Digital marketing drives global growth for swimwear brand

Digital marketing drives global growth for swimwear brand
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Jess Williamson, CEO of Ete Swimwear Jess Williamson was so sure a career as a senior executive was in her future that she enrolled in business management at the age of 17. “I was always determined to be a CEO, I just wasn’t sure what I was going to be in charge of,” she says today. “It didn’t matter to me, I just wanted to learn how to handle the ropes from the top.” The prospective entrepreneur was working in digital marketing before her love of lifestyle and fashion led her to start her own business two years ago. Williamson designs her Ete Swimwear range (pronounced et-teh) from her home office in Perth and heroes luxurious, unique designs with hand-painted watercolour prints that are exclusive to the brand. “I was drawn to the idea that I could design things that I love myself, and the business just grew from there,” she says. “The inspiration for our designs comes from celebrating and inspiring women to be confident and happy.” After releasing her first product in 2016, she was invited to feature at New York Fashion Week, and has recently signed distribution deals with major US retailers. Ete Swimwear also retails on Australia’s largest online retailer, The Iconic. “I’ve seen a lot of traction for the brand in the US,” she says. “Australian consumers seem to want what everyone else is wearing, whereas US consumers seem to prefer the idea of being original, and our products are unlike many on the […]

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