California Apparel News

In the coastal city of Santa Barbara, Calif., Heather Taylor’s A Tropical Affair boutique synchronizes two of the most body-conscious items in a woman’s dresser to be sold in harmony: lingerie and swimwear. Starting as a shopgirl in boutiques at the age of 14, Taylor sharpened her sartorial eye in New York as a fashion stylist and then in retail at Ralph Lauren and What Comes Around Goes Around. Taylor opened A Tropical Affair in 2000 to provide a fun, relaxed, resort-like atmosphere for women when shopping for the most-intimate garments.

California Apparel News recently caught up with Taylor to discuss how she creates retail synergy with lingerie and swimwear.—Rhea CortadoCalifornia Apparel News: How is it complementary to sell lingerie and swimwear together in the same store?Heather Taylor: It works well in Santa Barbara because the weather is great and it is an amazing destination town. Our customers are locals, travelers and brides and come to purchase lingerie, swimwear, sleepwear, accessories and cruisewear. It simply gives a one stop for any vacation or staycation.What are some of the best-selling brands in your store, and why are they successful?H.T.: [For] lingerie, Mimi Holliday, Chantelle, Huit, B’tempt’d and Eberjey. With Mimi Holliday, we found that the designs are adorable for a price point that was less than many competitors for similar fabrications and styles. With Chantelle, it was about an amazing fit and feel from fashion to basics. Huit has great sheer sexy underwires, a unique design aesthetic and a devout following. For B’tempt’d by Wacoal, our customers love the fit and style, and the prices are great. Eberjey offers some of our most popular bralets, thongs, chemises and pajamas. [For] swimwear, So De Mel, Vitamin A and L*Space. We love the designers from Brazil and Italy who believe, “The more you cover the bigger you look.” So we specialize in skimpier suits than most boutiques. We also try to veer away from surf lines and find brands that are more spa and resort-driven. New for us are Salt, Mikoh and Tori Praver. What do you look for when trying out new lingerie brands or new swim brands? H.T.: I often want solid colors and a great fit—not first-time producers. I want to know they can ship and make a product that fits—good cut, meaning it has to flatter the breasts and the bum and, of course, be unique. With this said, I know it when I see it.You also have a robust selection of merchandise in your online store. What is the significance of the online store to your overall business? H.T.: We are very excited to be online and take a great deal of pride in what we have built. It launched in October 2008—which was not an easy time—but since then, it has become significant to our bricks-and-mortar location and all-over sales. For both swimwear and lingerie, fit is very important. How hands-on are you with helping your customers in choosing what’s best for their bodies? H.T.: We have full training for each staff member on how to fit bras and are constantly sizing customers. We only hang one of every style in the store, which, in turn, allows us to work very closely with every customer by retrieving sizes. So we often see every bra and swim suit tried on and are able to make great suggestions as per a fit.What trends, colors and silhouettes did you write that you anticipate will be hits for this Spring/Summer? H.T.: Colors for Spring swimwear and Cruise are centered on white, yellow, coral and turquoise. The only addition for lingerie would be pale pink and fuchsia. For silhouettes, teddies and rompers remain a fun, sexy look that continues to hold our attention—Only Hearts, Eberjey and Hanky Panky. We have seen a resurgence of crop camis—not fitted under [the] bust—in both swim and lingerie from brands like Zinke and Basta that we are also considering. We have had great demand lately for a variety of pretty soft cups. The main request is for smooth lace with an extended band in a variety of sizes. We are also looking to find sheerer and lace bras, non-padded with matching low sexy thongs and briefs to match. We don’t usually carry brands that only offer bras and briefs without a thong option. On underwear, the cheeky, low-waist brief is still strong in swimwear and lingerie. What we avoid is all-embroidery. For some reason, our customers don’t respond to it.