As I am coming close to the end of my Fashion Marketing course at Raffles. I need to work on my major project as part of my graduation piece. The difficult part for me is what kind of product do I pick and something that I will find enjoyable to work on for 6 months. Since I love summer and I love to wear a bikini. So I thought of developing a swimwear brand called "Every Inch". But why did I pick this name? I took a lot of time researching about swimwear and the market growth in Asia and across the world. What I found that is very lacking is that retail shops are actually neglecting the bigger sizes especially here in Hong Kong. I have done some surveys as well and I found that most of the plus size women are dealing with some difficulties in finding their sizes, Upon doing my research, I have come into a decision that I should develop a swimwear brand that caters for all sizes, which will be my brand unique selling point. As you go through this blog, you will understand more about 'Every Inch' and its purposes.

‘Every Inch’ offers beachwear line catering to female ages 16-38 years old leading with a plus-size ladies niche product with a clearly defined target customer. Retailed initially online and based in Hong Kong, customer success allows for quick expansion opportunities across Asia, and even Europe and the Americas. USA.  Every Inch will serve as a diverse brand that caters for all sizes from size xs to 9x. The product line will include swimsuits, bikinis with 100% UV protection, cover-ups to protect the consumers from the sun when they are not swimming, or when they are walking around, dresses, and accessories such as, beach towels.

Every Inch Vision

Every Inch wants women of the world to feel sexy, confident and proud of the skin they live in. We want every beautiful inch of you to feel sassy and beach ready. We celebrate curves and believe in the words of Megan Trainor:

‘Every Inch of you is perfect from the bottom to the top’

Every Inch Mission

Every Inch is an affordable swimwear brand. We design unique products for ladies who seek high quality fabrics and exceptional craftsmanship at inexpensive prices. Our designs compliment a full figured body to ensure you feel confident wearing our swimsuits from the sun lounger to the pool or the beach to junk party.

Every Inch prides ourselves on excellent customer service and our online sales personnel will be only to happy to help you with your order and any other assistant.

Every Inch Product 

Every Inch Packaging

The packaging for Every Inch will be stored in a box. Every Inch chose not to pack our product in a plastic bag is because we want to keep the product safe and store it in a good condition. Inside the package, Every Inch will also include a certificate card of 100% UV protection for all swimsuits, stickers of Every Inch brand logo, receipt of the transaction and a return slip for any return items for exchange back to our warehouse.

Every Inch Advertising campaign

Every Inch has 5 different kinds of marketing strategy. This will include packaging, junk boat party, collaboration with party events in Asia, blogs from the website and the launching of Every Inch.

Final presentation

September 15, 2015 was the day that i need to present my swimwear brand. It was a very busy yet stressful week for me but i am super glad and super proud of my achievement. This has got to be my best project that i ever created so far. Although some of my printed images are a bit pixelize but that did not bring down my entire project. A quick tip for everyone who are currently or are going to print something bigger than an A4 size, make sure to print all the stuff that need to be printed a week before your submission. So in case the images are blurry, then you will have more time to fix it before the deadline. 

Overall, my project was a success. I am very much satisfied and hopefully someday i can build this brand for real in the future. 

All images from the photoshoot will be posted in my next blog and as well the highlight video of Every Inch.

Yours Truly,

Michelle Chan