WinterSilks and Venus Swimwear have created a working solution to the challenge of running a seasonal business.

By Alicia Orr Suman

Marketing to Two Unique Audiences

While the back-end operations have been completely meshed together, marketing functions for Venus Swimwear and WinterSilks remain totally separate.

This is because of the vastly different audiences each catalog serves. Scott describes the Venus customer as in her upper 20s, fashion-conscious and reasonably fit. The customer base follows logical geographic concentrations—along the coasts, in the South and Great Lakes region.