Zimmermann hits beach first
SYDNEY: For iconic Australian swimwear and fashion label Zimmermann making a splash is all in a day's work.
Nevertheless label founders Nicky and Simone Zimmermann are particularly gratified to be making history this year by becoming the first label from down under to hold an independent on-site runway show at the renowned IMG produced Mercedes Miami Swimwear Shows, kicking off on July 14.
According to co-founder Nicky Zimmermann the event - which attracts top tier international press and buyers - would prove "invaluable to enhancing the label's already well established international retail presence" which includes US stockists such as Barney's New York, Intermix, Scoop, Great Shapes and Net-a-Porter.
Other international labels scheduled to present their swim and resort ranges at the shows included Rosa Cha, Shay Todd, Red Carter, Badgley Mischa, True Religion and the Jessica Simpson swimwear range, she confirmed, adding Zimmermann's inclusion would provide a boost to its brand recognition.
"Our participation in the show will really back up our presence in the US and give international buyers a truer feel for the size and brand presence that Zimmermann already has in Australia, rather than just seeing us as another overseas label," she said.
Zimmermann planned to further boost its international exposure to both buyers and media by taking part in trade fair Miami Swim from July 11 to 15, where it has had a regular presence since 1998. The recent appointment of a US publicist would also help consolidate the brand in the US, she said.
With South Beach Florida forming an apt backdrop, Zimmerman's runway show would feature the label's swimwear range as well as a selection from its ready-to-wear collection, with key looks including Zimmermann swimwear's signature bold, original prints and sculptured bikinis as well as high design maillots.
Nicky Zimmermann described potential demand for the label from key overseas markets including the US and UK as "outstanding".
"The possibilities are endless. When you consider that in the US working with [womenswear retailer] Victoria's Secret we sold 40,000 units of just one style and just one colourway, it really gives an indication of the size of the market. That just does not happen in Australia, even with major retailers like Target."