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New bikini trend sparks huge sales

There is no doubt 2019 was the year of some very questionable bikini trends, from buckle bikinis to fish-net swimwear.But this Italian designer’s bikini set featuring a face mask has seen sales spike after she launched it as a “joke”.Tiziana Scaramuzzo, the owner of Elexa Beachwear in Senigallia, central Italy, began producing the unique trio…

There is no doubt 2019 was the year of some very questionable bikini trends, from buckle bikinis to fish-net swimwear.

But this Italian designer’s bikini set featuring a face mask has seen sales spike after she launched it as a “joke”.

Tiziana Scaramuzzo, the owner of Elexa Beachwear in Senigallia, central Italy, began producing the unique trio to keep spirits up at home after the government’s lockdown restrictions.

And while it may prove to create an awkward tan line, Scaramuzzo said sales have boomed.

She dreamt up the idea while “joking with the family,” she told Italian publication Centropagina.

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After posting several images of her 2020 bikini set, dubbed “trikini”, Scaramuzzo was inundated with orders with people asking if can be shipped worldwide.

The mum said she couldn’t believe the lockdown had gone on for so long and damaged the season so badly.

However, she sees hope in the orders she’s been receiving and believes people are buying the bright and colourful floral-patterned designs to keep themselves from getting too glum.

It all began when the coronavirus pandemic first hit Italy. Scaramuzzo was forced to halt production on her bikini line which she sold at her small boutique store in Senigallia, a port town on Italy’s Adriatic coast.

She told Centropagina that she and her family then began to make masks with the materials they had at home to help keep their spirits up.

And it’s not the only fashion item proving to be a big hit during lockdown.

Aussie bridal and sleepwear range Homebodii has seen a huge spike in orders for its most popular item, its traditional monogrammed pyjama style.

“Most of which have been gifts to be sent to loved ones. As a business it has been heartwarming to see to outpouring of kindness within our country in such challenging times,” Ingrid Bonnor told news.com.au.

“We have been fortunate to see an increase in our online sales, which means we have been able to keep many of our hardworking team employed and working during this uncertain time, however like many other businesses our retail store and wholesale has suffered greatly.”

As Australians adjust to our new normal, sales of the nightwear staple have skyrocketed since being ordered to stay home to help stop the spread of COVID-19.

Sleepwear creators are reporting as much as a 225 per cent increase in sales compared to this time last year, saying the sudden surge is completely “unexpected” as the country records unparalleled job losses.

Tess Nguyen who owns personalised pyjama business Midnight Mischief, said sales in her monogrammed silk pyjamas had doubled in one week.

“We noticed a drop in sales when the job loss announcements were covered in the media,” she told news.com.au.

“We were expecting a continual drop off in sales however with the increase in people working from home, we have seen an unanticipated growth.

“Over the past week we have seen a 50 per cent increase in website traffic, and have doubled our revenue as a result.”

While it seems a surprise sales on items like nightwear have increased, spending on small luxuries during times of hardship isn’t new – it’s a phenomenon dubbed the “lipstick effect”.

The theory is that when facing an economic crisis consumers are less likely to spend big, instead spending on less costly luxury goods that make them feel better.

Activewear has also been added to the list of things people are buying more of during lockdown.

Matilda Murray, who co-owns fitness apparel brand STAX with Don Robertson said demand for comfortable clothing that can be worn at home and during permitted exercise has boomed, with a pre-sale for the brand’s next activewear collection making $150,000 in just seven minutes.

“Last month we launched our secret VIP sale which was going to be open for first 100 orders or 30 minutes only,” Ms Murray told news.com.au. “We ended up with 1000 orders in under seven minutes and had to close it. We generated $150,000 when our goal was $30,000,” she said.

However, COVID-19 did prevent STAX from getting any of its stock for weeks, Matilda said.

“COVID hit us hard before it became a worldwide pandemic as our factories in China were forced to close for over six weeks, leaving us without product for six to eight weeks, an extremely scary and uncertain time for us as a company,” she said. “Thankfully, when our factories returned to work and product arrived our online sales increased.”

The brand is a firm favourite among Aussie reality stars and influencers, with MAFS star Martha Kalifatidis telling followers in an Instagram Stories recently they were the “best leggings I have ever worn”.

Australia has recorded more than 6970 cases of COVID-19, with 3059 in New South Wales, 1514 in Victoria, 1052 in Queensland, 439 in South Australia, 553 in Western Australia, 225 in Tasmania, 107 in the Australian Capital Territory and 30 in the Northern Territory.

Australia’s death toll is at 98.

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