Identify Your Market Niche and Customers

The "wetsuit" market is not a monolith. Your first step is to define which segment you are targeting, as the business models for each can differ significantly.

Recreational Wetsuits: This includes suits for surfing, diving, and fishing. The market is competitive but has steady growth. As seen with:

1) The swimwear brand CUPSHE, success here comes from a clear brand positioning focusing on specific values like fashion, youth, and high cost-effectiveness.

2) The fishing wetsuit market, for instance, has specialized players like Simms Fishing Products, which leverages its U.S.-based manufacturing as a key brand message.

Commercial & Safety Immersion Suits: These are critical safety devices for workers on ships, oil platforms, and other marine vessels. This market is heavily regulated. Your products must comply with stringent U.S. Coast Guard requirements detailed in Title 46 of the Code of Federal Regulations (CFR), Part 160. These regulations cover everything from materials and construction (e.g., specific stitch types) to performance in rigorous tests for buoyancy and thermal protection. Global companies like Imperial, Mustang Survival, and Viking are established leaders in this field.

Plan Your Manufacturing and Operations

Your approach to manufacturing is a fundamental strategic decision that affects cost, quality, and your brand narrative.

Domestic Manufacturing: Producing in the U.S. offers advantages in quality control, inventory flexibility, better communication and faster turnaround times.

Overseas Production: Manufacturing in countries like China is often chosen for lower costs. Many successful brands use this model to offer competitive pricing. This approach requires robust supply chain management and quality assurance processes.

Specialized Models: Some companies, like 7TILL8, have found success with a custom, made-to-measure approach, catering to customers seeking a perfect fit and high-quality materials.