HIKING HAPPY CAMPER T-Shirt

HIKING HAPPY CAMPER T-Shirt . Via di Gioia has a Mediterranean look and a certain feminine elegance, as the fashion entrepreneur described the brand. “I like to see the brand as an atelier. Many fashion brands start their name with ‘Maison de’ or ‘Casa di’. I made a variation on that by starting with ‘Via’ – which means ‘the way’ in Italian. ‘Gioia’ stands for ‘joy’. Et voila: Via di Gioia – The way of joy.”Furthermore, the bikinis in cup sizes with an authentic design for young women are the brand’s signature. “I bring out the authenticity in designs with embroidery, which I have a fondness for. That will be reflected in every collection.”“The brand has a wide range of band and cup sizes. In addition, the designs are very detailed when it comes to texture and embroidery. You don’t see that very often in the swimwear industry. Finally, sustainability and ethical production are important. For the consumer who values this highly, or all three USPs, this brand is a dream!”Via di Gioia focuses on women between the ages of 20 and 40. “But anyone younger or older can definitely wear the bikinis. The focus of the target group is mainly on the fit of the bikinis. There are also brands with bikinis in larger cup sizes, but they often focus on the 40-plus age group. I see a gap in the market for younger women.”The first collection is available through the global webshop. Via di Gioia also celebrated its launch with a pop-up store at SF/Collective in Amsterdam, which is open July through August from Thursday to Saturday.

HIKING HAPPY CAMPER T-Shirt, hoodie, sweater, longsleeve and ladies t-shirt

HIKING HAPPY CAMPER T-Shirt . The fashion entrepreneur further indicated that she wants to take the step into wholesale. For this, she is looking for (inter)national wholesalers. “I see Via di Gioia being sold in lingerie shops and department stores. It’s a dream to be in the Bijenkorf (Netherlands), Galeries Lafayette (France) or Rinascimento (Italy). These department stores sell cool brands of good quality and with a good story. In addition, Dutch consumers often go to lingerie shops to buy bikinis, so these shops in the same price range also seem suitable for Via di Gioia. There will certainly also be individual shops that sell beautiful brands where Via di Gioia fits in.”“The brand is in the mid-high segment. A bikini set costs an average of 150 euros – slightly cheaper than the brands you find in the Bijenkorf.”A short-term goal is to realise a second collection. “To make that possible, I need to sell enough of my first collection. The design of my second collection starts in September, so these are the months in which marketing, sales and brand awareness need to succeed.”In the long term, Van Oorschot wants to make Via di Gioia ‘the most famous swimwear brand in the world’. “I’m also thinking about opening flagship stores in major coastal cities, such as Barcelona and Miami.”
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