NATIONAL: Australian swimwear brands pursuing wholesale opportunities in the Asia Pacific region have leapt at the idea of a dedicated trade show to service the market.
As reported on Ragtrader Online earlier this month, organisers of Rosemount Australian Fashion Week have announced the launch of a new swimwear event aimed at attracting media, buyers and designers throughout the Southern Hemisphere. Dubbed Swim Fashion Week, the event would take place in the Gold Coast's Sanctuary Cove resort from February 25 to 28.
Although IMG Fashion Asia Pacific had yet to lock in a naming right's sponsor at the time of press, it confirmed swimwear brand Zimmermann had already pledged its intention to participate in the first instalment. Managing director Simon Lock said the three-day event would seek to replicate the model of its northern hemisphere sister Mercedes-Benz Fashion Week Swim.
Sydney-headquartered Zimmermann, a regular participant at the Miami trade showcase, believed a similar week for regional designers was vital for Australia's blossoming swimwear industry.
"We have a number of high-end stockists through Asia but it is an area which we would like to grow considerably," co-founder and business manager Simone Zimmermann said. "Our business in Asia has been less developed than our export business into the US for example - we think this event will be helpful in building new relationships."
Zimmermann said the region's growing resort and hotel business in particular would provide a wealth of opportunities.
Recently launched swimwear label Seventh Wonderland, which debuted at Miami's Mercedes-Benz Fashion Week Swim this year, confirmed it was negotiating several accounts in the Asia Pacific region and was interested to hear more about the strategies behind the new event.
"We would consider being involved if Seventh Wonderland could target key boutique buyers from the area," co-founder Bonnie Coumbe said. "This is a great opportunity for aspiring fashion labels to build a presence and work with an area which is showcasing signs of high growth. It is becoming more westernised now more than ever."
While established swimwear company Seafolly was also interested in hearing more about the event, it admitted its wholesale and retail growth lay in the northern Hemisphere. Contrary to a report featured in a Gold Coast newspaper this month, managing director Anthony Halas said he had not yet been contacted by Lock regarding opportunities at Swim Fashion Week.
The privately-owned company has 600 wholesale accounts across 30 global markets including the US, UK, Germany, France and Iceland.
"It sounds like a very interesting opportunity for brands who want to do good business there but I just haven't heard enough about it," Halas said. "The Asia Pacific is not a major focus for us right now - we're more focused on Europe."
Swim Fashion Week is expected to involve between 25 to 40 brands with three to four catwalk parades in the evening.