by MIKE CHAIKEN
CONTRIBUTING FASHION EDITOR
Like most of the world, Luli Fama has been impacted by the COVID-19 pandemic.
Luli Fama recently provided a colorful virtual livestreamed runway capper to this year's Paraiso Miami Beach with its Diosa (Goddess) collection in August.
"We had to quickly shift our communication strategy to adapt-with this unprecedented time," said Lourdes Luli Hanimian in an email interview. "We definitely did a 180 degree in terms of messaging and adapted our tone to be more aligned to our customers' current lifestyle change."
To address the changes in the swimsuit market, Hanimian said Luli Fama repositioned its swim and resort wear to be worn beyond the beach or tropical destinations.
"Through our online and social media channels we encouraged our customers to seek alternative ways to soak up the sun and be outdoors, with images and captions that portrayed sun bathing in their porch, taking a dip in their backyard pool, hitting the open waters on a private boat and exercising on their balcony for example," said Hanimian.
"We maintained a positive and hopeful attitude with optimistic messaging such as drawing on inspiration from beach vacations our customers are dreaming of and can embark on once COVID-19 is a thing of the past," said Hanimian.
The economy also has taken a hit and Luli Fama also is addressing this change.
"With the inevitable temporary shutdown of our flagship store. We’ve been focused on communicating directly with our customers via our online and social media channels and making certain that we are conveying the right message," said Hanimian.
"One of the most effective ways we have been able to disseminate information to our customers through our staggered email blasts allowing us to send marketing messages to a targeted shopper list," said Hanimian.
With fashion shows limited and most trade shows moving on-line, Hanimian said, "We’ve been working diligently to make sure we offer a great and seamless online shopping experience that attracts customers."
"We are currently looking into a platform that bring the fitting experience to our online store with a 3D virtual fitting room and style plug in," she said.
And like many fashion-oriented businesses, Luli Fama is marketing its own line of masks.
"We curated Luli Face masks designed to flatten the curve, while offering stylish and washable facial protective gear that complements our swimwear," said Hanimian.