Warrendale-based Rue21 dives in with debut swimwear line
Rue21 has taken the plunge with a swimwear line.
Called Ruebleu, it's the first of its kind for the Warrendale-based company.
“Our Ruebleu swimwear will be a terrific complement to the fun warm-weather fashions we will be offering in our stores and online this spring,” says Bob Fisch, Rue21's president and chief executive officer. “We are committed to growing our store base, our brand presence and our merchandise categories in 2014, and this swimwear collection gets us off to a great start.”
The line has been in the works for a while, says Kim Reynolds, senior vice president and general merchandising manager. Customers had asked for fashion-forward swimwear at competitive prices.
So Rue21 delivered.
The collection features separate tops and bottoms in a variety of fun prints and styles designed to flatter any figure.
Through market research and teen surveys, the company found that most teens no longer want a matching top and bottom, but the freedom to have multiple mix-and-match outfits while buying only a few suits. The target age for the bathing suit is the teenage consumer as well as the customer who wants to be 21 or younger, as “everyone wants to be 21,” Reynolds says.
Rue21 has 1,002 stores in 47 states, not only in shopping malls but also in outlet and strip centers.
In the swimwear line available in stores and online, bottoms retail for $14.99, while tops are priced from $14.99 to $19.99. There also are matching accessories and footwear. These items include short-shorts, high-waisted shorts, backpacks, nail polish, cover ups, maxi dresses and sandals — everything needed for spring break at the beach and summers spent by the pool.
The fiesta tribal prints were chosen because they are vibrant and fun — it really captures the Aztec trend that has exploded all over the marketplace, Reynolds says. Also, they chose crochet and fringe styles because textures and new silhouettes are taking swimwear to a new level.
“Swimwear is the No. 1 requested category online and through our social-media sites,” Reynolds says. “We have been working on developing the category over the past 12 months and are thrilled with the end result.”
JoAnne Klimovich Harrop is a staff writer for Trib Total Media. She can be reached at firstname.lastname@example.org or 412-320-7889.
Show commenting policy
TribLive commenting policy
You are solely responsible for your comments and by using TribLive.com you agree to our Terms of Service.
We moderate comments. Our goal is to provide substantive commentary for a general readership. By screening submissions, we provide a space where readers can share intelligent and informed commentary that enhances the quality of our news and information.
While most comments will be posted if they are on-topic and not abusive, moderating decisions are subjective. We will make them as carefully and consistently as we can. Because of the volume of reader comments, we cannot review individual moderation decisions with readers.
We value thoughtful comments representing a range of views that make their point quickly and politely. We make an effort to protect discussions from repeated comments either by the same reader or different readers.
We follow the same standards for taste as the daily newspaper. A few things we won't tolerate: personal attacks, obscenity, vulgarity, profanity (including expletives and letters followed by dashes), commercial promotion, impersonations, incoherence, proselytizing and SHOUTING. Don't include URLs to Web sites.
We do not edit comments. They are either approved or deleted. We reserve the right to edit a comment that is quoted or excerpted in an article. In this case, we may fix spelling and punctuation.
We welcome strong opinions and criticism of our work, but we don't want comments to become bogged down with discussions of our policies and we will moderate accordingly.
We appreciate it when readers and people quoted in articles or blog posts point out errors of fact or emphasis and will investigate all assertions. But these suggestions should be sent via e-mail. To avoid distracting other readers, we won't publish comments that suggest a correction. Instead, corrections will be made in a blog post or in an article.
- 4 ejections, benches-clearing scrum mark Pirates’ win over Reds
- Zimbabwe alleges Murrysville doctor illegally killed lion
- Steelers’ Harrison awaits go-ahead from Tomlin before practicing
- Slot cornerback Boykin should give Steelers options in secondary
- Pirates notebook: Burnett says ‘surgery is not an option’
- Inside the Steelers: Roethlisberger strong in goal-line drills
- Pittsburgh airport improvements noted as CEO tries to expand activity
- Steelers notebook: WR Bryant sidelined after minor procedure on right elbow
- Greensburg native runs unique catering service in California
- Pa. breeding ground for corruption, experts say
- Starting 9: Examining Pirates’ deadline decisions