The assignment was to unearth what exactly was distinguishable in a saturated market that provided consumers with a plethora of quality product, design choices, and boutique service.
Design Engineering
PQ Swim, a swimwear and resort apparel brand with a decade-long history, by year end 2022 was experiencing slowing growth due to an ever crowded competitive space selling, ‘sexy, luxury, and confidence.’ While thier product was distinctive, their true value was no longer resonating as it once did.
Our Partnership
Focus
Consumer studies revealed a unique aspect of PQ Swim’s design approach that was highly valued. It came to be known as ‘Design Engineering.’ According to PQ Swim’s loyal fans, the fabric choices, construction techniques, and consideration in the design execution that every woman’s body is unique, netted a suit that felt ‘designed just for me.’ And hence, applying the idea of design engineering in the bikini space became a foundation for the service, the value proposition, and messaging, creating a unique find for women obsessed with celebrating their bodies.
Demonstrated Impact
Credit to the team at PQ Swim for embracing the work, trusting the consumer studies, and comprehensively implementing the Brand Compass work beginning late 2023. By end of 2024 online sales have grown 42%, YTD 2025 sales are up 49% YoY, discounting has been reduced by 4 full points, and returns reduced by 6 points. Embarking now in 2025, PQ Swim is back on a healthy path of growth and profitability.