Kotomi Case Study

Kotomi: Turning Swimwear Fit Uncertainty Into Customer Loyalty

Kotomi | Women's Swimwear

92% of Kotomi's Try with Mirra customers are first-time buyers.

By allowing customers to experience swimwear at home before committing, Kotomi is helping new shoppers find the fit, coverage and silhouette that feels right for them, while building stronger repeat purchase behaviour beyond the first order.

Kotomi model in a black one-piece swimsuit on the beach

The challenge

Why swimwear is different

Swimwear fit is deeply personal. Two customers can select the same size but want completely different levels of coverage, support and structure.

The cut of a bikini bottom, the positioning of a strap or the amount of support through the bust can completely change how a piece feels once it is worn. These details are difficult to judge from product photography or a standard size guide alone.

Kotomi designs its collections to celebrate the female body in all forms, from itty-bitty cuts to high-waisted silhouettes. Every piece is created to deliver the confidence that comes when something fits exactly as it should.

For online customers, however, finding that fit can require comparing different cuts, sizes and coverage levels before deciding what feels right.

The solution

Giving customers confidence before they buy

Try with Mirra gives Kotomi customers the freedom to explore different swimwear options at home before making a final purchase decision.

Customers can compare silhouettes, assess coverage and support, and experience each piece in a private, familiar environment. They can move naturally, view the fit from different angles and decide which styles make them feel most confident.

This is particularly valuable for first-time customers who may not yet know how Kotomi's sizing, cuts or fabrics will suit their body.

Rather than asking customers to commit based on images alone, Kotomi gives them the confidence to find the right fit before deciding what to keep.

The results

Measured outcomes from completed Try at Home orders

92%

First-time customers

Try with Mirra is helping Kotomi remove a key barrier for shoppers purchasing from the brand for the first time.

22.2%

Repeat purchase rate

Compared with

8.8%

for standard online customers

6 days

Average time until the next order

Compared with

23 days

for standard online customers

Why this matters

Why this matters for Kotomi

Kotomi's brand is built around the feeling of confidence that comes from finding swimwear that fits just right.

Try with Mirra extends that promise into the online shopping experience by giving customers the time and freedom to understand what works for their body before committing.

For a category where fit, coverage and comfort are highly individual, this changes the role of the first purchase. Instead of being a high-risk decision, it becomes an opportunity to explore the collection and build trust with the brand.

The impact continues beyond the initial order. Kotomi's Try with Mirra customers are more than twice as likely to purchase again and return for their next order significantly sooner than standard online customers.

This suggests that when customers are given the confidence to find the right fit from the beginning, they are more likely to build an ongoing relationship with the brand.

Kotomi model in a plaid bikini with boots and a leather jacket

Merchant setup

How Kotomi runs Mirra

Platform

Shopify

Try with Mirra is embedded directly into Kotomi's existing Shopify store, allowing eligible customers to access the experience without leaving the brand's website.

Women's Swimwear

Customers can compare different swimwear styles, sizes, cuts and coverage levels from the comfort and privacy of home.

Mirra Product

Try with Mirra

Customers decide what they love and complete their purchase for the pieces they choose to keep, creating a more confident pathway from first-time shopper to repeat customer.

See how it could work for you

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