THIRDLOVE SWIM
BRAND STRATEGY & EXPERIENTIAL MARKETING
My senior capstone explores how swimwear can move beyond trends to solve a real consumer need: confidence. By expanding ThirdLove into swimwear through the Confidence Studio, the concept blends fit innovation with an immersive retail experience that helps women feel supported, understood, and confident in a traditionally vulnerable shopping moment.
To better understand how women approach swimwear, I developed a simplified archetype framework that identifies different emotional and functional needs behind the shopping experience. Rather than designing for a single customer type, the system recognizes multiple mindsets that shape what women prioritize in swimwear—from support and security to confidence and self-expression. These insights informed product design, merchandising, and the personalized journey within the Confidence Studio.
