Sustainability Never Goes out of Style

COÉGA Sunwear, a home grown sustainable and comfort swimwear brand marked a significant milestone this year, with the brand celebrating its 20th anniversary. The landmark occasion signifies COÉGA’s journey and tremendous progress from a local start-up business to now being available in over 150 retail locations across 12 countries worldwide.

Maureen Hall, Founder, and CEO at COÉGA Sunwear talks to us at the backdrop of this milestone year to highlight the brand’s story, market trends, and evolving customers.

Market depth
The swimwear landscape is ever-evolving in exciting ways, reflecting the region’s unique blend of tradition and modernity. Dubai, being a global hub, showcases a diverse array of swimwear styles. Firstly, modest swimwear has seen significant growth. When COÉGA first introduced its modest swimwear 20 years ago, there was little on the market of this style of swimwear, especially, fashionable and functional. COÉGA focuses on a comfortable sophistication. The brand offers stylish, conservative options that align with cultural values, including full-body swimsuits like COÉGA’s Slim-Kini and Modest Sets.

 Sustainability is another emerging trend in the swimwear market. Consumers are becoming more environmentally conscious, and there is a growing demand for swimwear made from recycled materials and eco-friendly fabrics. COÉGA has been using fabrics from recycled sources since 2014. To date over 70% of the brand’s swimwear is made with these sustainable fabrics. This trend is in line with the broader global movement towards sustainable fashion.

Differentiating factor

COEGA was founded on the principle of providing high-quality, stylish swimwear that caters to the needs of a diverse global market. Over the last two decades, they’ve differentiated through a few key strategies:

• Cultural Sensitivity: They prioritize designs that respect cultural values, offering a range of modest swimwear options that combine style with comfort.
• Innovation: They’ve consistently innovated by incorporating advanced, UV-protective fabrics and sustainable materials, staying ahead of global trends.
• Customer Focus: COEGA products are designed based on extensive customer feedback, ensuring they meet the practical and aesthetic needs of our clients.
• Versatility: COEGA offers a diverse range of products, from full-body swimsuits to more conventional swimwear, catering to EveryBODY.

These elements have helped COEGA maintain a unique and leading position in the swimwear segment, continually adapting to market demands and setting new standards in the industry.

Overcoming the challenges 

Building the COÉGA concept came with its unique set of challenges. Hall mentions, “One of the main challenges was creating swimwear that was different from the traditional swimwear seen in the market for many years. We have carefully designed products that offer choices without compromising on style and functionality. Introducing the concept of modest swimwear required educating the market about the benefits and versatility of our products. It was crucial to communicate how our swimwear could align with individual preferences while providing comfort and quality. Initially, it was not a competitive market as our styles were not a focus for established brands. Now, things have changed and the competition it strong, which only encourages us to find ways to stay ahead of the crowd with new ideas. Overcoming these challenges required a deep understanding of the region’s cultural nuances, continuous innovation, and a commitment to delivering products that resonate with our customers’ values and lifestyles”.

Further, customers have evolved significantly over the past 20 years, reflecting broader global trends and regional developments. Customers are becoming more fashion-conscious and seeking stylish yet culturally appropriate swimwear. They value brands that offer innovative designs and high-quality materials. She adds, “We have seen an increasing focus on health and wellness leading to a demand for functional swimwear that offers UV protection which is a perfect match for COÉGA’s swimwear range giving lots of options for various water activities. With the rise of digital and social media, customers are more informed and have higher expectations. They engage with brands online, seek personalized experiences, and expect convenient shopping options, both online and offline”.

Building the market
The brand has prioritized active customer listening at COÉGA since the very beginning back in 2004. “I used to do it all myself, by visiting the shops we delivered to and getting feedback from the shore assistants. Now we have COÉGA Brand Ambassadors, who visit stores to gain feedback and do training on the benefits of our products. We use various methods to gather feedback, including surveys, social media engagement, direct customer interactions, and online reviews,” Hall adds.

Overall, active customer listening is integral to the brand’s operations, ensuring that they remain responsive and adaptive to the customers’ evolving needs and preferences. Looking ahead, they have several exciting plans to grow COÉGA and continue our journey as a leading swimwear brand in more than 12 countries.