IIXIIST (formerly Frankii Swim) director Rebecca Klodinsky reflects on the impact of COVID-19.
2020. Where do I begin.
I entered this year excited for fresh beginnings; both personally and professionally.
A long-awaited brand relaunch was finally about to take action, closing the chapter to years of lawyer meetings (and legal fees) due to a saturated swim market full of brands that all sound the same.
My beloved Frankii Swim, whom I had worked so hard on – blood, sweat and tears - was to have her glow-up as we officially relaunched as IIXIIST.
Changing the brand name was already a scary thought, especially when it had become a household label girls around the globe loved.
Then came Coronavirus.
The impact of COVID-19 can't be underestimated. It’s been heartbreaking learning about fellow businesses in the fashion trade being forced to close their doors as consumer’s spending habits are halted.
It was the final tip of the iceberg to what was an already turbulent year, and it's clear that surviving through this global pandemic is an ambition only some will surpass.
I started IIXIIST (formerly Frankii Swim) when I was in my early 20s and was flung headfirst into a grown-up life and new normal; I had a baby, built a bikini brand to the point of earning $7M a year, all while navigating single-motherhood and running an international brand in the days where social and e-comm were relatively uncharted waters… and all before 30 years old.
Navigating through life has always been sink or swim for me, which has allowed me to remain somewhat level-headed in adjusting to this new climate.
As a business owner I made the strategic decision to use this lockdown as down-time, temporarily relieving IIXIIST of many moving parts; some employees are on annual leave, digital advertising campaigns cancelled and plans on hold.
I was an early adopter in making the adjustments, which prepared me for when it really hit. We’ve been lucky in the fact that our business if 100% online with no brick and mortar doorways, so while our web sales somewhat slowed, the COVID-19 crisis remains manageable.
I’m working from home and focusing all my efforts on what will happen when we come out of this.
Our very first IIXIIST branded collection is in production and we’ve moved all Frankii branded stock to outlet pricing, giving our customers an even happier price point to shop at.
I chose to not aggressively push the sale products to my customers throughout this time and instead use my channels to do live Q&As and polls, while still posting our brand and user-generated imagery to keep the momentum up.
People don't need to be sold to right now, people need people.
Over the eight years of operating we’ve really built a dedicated legion of followers and widespread audience.
This situation is unique and I understand that once the tide turns, our audience will resume business as normal. Shoppers will shop when they are ready to shop again.
I think it’s imperative to be mindful of how we, as brands, communicate to our customers; we are all in this together.
Throughout this time of social distancing what’s been a huge saviour is technology, with the likes of Slack, Zoom and Houseparty allowing me to connect and communicate.
I recently directed a new IIXIIST photoshoot via Houseparty, which allowed me to direct the photographer and model from my own home as they shot new content for the relaunch of IIXIIST.
While COVID-19 has changed sales, I am one of the fortunate ones, to be able to sit tight and see this through. I’ve worked hard in maintaining a healthy balance sheet and managing my financials meticulously, it’s only fitting we’re relaunching with a name that represents strength and possibility.
Questioning how people navigate through life, how they exist, a new theme was brought to life: IIXIIST. In a space that is neither conforming nor rigid, IIXIIST gives its customers a reliable place to shop, to be inspired, to learn, to diversify, to express, to recreate.
The launch of IIXIIST brings a new space with a future that is limitless.