authentic Triangl Swimwear. The controlled distribution reduces the number of knockoffs created, and ensures customers that they are purchasing official merchandise.[6] Triangl's e-commerce platform also eliminated the need for third-party retailers, which contributed to the start-up's financial success.
Marketing
[edit]Triangl initially paid 6 bloggers to promote the swimwear brand. Beyond that, the company did not invest in any traditional marketing and still to this day does not pay for advertising. Ellis and Deering utilize Instagram and the Triangle Girls community to promote the brand and build a consumer base. Beyoncé, Miley Cyrus, and Kendall Jenner have played an important role in promoting the brand via social media.[7] As of April 2016, Triangl had over 2.9 million followers on Instagram.
Products
[edit]To date, there are twelve Triangl neoprene bikini collections available in a variety of vibrant colours. The original bikinis were not adjustable in size and only came in solid colours. Newer designs feature adjustable straps, floral patterns, and crochet designs. In an interview for Bloomberg Business, co-founder Ellis indicated that the brand may soon look into designing further beach gear such as towels, bags, and accessories.[8]
See also
[edit]External Links
[edit]References
[edit]Category:Swimwear brands Category:Swimwear manufacturers Category:Australian brands
- ^ "Owner of Triangl is one of eight women richest women under 40". Mail Online. Retrieved 2016-03-07.
- ^ "Triangl: The World's Most Copied Bikinis?". The Fashion Law. Retrieved 2016-03-07.
- ^ "An insanely popular Victoria's Secret swimsuit looks almost identical to one designed by a smaller company". Business Insider. Retrieved 2016-03-07.
- ^ "Victoria's Secret sparks firestorm after 'ripping off' Triangl swim". Mail Online. Retrieved 2016-03-07.
- ^ Strugatz, Rachel. "Swimsuit E-tailer Triangl Making Waves". WWD. Retrieved 2016-03-07.
- ^ "Triangl: The World's Most Copied Bikinis?". The Fashion Law. Retrieved 2016-03-07.
- ^ Philips, Carli (2016-01-09). "Triangl swimwear takes beach by storm". The Australian. The Austrialian. Retrieved 2016-03-07.
- ^ kimbhasin, Kim Bhasin. "How Those Color-Block Bikinis Took Over the Beach". Bloomberg.com. Retrieved 2016-03-07.
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