Skip to content Skip to navigation

RVCA Women's Trends for Spring '17

Print Friendly and PDF
  • Swim is the most important RVCA Women's story for Spring '17 - Photo courtesy of RVCA
  • RVCA's swim line is growing rapidly - Photo courtesy of RVCA

As RVCA Women’s prepares for Spring ’17, we spoke with their team to learn what to look forward to for the Women’s brand.

Swim will be a top priority for RVCA Women’s for Spring ’17 and Eric Thomas, VP of Sales; Anna Sherwood, Women’s Marketing; and Kelly Poore, Director of Merchandising, shared more about this focus and other key categories for the brand.

What’s new for spring?

Kelly Poore:  Our artist stories remain the cornerstone of each seasonal collection, with ANP artist Kelsey Brookes at the forefront of the Spring season, supported by swim, tees and accessories. 

Also for spring, we have a dedicated swim campaign to support our unique point of view in the category.  We developed a new approach to the category that will differentiate our product through updated styling details, prints and color.

OUR SPONSORS

What is the most important product story for spring?

Kelly Poore:  Swim.  RVCA swim, built upon the foundation of the brand’s ethos “the balance of opposites,” is a collection designed to allow the RVCA woman to express her personal style in and out of the water.

In a sea of beachy, bohemian swimwear brands, RVCA steps outside of traditional swimwear styling. Bringing a little downtown aesthetic into the coastal street lifestyle; RVCA swim is an assortment of bikini separates featuring high quality Italian tricot.  Showcasing featured ANP artwork and a balance of prints and solids that invite you to mix and match to create your own signature look.

Each season takes shape by drawing inspiration from our featured artists and advocates and their lives.

How will you market it?

OUR SPONSORS

Anna Sherwood:  We will be bringing our swim campaign concept to life via co-ed brand experiences in key markets, aligned with key cultural events, during the spring and summer swim season, showing our commitment to bikinis and trunks while immersing consumers and retailers in the unique culture of the RVCA brand.

RVCA’s advocates and artists, along with social influencers, digital media and like-minded brand partners will be the catalyst to spread awareness.

What was the biggest hit of last season?

Eric Thomas:  We’ve seen huge growth in our dress and romper business.  We are bucking the trends at retail and seeing substantial growth across all of our categories.  It is so exciting to see the growth coming from every retail channel, across multiple categories, in every region. 

Anything else new with business?

Eric Thomas:  We are putting more emphasis on accessories and have a great Kelsey Brooks Accessory story to tie into the Kelsey swim pieces.

Our major focus for Spring ‘17 is existing core account growth.  We have so much room to grow in the core action sports space and that is where we are going to make our play. 

We are really building momentum and have a lot of growth opportunity, not only in our backyard, but across the country.  Florida, Mid Atlantic, Jersey and the Midwest are our fastest growing women’s territories.  Where retailers offer RVCA Women’s more space, we exceed expectations.

 

  

 

 

 

More news

Last updated: : 11/22/2017 - 10:29

Why apparel is having "a very exciting moment," according to Urban Outfitters executives

Last updated: : 11/21/2017 - 13:04

CEO Neil Fiske discussed developments at Billabong, RVCA and Element at Billabong's Annual General Meeting and why the company thinks its strategies are working

Last updated: : 11/20/2017 - 09:21

How Vans, Adidas and Converse performed at Foot Locker, plus the many ways Nike and Foot Locker are moving closer together

Last updated: : 11/17/2017 - 11:17

We have details about the Q3 results for industry nemesis Hollister

Last updated: : 11/16/2017 - 11:59

Compared to many competitors, Rip Curl reported solid financial results for the year ended June 30

Last updated: : 11/15/2017 - 09:37

Hurley has opened a 4,000-square-foot store at Pacific City on Pacific Coast Highway

Last updated: : 11/14/2017 - 13:54

The industry customer warned Wall Street Tuesday that earnings would be dramatically lower in 2018 as Dick's makes moves to win the sporting goods retail battle. Plus, the sobering outlook for the retail landscape in Q4.

Last updated: : 11/13/2017 - 09:12

While Mervin has a lot happening in its core snow business, two of the company's most newsy developments are happening in surfboards. We talk to the leadership team about its growing surf business, and about snow strategies.

Last updated: : 11/13/2017 - 08:26

The longtime Sales Director of Core Apparel is no longer with Vans, and he says he did not resign.

Last updated: : 11/10/2017 - 12:24

Many successful industry executives started their careers with Steve O'Connell at Clairemont. We explore how the shop has thrived for more than 40 years and how he attracted great talent to work the retail floor.