Omni Merchandising, Instagram and Bathing Suit Shopping

Plus a few recommendations from a Zillenial!

In 2013 “Omni Merchandising” was emerging as a critical buzzword in the fashion industry, as shoppers were moving more fluidly between physical stores and websites to shop. Most companies had their store buyers doing one thing and their online team doing something completely different, which meant customers were getting mixed messages and inconsistent experiences with the brand.

Customers didn't care about the behind-the-scenes stuff – they just wanted the same products, prices, and vibe no matter how they chose to shop. Whether someone was browsing on their phone during lunch, checking things out in-store on the weekend, or ordering online from their couch.

I had spent the ten years prior working as an e-commerce buyer and eventually an executive, so I was poised to help companies during this transition and thus, my consulting business was born. I helped restructure organizations by consolidating previously separate buying teams into unified merchandising groups. I trained merchants and executives on how to evaluate and report on the business through the lens of the new customer’s shopping journey. We studied and evaluated the KPIs for an online business, compared retail traffic and product sell thrus, and walked them through the new version of the marketing funnel.

Getting everyone on the same page became crucial for making sure inventory, sales, and marketing all worked together instead of against each other. I still have my “online manifesto” that I gave to every client and employee when I started a new project. I remember how disruptive it was at the time and I look back now and giggle at the section dedicated to “growth of customers converting on their mobile device”. I remember begging the web and creative teams to move to a “Responsive Web Design” which meant having fluid grids, flexible images and media queries so the website would adapt to the different screens the customer was using (desktop or mobile).

Ten years after Omni Merchandising became the retail world's favorite solution, the customer journey has completely shifted AGAIN. This time the disruptor is social media and affiliate marketing which has turned shopping into something almost unrecognizable from the 2010s. The traditional path of browsing a retailer's website or walking into a store feels almost quaint compared to impulse purchases triggered by a single Instagram story.

Retailers who spent years perfecting their omni-channel experience suddenly have to navigate a landscape where customers might never even visit their official website – instead, they're buying directly through social platforms or following affiliate links that bypass traditional marketing funnels entirely.

Only to further complicate things, Shopify has democratized e-commerce by handling all the technical heavy lifting like payment processing and inventory management – allowing for a flood of niche brands to launch and leave consumers feeling like the product choices are endless.

As I was recovering in bed pondering the next phase of my career, I realized that I wanted to be a part of this industry disruption. I first applied to the ShopMy affiliate platform in February and was rejected because The No Stress Club was in its infancy (2 newsletters and less than 300 instagram followers - wah, wah). After a few months of growing my Instagram and consistently putting out content (this is my 32nd newsletter!!) I was finally approved in May. LFG

I quickly got to work and started to build my own shop with all of my favorite items. I had always dreamed of opening my own store, but between consulting work and the reality of start up costs, it felt like an unattainable goal. Instead of buying inventory pre-season, I can recommend products in-season through my links and earn a commission when people click through and purchase. The commission rate varies by retailer and not all products I recommend offer a commission - but I love that ShopMy allows me to curate products I like and offer that experience to my followers.

I have had many requests for bathing suit recommendations and with peak summer coming up there is no avoiding wearing one. The challenge is finding something that provides enough support and structure for you to feel confident, without looking like you’re wearing a medieval corset disguised as beachwear.

I much prefer to buy bathing suits online because shopping in person feels like voluntarily signing up for emotional warfare, with merciless lighting and mirrors that seem calibrated to highlight every insecurity you didn't know you had. The process begins with optimistic browsing through racks followed by the soul-crushing reality of trying them on.

Here are my TOP bathing suit brands and favorite silhouettes.

Bondi Born

They are Australian so obviously they know swimwear. Their Sculpteur fabric is much cheaper than a tummy tuck and zero recovery needed. I have collected many of their bathing suits over the years and they last forever. In no particular order, the MacKinley One Piece, if you prefer a thinner strap try the Aerin One Piece. Lastly this Margot 1pc in this bright red color is so gorgeous on tanned skin. They make a bikini too.

Left on Friday

This brand was started by two women who worked at Lululemon and their bathing suits are perfect for a more active beach day. Their fabric is made in Italy and so flattering. I like the Sunday Top, Hi Bottom and Sunday Suit. They have so many colors but I always stick to neutrals in navy, black and brown.

JCrew

My first job at JCrew was as the swimwear buyer and I can vouch that the make a fantastic quality bathing suit. My favorite from them is the Gemma Bandeau 1pc in their sculpt fabric and the Claudia Scrunchie 1pc.

Summersalt

I bought this bathing suit after seeing a video of the founder wearing and talking about this style. It just arrived and she is right - the sidestroke in the white sand is fantastic.

Honorable mentions:

Tropic of C Sculpting 1pc - I find the delicate width of the straps so sexy. Plus is is sculpting.

Juillet 1pc, Balconette Bikini Top, Hi Rise Bottom and skirt - I love the crinkled gingham and the matching skirt is cute worn for a stroll into town!

Eres Les Essentiels 1pc I understand the hype - but I rank Bondi Born higher and less expensive

Hunza G 1pc and Celine 1pc their fabric is great but JCrew did a great job of sourcing a similar fabric for less $$.

Flora Suit - I don’t love a cut out - but this flower pattern is perfectly positioned to be very flattering.

COS tote Bag Manolo Blahnik Sandals Etro Pareo Prada sunglasses Tropic of C one piece

You can shop all of my beach picks HERE!

AND….if you are lucky enough to be born after 1990 (or want to feel like you were) I recruited my youngest sister, Marissa Galante Frank, Fashion Director of Accessories & Beauty at Bloomingdales to tell me what her beach essentials are.

striped beach pant, AG sunscreen Clare V bag charm Onia 1pc Caroline de Benoist necklace Loeffler Randall nylon tote Ancient Greek jellies Clare V striped tote raffia hat Caroline de Benoist bracelet

As always thanks for subscribing and please share with friends!!!!

Good luck with the bathing suit try on…GULP.

Xo