International buyers might have been in short supply and economic conditions less than ideal, but the inaugural instalment of Swim Fashion Week has been well received by industry.
According to organisers IMG Fashion Asia Pacific, the delegate list two weeks prior to the event consisted of 320 attendees, including 94 regional buyers. However last minute registrations and private guest invitations meant well over 1000 delegates attended the showcase.
Domestic buyers finalising orders from the February 25 - 28 event believed it addressed a need for a dedicated swimwear showcase in Australia. Sydney resort boutique Palm Beach Couture, which has had a regular presence of Rosemount Australian Fashion Week, said it was in line with the swimwear buying season.
Founder Helene Esdaile confirmed she had reordered with existing brands Anna & Boy, Hotel Bondi Swim and Sol Bellow and formed new partnerships with Seventh Wonderland and Watersun.
"It was refreshing to have an event geared in one area - swimwear. I've attended Australian Fashion Week every year but it can be quite stressful having an event which addresses all ends of the market. I got the chance to see and have everything in one place."
The event was staged at the Gold Coast's Sanctuary Cove resort with a centralised area of collection showrooms, pavilions by a boardwalk, designer suites, a registration area and media centre. Esdaile said the layout meant she was not "overwhelmed" by having to attend off-site shows and appointments.
One industry buyer, who did not wish to be named, suggested designers stage group showcases in order to better service the flow of buyers.
"It was a tight squeeze fitting appointments with some of the suppliers," the buyer said. "We had no trouble getting appointments as we were a large buyer but I know of a smaller buyer who was not given the same opportunities due to time constraints. To avoid conflict, retailers from different cities could be in one showing."
Australian distributors for swimwear label Agua Bendita said they were equally - but welcomingly - overwhelmed by the response from buyers.
"We had a full appointment schedule and a huge amount of visitors to our designer hut," said representative Maria Tremlett. "We secured quite a few stockists as well as interest from international buyers."
Perth-based buyer Denise Price, who operated Daneechi Swimwear, said she walked away with five new swimwear labels for her store including Zimmermann, White Sands and Seventh Wonderland. She said all brands did not have a Perth agent, which meant the event was a prime opportunity to discover new and emerging talent.
Time constraints were also the only bone of contention for Price.
"We had to stand in line before each event to be allocated a seat when we ended up in the same seat for every single show," she said. "It was a waste of our time and the event organisers - our seats can be allocated at the first show and kept that way for all shows."
Event organisers confirmed Swim Fashion Week would kick off again in late February/early March 2010.