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Listen to or watch the original content Constance d’Amécourt is the founder of the swimwear brand Happy Duck, which offers swimwear…
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Constance d’Amécourt is the founder of the swimwear brand Happy Duck which offers matching swimwear for children and parents, as well as UV-protective swimwear. She has also taken over the brand Une souris à Paris, which sells children’s clothing.
The swimwear market benefits from the playful nature of the product, the need to update children’s wardrobes, the simplicity of the designs and sizing, and the product’s potential as a gift. Happy Duck experienced strong growth of around 30% between April and May 2020, notably due to COVID and the exceptional weather after lockdown. The brand followed this trend between 2019 and 2020, but remains dependent on seasonal weather conditions.
Constance d’Amécourt identifies three major drivers of growth. First, in terms of sun protection, the aim is to offer elegant clothing while ensuring maximum skin protection, especially for children.
Its online presence is a second important driver of growth, as it allows consumers to find out about the product directly and buy it easily, without the brand having to bear the cost of a shop. Social media therefore plays a major role in Happy Duck’s development, particularly Instagram, which requires a constant stream of content and interaction with the community. Establishing partnerships with other brands such as Ouate Paris has also enabled Happy Duck to offer its customers products drawing on a range of expertise.
Finally, the use of 100% recycled materials ensures the environmental commitment of the brand. Happy Duck thus uses an innovative fibre made from waste collected from the seabed, and fabrics recycled from fishing nets.
Women account for 75% of swimwear sales in France, but given the difficulties involved in manufacturing women’s swimwear, Happy Duck preferred to position itself in the niche market for children’s swimwear.
The brand differentiates itself from the many major chains and mass-market brands in this field by focusing on the quality of its products and trying to combine technical performance and style, while keeping prices affordable.
Innovation involves technical features, with new fabrics that are more resistant to sunlight or chlorine, as well as design, with new patterns. By abandoning traditional distribution channels and offering matching products, Happy Duck has managed to stand out from other brands in consumers’ eyes.
Read our study on the swimwear market
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