Beachbum’s designs are inspired by the spirit of holiday wear
Beachbum is an India-based lifestyle clothing brand that embodies the playful and chic spirit of today’s fashion-forward individual. The brand celebrates simplicity, colour, and the free spirit, making it the ideal choice for those who want to effortlessly transition from work to after-work social events without the need for a complete outfit change. Speaking to Fibre2Fashion, Founder and CEO Aparnna Gupta discusses beachwear market in India.
Beachbum’s aesthetic reflects a laid-back, beach-inspired lifestyle. Could you tell us about the inspiration behind starting Beachbum and how it evolved?
Beachbum was born out of a desire to offer tasteful, versatile, and multifunctional pieces that celebrate femininity and nature. Launched in 2020, the brand emerged during a time when domestic brands found unique opportunities to flourish. My experience as an exporter with exposure to international brands, combined with the pandemic’s shift towards supporting local artisans, inspired me to create a line that blends international silhouettes with Indian sensibilities. Beachbum’s designs are inspired by the spirit of holiday wear, blending global craftsmanship with the warmth and artistry of Indian aesthetics. This brand evolution reflects my belief in natural beauty, functionality, and the enduring appeal of eco-conscious fashion.
How is the rising emphasis on sustainability impacting the beachwear industry, and what trends do you see shaping the future of eco-friendly fashion?
Sustainability is no longer optional in the holiday wear industry; it is essential. I believe consumers are increasingly drawn to brands that prioritise eco-friendly practices. At Beachbum, we address this by creating durable, versatile pieces from sustainable materials that align with conscious consumer values. Future trends will likely focus on minimising waste and embracing biodegradable fabrics, further pushing the industry towards thoughtful, responsible fashion.
How does Beachbum ensure its products are aligned with sustainability, and what are the biggest challenges you have faced in maintaining an eco-friendly approach?
To ensure Beachbum stays aligned with sustainability, we focus on using eco-friendly materials such as 100 per cent cotton, lightweight double gauze, macrame, shantoon, viscose, flex cotton, and single jersey. These fabrics are not only sustainable but provide the comfort and breathability our customers value, especially for summer wear. Staying committed to this approach reflects our core values of ecological responsibility while meeting consumer expectations for quality and style.
One of our biggest challenges in maintaining this eco-friendly approach is avoiding overproduction, which can lead to waste and negatively impact the environment. To tackle this, we use an automated inventory system that relies on real-time data to help us produce only what is necessary. This way, we meet demand without excess, which keeps our operations sustainable.
What role does customer feedback play in shaping new collections or designs at Beachbum, and could you share an example of how feedback influenced a specific product?
At Beachbum, customer feedback plays a significant role in shaping new collections and designs. We closely monitor feedback from our consumers, particularly from our in-store partners. These partners, especially those in locations like Goa and Pondicherry, provide us with valuable insights into how customers respond to our products, especially the touch and feel of the collection. Their feedback helps us refine our designs and launch new collections accordingly.
For instance, when we received positive feedback about our yarn-dyed stripes, we decided to introduce variations and tweaks in subsequent collections. Similarly, our After Eight collection, which featured evening wear elements like sequins, was a hit with consumers, prompting us to evolve and repeat the collection for the next season. Our kaftans and cover-ups, which incorporate Indian sensibilities with embroidery and macrame work, have also been well-received, and we continue to refine and reintroduce these styles based on consumer demand. This feedback-driven approach ensures that our designs remain relevant and aligned with consumer preferences.
How do you go about selecting the materials and suppliers for Beachbum’s product line, and what criteria are essential in this selection process?
When selecting materials and suppliers for Beachbum’s product line, we focus on a few key criteria that align with our brand’s values of sustainability, comfort, and quality. First and foremost, we prioritise eco-friendly fabrics such as 100 per cent cotton, lightweight double gauze, viscose, and macrame, which not only support our commitment to sustainability but also offer the breathability and comfort necessary for holiday wear.
We carefully evaluate potential suppliers to ensure they align with our ethical standards, particularly when it comes to sourcing materials that are sustainable and readily available. Our manufacturing setup is designed to be agile, allowing us to work with suppliers who can quickly provide high-quality materials while meeting our sustainability and production requirements.
Another important factor is the ability to streamline the production process. We choose suppliers who can support our fast-paced production timeline, ensuring that we can produce samples quickly and efficiently, and scale up production as needed. Our goal is to create a seamless flow from concept to market while maintaining the highest standards of quality and consistency.
