Case Study #2: Malia Mills Swimwear

1. Malia Mills product was top quality, made locally, and sized to fit every shaped woman- not just the small, medium, and large. She keeps her product fresh with European fabrics of all colors and patterns.

2. Malia Mills not only offers an amazing product for her customers, but she offers an experience when shopping for one of her swimsuits. She has a comfy lounge, fitting areas with privacy so that you can try stuff on without the rest of the world seeing you, and complimentary bottled water so that the customer feels relaxed.

3. I would look at where the majority of the customers have heard about the company. Maybe just by asking when they check out “How did you hear about us?” If the advertising got enough business to offset the advertising cost then I would say that it is cost effective .

4. Malia Mills is trying to create the most comfortable atmosphere possible. She wants her customers to have a pleasant experience with no feelings of discomfort.

5. She could try trade shows, events that involve swimwear or swimming type events, maybe boat shows. Maybe combining with another popular brand of some type of clothing that would compliment her bathing suits, to draw in another following of established clients. 6. The Polaroid project was successful because ordinary women saw other ordinary women in the bathing suits rather than some super model who probably looks good in anything. This caught peoples eye and sparked their curiosity as they were passing the store and drew them in.

7. Malia Mills could donate proceeds to organizations that promote healthy lifestyles. She could donate proceeds to a beach/ocean conservation. They could sponsor an event such as a beach party or some type of sporting event and just make it outrageous and spectacular. Also, they could sponsor a television show were the actors are wearing her product. Or, they could make a funny You-Tube video and hope it goes viral.