How Love, Bonito plans to promote first-ever kid's swimwear collection

Love, Bonito has launched a new Kids collection, including its first kid’s swimwear line. Vanessa Yeo-Barger, VP of brand, told MARKETING-INTERACTIVE that the target audience for the new collection are mothers with children aged 12 months to seven years old. The collection features matching swimwear for both mums and kids.

To promote the new line, currently ads are up and running on its key social media platforms, discovery and search. Yeo-Barger shared, “We approach many of our campaigns with a 360 lens, looking at leveraging various platforms including both organic and paid methods. We don't just limit ourselves to content creation across our owned social media platforms, but we also work with brand ambassadors and their children for fun snaps, media outreach as well as paid advertising,” she said, adding that campaigns with authentic storytelling truly engage customers.

The new collection will feature Love,Bonito’s own in-house print, Summer Playthings, featuring abstract shapes, forms and lines. Yeo-Barger explained that the inspiration behind the prints came from how children perceive the visual world differently from adults. The new collection is also created using two new materials, printed rayon and drapey summer denim, both of which are light and breathable to ensure comfort for hotter days.

Yeo-Barger added: "Our collections cater to women across various life stages and as our customers grow to take on new roles like being a mum, we want to provide them the ease of purchasing chic and comfortable apparel for their little ones too."

Earlier this year, Love, Bonito collaborated with visual artist Kristal Melson, also known as KrisonAutopilot, to create its very first NFT named "Tiger Bloom". Love, Bonito's spokesperson told MARKETING-INTERACTIVE that the artwork relates to the re-emergence of the self through the journey of becoming a mother. 

Love, Bonito also previously partnered with Mattel to offer a limited-edition collection of Barbies for select markets in Asia including Singapore, Malaysia and Hong Kong and Indonesia. Titled “Dream It, Do It!”, the collaboration aimed to inspire young girls and women to believe in themselves and be empowered to pursue their limitless potential. The brand worked closely with Barbie to curate different body types.

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