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Koi Swimwear: The panel weighs in

Globe and Mail Update

Latest comment posted at 1:08 PM EDT 29/04/08

Koi Swimwear's skinny models sparked up a debate among our readers and our panel members. Regardless, our panel members are bullish about Jennifer's sexy venture but they see some holes in her current business. The Globe and Mail's retailing reporter Marina Strauss joined our panel discussion to help Jennifer Bharti swim to the top ...Read the full article

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  1. R by the Sea Eh from Canada writes: Ms. Bharti is doing all the right things for a start-up. She has not over-extended herself and her company and is “learning the business”. They can’t teach this part at even the best business schools. Either you have the entrepreneurial instinct or you don’t. If you do, then it is part of your nature to take risks, just ensure they are researched and quantified. The next steps depend on how much of this incremental risk you want to take. If Ms. Bharti does not need the company’s income to live on then the “go slow” approach is best. This accomplishes two things. First, it will establish her line in the minds of buyers ( nixes Koi as a one hit wonder in design and quality) and second it will give her time to develop her Far East network which will be key to future growth. Sad as it is to say, nobody (that I know) makes money manufacturing clothing in Canada (or the U.S. for that matter). Don’t be confused with the Canada or U.S. made tags you see on some clothing and furniture. The raw materials are sourced off-shore, cut off-shore and final “assembly” done on this continent. In the case of swimwear, even the assembly is usually done off-shore unless you spend big time on capex (which gets back to how much risk do you want to bight off). There is a lot more to consider but I think Ms. Bharti has the smarts to figure it out. Just remember why you start a business in the first place and enjoy the ride, the ups and the downs. You will be a better person for it and a whole lot wiser.
  2. Suzanne Crone from Sunderland, Canada writes: I'm being honest. I went to your website and was a little put off by the anorexic model on the "shop" link. In fact I was horrified. I see that and I wouldn't dream of buying from you. You need to know that some people are going to react this way.
  3. H M from Canada writes: It's a pity such pretty swimsuits are featured on somebody dying of starvation.

    And definitely do not rush headlong into this- speaking Chinese will be a huge asset when it comes to finding an offshore manufacturer. They will not be able to claim any misunderstandings due to translation. Wait it out to make this move, as you will probably have to hold their hand to make sure the quality is up to your standards.
  4. Flinton Rice from Toronto, Canada writes: Suzanne - I thought you were one of those overly sensitive, body image issue types, but I went on the site and that girl is a freakin' skeleton. Why spend that much time, effort and money only to remark at the model (and her ribs, collar bone, shoulder bones and pelvis) and not the product.

    Swimsuits should be for women with curves (read t&a). It doesn't seem like the swimwear fits her very well - the bottoms seem to be ruffled up because she can't fill them out. That being said, I wish them the best of luck and success as they seem to have the right approach.
  5. Lisa Wong from Vancouver, Canada writes: One small (and free) step Ms. Bharti can take to grow her business here and now is to tap into the fashion blogging community. I took a look at the website; the website is well-presented and the swimsuit designs are good. She could liaise with fashion bloggers and email news releases, etc. It makes for good word-of-mouth publicity over the web, increases exposure to Koi's professional-looking website, and can increase the number of hits the Koi website receives. I write a fashion blog on the side (http://sololisaynadamas.spaces.live.com) and I also follow a list of blogs through which I learn about new brands and designers all the time. I'm pretty impressed with the cutout swimsuit designs and I would love to do a blog post on Koi. :-)
  6. MJ Patchouli from Regina, Canada writes: I'm with those who are shocked at the anorexic looking model. She's really over the top -- not just slender but really bony. How many potential customers simply will not relate?

    Women hate shopping for bathing suits and since most of your target market, well most women period, are not as painfully thin as the model, they will have a hard time seeing themselves in the product -- in fact, it may be so offputting that they simply won't even try.

    The suits do look elegant and the site itself is quite classy and very easy to use -- short and sweet. I think it is dated however, seeing as how it's now April 2008 and you're still showcasing last years's line -- where is 2008?/

    And there are precious few retailers on the retail list and that's a marketing problem too.
  7. bethany middleton from Canada writes: The model is just plain unhealthy and that's all there is to it. Even if I liked the bathing suits, I'd personally stay away from them just to protest a company that promotes unhealthy body image. I remember Omega watches pulling their ads out of Vogue magazine sometime during the late 80's because, as their CEO put it, watches are made for women's wrists, not their waists.
  8. Eric the Red from Uzbekistan writes: Overpriced swimsuits that look like beached stingrays, being modeled by emaciated women.

    Surefire recipe for success.
  9. Traciatim No_Lastname from Saint John, NB, Canada writes: I have to agree with some of the other comments. Almost every single woman I know hates shopping for swim suits. The very first thing I thought when going to the website was that the models we're far too thin and really detracting from the images because it's very hard to focus on the product when you have bones popping out at you all over the place (I'm male BTW, and even I don't think they look good). You surely won't win any brownie points with the 'average woman' crowd using women that look like they just threw up their carrot stick breakfast.

