NATIONAL: IMG Fashion Asia Pacific has quashed claims a new trade event could overshadow the future of its embattled swimwear showcase.
IMG was forced to axe the second installment of Sanctuary Cove Swim Fashion Week (SCSFW) this year due to a lack of corporate sponsorship. The event marketing firm, which also staged Rosemount Australian Fashion Week (RAFW), first launched SCSFW in February 2009.
In the wake of its collapse this year, Gold Coast City Council and industry organisation GC Fashion Incubator formed a new trade initiative called BusinessGC Swim 2010.
GC Fashion Incubator project director and chair Donna Caley said the inaugural event, to be held from March 2 to 3, was designed to help “bridge the gap for emerging designers while there [was] no Swim Week event”.
IMG Fashion Australia general manager Daniel Hill said the launch of BusinessGC Swim had not affected IMG’s commitment to Swim Fashion Week in 2011.
“Swim Fashion Week is an international event. We present designers from around Australia and the Asia Pacific region, we do not just profile local brands [like BusinessGC Swim]. We have domestic and international buyers/agents and industry attend.”
The changes to the swim industry’s 2010 trade schedule brought mixed reactions from designers and buyers.
White Sands designer Leah Madden had planned to take part in SCSFW for the second time this year after a “fantastic” debut in 2009. The Gold Coast designer was now locked in for BusinessGC Swim, although she believed the event would be “much, much smaller and much more trade related”.
“I don’t know what sort of press it will get, that’s obviously hard to predict. For me, it’s actually about writing sales and picking up a few more stockists, particularly local.”
Owner and designer of plus size swimwear label Capriosca, Marcia Pilkington, also planned to show at SCSFW 2010 but had since defaulted to BusinessGC Swim.
“I know that it’s council doing it but they’ve just got so many resources available to them that I actually think it might even be a better event.”
Kulu designer and swim industry veteran Carl Birch was pleased that buyers’ focus would be directed towards Gold Coast labels.
“I’ve been in the industry 30 years and have always though it bizarre that the big swimwear companies were in Melbourne or somewhere like that when they should be up here”.
Founder of Palm Beach Couture boutique Helene Esdaile was more sceptical and said Gold Coast labels were “not quite as accepted” by her customers as Sydney-based ones.
“The Gold Coast and Sydney are that little bit different, so I don’t think I’d go somewhere just to look at Gold Coast ones. You’d want to have more variety.”
While IMG would incorporate a swimwear element into RAFW, Esdaile was not sure this would benefit her business either.
“I find the designer brands, like the ones that are at Fashion Week, they are very pricey. You’re looking at well over $200 for a swimsuit. It’s very, very hard to sell them at that price now.”
The timing of RAFW’s showcase was problematic for Adelaide boutique owner Jacqui Green, who said her buying for next season would be “already wrapped up” by its run from May 3 to 7. Green, who stocks labels including Seafolly and 2 Chillies, said she would be unlikely to attend upcoming swim showcases of any kind.
“I don’t really feel the need for it because our brands, the strong brands, are already represented by good agents around the country.”
Perth-based buyer Denise Price had tentative plans to attend RAFW this year. As the managing director of Daneechi Swimwear Magic, Price said she usually did not attend the event due to the scarcity of swim labels participating.
“However, we are considering going this year as [Swim Fashion Week] has been cancelled. We are waiting to hear exactly who will be attending the show to see if it’s worthwhile,” Price said.
IMG meanwhile claimed that both labels and buyers had responded “with much enthusiasm” to its scheduled RAFW swim showcase. Hill said he expected solid trade to take place throughout the event.
“Many [buyers] have indicated that they will withhold some budgets over so they can make use of the ‘Swim Fashion Week’ showcase. To unearth new brands and see a good breadth and depth of innovative high-end swim apparel.”
Erin O’Loughlin