Even before Wet Seal became a household name, the brains behind the brand gained national exposure under the name “Contempo Casuals” in the mid-1990s. Flash... Keep Reading

Even before Wet Seal became a household name, the brains behind the brand gained national exposure under the name “Contempo Casuals” in the mid-1990s. Flash-forward 20-some years later and Contempo hasn’t changed too much – other than the name. The Wet Seal brand still offers contemporary styles and accessories for the all-important female demographic, ages 14-26. One glaring positive of Wet Seal is its penchant for producing clothes that are contemporary, on the cusp of the latest fashion trend. Shoppers in the aforementioned age range aren’t necessarily interested in a look that is even five minutes ago. Wet Seal is constantly updating its attire and “flipping” displays as quickly as the seasons change. Wet Seal also isn’t shy about not only being hip but also extremely affordable. A quick whip through the racks at any of the retail stores often produces T-shirts for a few dollars and dresses that often hover around the $20-30 price point. To further the point, a specialty clearance rack within the store – and even online – is the famed “buy one get one for a penny” promotion that is wildly popular. Wet Seal’s marketing strategy is to promote constant product turnover, which paves the way for new clothing and subsequent styles. From crop tops to leggings and just about any type of shoe or accessory one can hope for, Wet Seal scores major points with its audience, which typically has a plethora of disposable income. Wet Seal targets that market heavily and sales speak volumes in turn. The marketing continues as Wet Seal created the “Fashion Insider Card,” which costs $20 but more than pays for itself. The card allows “insiders” to save 20% initially and then 10% for the next year. Wet Seal carefully crafted a motto that encapsulates its mentality in terms of sales, marketing and overall appeal: “Love the Trend; Hate to Spend.”