Beachwear often has a seasonal demand. How do you navigate these shifts, and what strategies do you use to keep the brand relevant throughout the year?
To navigate the seasonal shifts in demand, Beachbum takes a proactive approach in planning our collections with a focus on versatility, comfort, and style. We believe in offering pieces that are not only for holiday settings but also transition seamlessly from day to night, which is why our After Eight collection, featuring evening wear elements like sequins, has been particularly successful. This collection blends fun, glamorous details with the versatility Beachbum is known for, and based on customer feedback, we plan to evolve and reintroduce similar styles that meet consumer expectations.
To maintain relevance throughout the year, we strategically design collections that cater to both seasonal trends and timeless wear. This dual focus ensures that while we embrace the fun and light-hearted nature of holiday wear, we also provide styles that stand the test of time.
Could you share any key factors or strategies that have driven Beachbum’s growth and helped it stand out in the competitive beachwear market in India?
Our growth has been driven by a strong commitment to sustainability, inclusivity, and a unique aesthetic that fuses global style with Indian craftsmanship. By focusing on size inclusivity, using eco-friendly materials, and offering designs that are both versatile and chic, Beachbum has carved out a niche that resonates with customers looking for both style and substance. Additionally, using digital marketing and social media has boosted our brand visibility, allowing us to connect authentically with a community that values sustainable and thoughtful fashion.
With evolving consumer preferences, how important is inclusivity in sizing and style in today’s beachwear market, and what are brands doing to cater to this demand?
Inclusivity is paramount as more consumers seek fashion that reflects diversity in body shapes and sizes. Brands are increasingly focusing on size-inclusive designs, and at Beachbum, we are proud to offer pieces that cater to a wide range of body types. By focusing on adaptable designs like kaftans and co-ords, we ensure that every woman can find something that resonates with her, promoting confidence and self-expression.
How does Beachbum prioritise inclusivity in its sizing and design, especially considering the growing demand for diverse body types in fashion?
As mentioned earlier, inclusivity is a fundamental principle at Beachbum. As my personal journey taught me the importance of adapting style to meet changing body needs, I wanted Beachbum to offer pieces that embrace all body types. Our size-inclusive approach ensures that every woman can find something that makes her feel confident and stylish, regardless of her size. This commitment to inclusivity is reflected across our collections, from our easy-to-wear kaftans to our adjustable co-ords and jumpsuits, which accommodate diverse shapes and sizes.
What challenges have you encountered in building a strong online presence for Beachbum, and how important has digital marketing been to your brand?
Building an online presence for Beachbum has been essential but challenging, especially as a digitally native brand. Digital marketing has allowed us to reach a broader audience, but the challenge lies in standing out amid a crowded digital space. We focus on showcasing the versatility, durability, and elegance of our collections through vibrant visuals and engaging content, which help communicate the spirit of Beachbum effectively. Social media has been a crucial platform for us, enabling us to connect directly with our audience and build a loyal customer base.
Are there any upcoming collaborations or expansions you are excited about that you could give us a sneak peek into?
We are thrilled about several upcoming collaborations that will introduce new textures and styles to the Beachbum family, all while staying true to our core values of sustainability and inclusivity. Our goal is to partner with artisans and designers who share our vision for eco-conscious, chic fashion. While it is too early to reveal all the details, we are preparing to unveil versatile pieces that celebrate the fusion of global and local craftsmanship, ideal for both holiday and city wear.
For the upcoming Spring-Summer season, we are excited to launch relaxed silhouettes such as kaftans, cover-ups, unisex T-shirt co-ord sets, menswear, and gender-neutral options. Additionally, we will introduce anti-fit T-shirts made from hosiery fabrics with digital prints, which are expected to be in high demand. These designs emphasise ease and comfort, perfectly suited for the laid-back holiday lifestyle that defines the season.
Lastly, what vision do you have for Beachbum over the next five years, and what new trends or innovations do you see shaping the future of beachwear in India?
Over the next five years, my vision for Beachbum is to become a leading sustainable fashion label that represents the best of Indian craftsmanship while catering to modern, purposeful women. As eco-conscious fashion gains momentum, I see sustainable materials and multifunctional design becoming key trends. Our commitment to timeless, size-inclusive fashion will remain central, as we continue to innovate while honouring traditional artisanship and supporting ethical production.
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