New York—Gottex might be well known for its chic swimwear, but it’s about to be known for a whole lot more. The company has just expanded into a full range of accessories— hats, scarves, coverups, handbags and jewelry—to be worn poolside, beachside… or nowhere near the water at all.
Gottex has lined up a strong mix of licensees to bring the accessories to life and get the best distribution. GIII is licensing beach totes and bags (retailing from $50 to $250); Physician Endorsed is licensing hats and scarves (hats will retail from $50 to $200; scarves from $90 to $130; Balibelts is licensing belts ($60 to $120); and Finesta is producing jewelry ($50 to $300). Gottex also has a line of upscale matching silk cover-ups, which is manufactures in-house.
“Gottex’s colorful and graphic prints are all shared with the licensees, who interpret them for their respective collections. This lets the consumer see the complete lifestyle brand look,” says president Linda Sassoon, who notes that while major department stores will separate the swimwear and the accessories due to different departments and buying teams, the hope is to have the styles shown as a lifestyle brand in other channels. Beyond traditional swim stores and swim departments, Gottex accessories’ distribution channels will include cruise ships and country clubs.
Elissa Margulies, designer, Physician Endorsed, gives her take on looks for hats and scarves: “Key hat silhouettes for Spring/Summer 2013 are dramatic brims but ones that are still comfortable to wear. As the Gottex customer expects both glamour and versatility, we’ve incorporated adjustable head sizes, memory wires, removable crowns and packability into designs. For scarves, we’re especially excited about the hand painted designs, which are based on original Gottex artwork.”
The Gottex brand has two divisions: Gottex and Profile. “Gottex is the original brand, targeting the ‘toe-dipper’ or ‘Palm Beach Lady,’” according to Sassoon. The line is based on silk screened multicolored engineered prints with dramatic matching beachwear cover-ups. Profile by Gottex is a slightly younger-minded consumer or active “Yoga Mom.”
The accessories will reflect the different demographics that Gottex targets.
Call it beach lifestyle. No water required.