Caribbean Soul is taking island escapism nationwide. By changing its name to Goin’ Coastal, bringing in higher-quality fabrics and continuing to target a younger customer, the company expects to boost sales.
“We are inspiring others to escape. We want to expand business beyond the Southeast,” said Don Knagge, president, adding that the former name made it difficult for customers “north and west of Texas” to identify with the brand. He said the company generates between $5 million and $10 million in wholesale volume. Next year, Knagge predicts a 25 percent increase.
“What Goin’ Coastal allows us to do is go to any ocean, any river, any lake….It really covers a broader market,” he said, referring to the former name’s geographic limitation.
The 22-year-old tropical brand of casualwear and accessories out of Orlando, Fla., will officially make its debut at Surf Expo in January with the spring collection, and Knagge expects the full transition to be completed by mid-2007.
Goin’ Coastal has brought in new manufacturers to help produce a better-quality standard T-shirt — a heavier, oversize, 100 percent combed cotton body with a side seam — moving away from traditional jersey fabrics. Tops, which include regular T-shirts, tanks and hoodies, wholesale from $6 to $23.
A line of garment-dyed tops and hoodies was launched this fall and will be added to the Goin’ Coastal lineup. “It’s selling extremely well,” said Knagge.
To attract an ever-ambiguous customer that falls between contemporary and misses’, according to Knagge, Goin’ Coastal women’s wear now targets customers 19 and up — younger than the former 35-and-up range. Although woven styles are updated, touches such as a longer cap sleeve keep fits from being categorized as junior.
The vivid, beach-theme artwork designed by Caribbean Soul veteran art director Jim Mazzotta is also getting fresher. Signature screen-printed images such as a dancing lizard and various tropical backdrops will still get plenty of play at Goin’ Coastal, but will be injected with more embroidery, appliqués, larger color selections and higher-tech printing.
Though tropical apparel mainstay Tommy Bahama would seem a likely competitor, Knagge thinks not. The difference, he said, is in pricing. “We’re kind of in our own little niche in terms of our price point. Nothing retails for more than $50.”
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Goin’ Coastal targets department stores such as Bealls, Stage, Belk and J.C. Penney.
Looking ahead, freestanding stores are a possibility. “You never want to say no,” said Knagge. “That could definitely happen. We’ve considered doing an outlet store — in Florida, for sure.”
Several licensing agreements initiated by Caribbean Soul, such as a handbag deal with Sun ‘N’ Sand Accessories, will remain intact, and the company is working on a line of shower curtains, bath mats and decorative items, among other licensing projects. But, according to Knagge, “basic apparel is the strongest product for men and women.”