    Get some curves on those pages!
  10. p m from toronto, Canada writes: I think there is a lack of designer swimsuit companies catering to thinner, less well endowed women. I think Asians would like her swimsuits, she should target them.
  11. Globe Insider subscriber content
    Dennis X from Regina, Canada writes: I looked at the site and don't understand why people are offended by skinny models. That's the way it is and they look good. Extremely good! If you don't like them then shop somewhere else but don't be offended. I know we'll be placing an order soon and I'm sure they'll do good once the name is really out...
  12. Anger Equals Danger from Canada writes: I'm 5'7" and 115lbs with a BMI of 18, and even I would look like a porker next to the models on the website.
  13. Peter Simpson from Vancouver, Canada writes: I agree with most of the other posts here. When I see people this thin very negative images are conjured up, like Canadian POW's starved by Japanese. Or starving women and children in Africa.

    There is no beauty in a starving animal, human or otherwise.
  14. P Mac from Canada writes: I also looked at the website. The price, the lack of variety and the limited target group ie. size 0 would suggest that this business would not be meeting the needs of the largest market possible.

    The only suit I would wear was a one peice that looked like a blouse and cost $165. I would consider paying that amount for a "special" item. But I looked the Jantzen website and their new line of swimsuits, which are beautiful, were much less expensive. I would buy their items first.

  15. uber athlete from Mississauga, Canada writes: - Swimsuit designs are good, but are more fashion than beach wear. At first glance, they look more like what you would wear in the bedroom than in a public place. Unless designs are slightly modified, this product is better targeted to fashion agencies.

    - Her target market is 18 - 40. Her products seems high end in terms of price, so her target market narrows to the 28 - 40 crowd. Advise to create designs that are appropriate and friendly to this "plumper" age group. Remember that that age group earns more money but are also in the child rearing years.

    - Women in your target market seem to hate shopping for swimsuits. So you have to make it easier for them to buy your product and give them a reason to. Perhaps you are projecting the wrong image for your product? Or perhaps the designs need tweaking? Will women really want to wear your swim wear in public? Do the designs enhance their beauty? Will they need to change themselves to look good in your swim wear, or will your swim wear make them look good without them needing to change themselves? You may also need to re-examine your pricing.

    - Forget Canada. Focus on the US. Canada is a small market, people are more conservative, and there are very few opportunities here to actually use your product.

    continued ...
  16. uber athlete from Mississauga, Canada writes: - You can stay small, but you have to focus your marketing. If you are to continue with the current look and feel of your products, then you have to focus on fashion agencies. This may be the best route in order to establish a name for yourself and your company. And since boutiques require smaller orders, this may work for you for now. After gauging interest in your designs from fashion agencies and building contacts and relationships, that may be the time to consider partnering with an investor.

    - You seem afraid that you will not be able to handle a large order if it comes. Don't worry about whether it comes or not. First worry about establishing your brand. And when a large order does come, make it very clear from the beginning that you may not be able handle the size of the order. Do not compromise on quality and honesty. If the retailer likes your product because it makes high marginal profits from your product, it will come back to you because your products are good investments which give great marginal returns. If orders are picking up then it might be time for you to change to a manufacturer that gives you priority. While you may have to pay a premium for this, it may well be worth it.

    continued ....
  17. uber athlete from Mississauga, Canada writes: - You might want to consider another route. Perhaps, two separate lines of swim wear. Build relationships with fashion agencies for your very high end (and ultra sexy and edgy) products, but create more "user friendly" products to sell in retail locations and your website.

    - Here's a tip with your swim wear models. Ask them to smile. It seems like a small thing, but when your models are as slender as they are, having them do the oh so familiar model "pout" can put off a lot of women. They can look intimidating, and by extension so will your products . Soften their expressions with a friendly, happy smile and project them as having some fun. "Fun" and "beach" go together.

    - Typos in ABOUT KOI page. Second paragraph, sentence 2: "design" instead of "designs". Last paragraph, sentence 1: "trends" instead of "tends".
  18. Denis Hull from Canada writes: There are very few designed articles put out on the market for the "average" person and as such one must get used to the sight of an undernourished sick young woman representing " style". It is the failure of these designers to face reality and by that process force upon the young and impressionable a false sense of " beauty" and " style". This is a prime example of this sick industry making female forms look ridiculous.
  19. Golf Cult from Toronto, Canada writes: I find it funny that everyone has such issue with the models on her site. This is fashion, models are thin, do I think it's right? No, but it is her target market currently, Paris Hilton is extremely thin and has one of her suits. I could see Vic Becks wearing these.
    I agree she should take this line exclusive, crank the prices up and go for the model types in the Miami, LA and Monaco scenes.

    She should advertise in Conde Naste, Duponte Registry and other high end resort and leisure life.
  20. Dmitri Gorskin from Montreal, Canada writes: She looks like a ill person. I think she can not work only to be rest. Can we help her with a food?

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