The inaugural Swimshow Australia has been branded a “complete non-event”, with select exhibitors threatening legal action against organisers.
The trade showcase, staged for the first time on March 24 and 25 at the Gold Coast Exhibition Centre, was organised by Luis Betancur and partner Leah Madden. Thirty-one swim and resortwear labels took part including Madden's White Sands, Jets, Speedo, Hive, Lisa Maree, Colin Heaney and Kooey.
While Betancur said he was “very pleased” with the debut fair, a substantial proportion of exhibitors have expressed dissatisfaction with Betancur's efforts. Hive marketing manager Peter Hogg is among them.
“It seems to me that some of the basics weren't really done as well as they should be, for example a lot of the buyers in Brisbane and around the country weren't notified,” Hogg said. He referred also to an inequity in exhibition costs among designers and delegate lists that “weren't really forthcoming”.
Claire Powell, of her own eponymous resortwear label agreed.
“It was a complete non-event... I was right by the front door and on the first day I counted seven buyers come in,” Powell said.
Other concerns raised by exhibitors include a lack of signage at the venue and the cost involved in taking part. Exhibitor Vittoria Hall of ViX Australia said she spent $8000 on the two-day event including $3000 for a stand. Even so, Hall said she and many fellow exhibitors packed up and left by two o'clock on March 25 due to a lack of foot traffic.
More positive was general manager of Colin Heaney resortwear, Kirstie Farmer.
“The event was good for us in the sense that we met a few key people that we hope to develop long-term relationships with and we did pick up a new stockist,” Farmers.
“Also it was an opportunity for us to meet one of our current stockists that came down for the event.”
For his part, Betancur concedes floor traffic at the trade fair “was very quiet”, but said the event did attract “300 attendees”, including buyers, media and brands. When presented with various exhibitors' claims, Betancur told Ragtrader it was “very disappointing” they had not had a successful fair.
“However, it is very hard to understand given the great press coverage and feedback from buyers who were in attendance,” he said. “If there was any specific area we failed to deliver as promised we would of course consider a refund, but there was not. It is a tough market at the moment and everyone is having to work doubly hard to succeed. We are committed to getting the best results for our brands but sadly we can't make buyers buy, all we can do is provide the tools they need to make those contacts.”
He confirmed a 2012 installment of Swimshow Australia would go ahead, with marketing and buyer relationships to be a “large focus to help improve on our opening year”.
Many labels were firm they would not return, including Kini Bikini, ViX Australia and Claire Powell, with the latter preparing to “go to court” over the 2011 event.
Swimshow Australia was first announced following the disappearance of Swim Fashion Week @ Sanctuary Cove from Australia's trade fair schedule. The event, staged by IMG Fashion Asia Pacific, received strong reviews from buyers and media but was cancelled due to a lack of sponsorship.
Erin O'Loughlin