What They Dont Teach You At Stanford Business School

Stuff you can't learn in B-school: LARRY CHIANG

MBFW Swim Runway to Retail

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Unedited by Larry Chiang

Hi Larry,

Hope you are well!

Everything But Water, the largest swim and resortwear specialty retailer in the US with over 72 stores nationwide, is giving consumers an insider’s look and front row seat to Miami Swim Week for the first time this year. Everything But Water has teamed up with Mara Hoffman, L*SPACE, Luli Fama and ViX swimwear to live stream the shows on its website,everythingbutwater.com, and is giving customers the opportunity to pre-order from the unedited Resort 2014 runways for 48 hours after the shows.

Everything But Water is the first swim specialty store to bring this innovation to their customers and is one of the first retailers and brands to innovate at Miami Swim Week. Miami Swim Week happens right during the height of the current swim season when consumers are thinking about swim, but has been looked at like an afterthought compared to the international fashion weeks. Everything But Water will provide unparalleled access for their consumers for the first time so they have the opportunity to interact with the product firsthand.

Additionally, customer picks during the live streamed shows will play an integral role in what the Everything But Water buying team will stock for Resort 2014 as they will have direct feedback from the customer for the first time ever before the buying season closes. This experience will make the buying process a two-way street.

I’d to work with you about a news piece on this story leading up to Miami Swim Week. Please see below for more information and some graphics that will hit Everything But Water’s website leading up to the event. We can also coordinate for you to speak with the designers involved for this inaugural season of live streaming.

Thanks and hope to hear from you soon!

Best,
Tracey

01

Everything But Water Delivers First-ever Runway to Retail

From Miami Swim Week 2014

June 2013 (Orlando, FL) – Everything But Water, the largest swim and resortwear specialty retailer in the US, will give fashion lovers an insider’s look and front row seat to the world Miami Swim Week. The retailer will bring the best of Resort 2014 to the customer the moment it hits the runway with live streamed shows on its website,everythingbutwater.com.

For two days following, customers will have an exclusive opportunity to shop the new collections. Everything But Water has partnered with four leading designers including: Mara Hoffman, L*Space, Luli Fama and ViX Swimwear for the inaugural event.

“This puts our customers in the front row of Swim’s biggest fashion event,” said Sheila Arnold, President and CEO of Everything But Water. “They are passionate about beautiful resort style and can now order the new season’s must-haves the moment they hit the runway.”

Customer picks during the live streamed shows will also play an integral role in what the Everything But Water buying team will stock for Resort 2014 as they will get direct feedback from the customer for the first time before the buying season closes.

SCHEDULE FOR STREAMING:

Saturday, July 20, 2013:

8pm: Mara Hoffman Swim

9pm: ViX Swimwear

Sunday, July 21, 2013:

6pm: L*SPACE by Monica Wise

8pm: Luli Fama

Everything But Water offers the premiere, year-round selection of leading designer swimwear, resortwear and accessories for the resort lifestyle. The retailer is beloved for its fit and style-savvy sales associates, who help women find a swim wardrobe that feels amazing and looks beautiful.

About Everything But Water: Everything But Water sends a woman off in style, feeling beautiful and confident for her next getaway – be it a tropical vacation or me-time by the pool. Fashionable women love Everything But Water’s extensive collection of well-curated, designer swimwear, resortwear and accessories, and the staff’s expert eye for flattering every curve. The 72 stores coast-to-coast are luxurious resort lifestyle shopping destinations and the leading website, with free shipping and returns (everythingbutwater.com), offers effortless shopping from home or on-the-go.

PRESS CONTACT:

THINK PR

Tracey Manner — tmanner

Emily Torrans — etorrans

212.343.3920

Tracey Manner

Fashion Director

THiNK PR
598 Broadway, 6th Floor
New York City, 10012

www.thinkpublicrelations.com
www.twitter.com/think_pr

www.twitter.com/traceymanner

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Written by Larry Chiang

July 10, 2013 at 1:23 am

Posted in Uncategorized

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