Vivi's Vacation founder seeks niche marketing strategy

Vivi, founder of the sustainable swimwear label Vivi's Vacation, relaunched her business in mid-July after a pause during her time as a corporate fashion designer. The brand, which she started in high school and studied at RISD, manufactures swimsuits in Brazil using sustainable fabrics. Since the relaunch, she has sold approximately 15 sets, with a peak of 60 orders in two weeks during the summer. Vivi sells exclusively online and relies on social media algorithms for customer acquisition.

She sought advice on how to distill her product's value proposition for packaging and marketing. Tara Bosch advised Vivi to identify a specific niche and infiltrate that community through social media, rather than targeting a broad audience. Bosch also suggested that Vivi's authentic story, including her background in Hawaii and the quality of Brazilian manufacturing, should be central to the brand's visual identity and website to justify its premium positioning.