Solely targeting the UK swimwear market, Sun & Swim London may be drowning in the sea of big name shows as Samantha Docherty discovered.
Despite a full week of sunny weather in the run up to Sun & Swim London, swimwear was thin on the ground at the Olympia-based show.
Exhibitors reported a flow of quality buyers and representatives over the three days from July 27 to 29, but Sun & Swim (previously Intimate London Body & Beach) lacked the passing trade seen in previous years.
Declining to release visitor figures Sun & Swim organisers did divulge that it was carrying out a visitor evaluation survey at the show.
"From this we will evaluate whether we take tenancy [at Olympia next year] or move back to a hotel."
Kevin Goudge, southwest sales agent for Lisa Ho Swim, Moontide and Bond-Eye Swim commented that certain exhibitors didn't think the show would survive next year.
"With [Mode City and Harrogate] on around the same time it's impacting the success of this show."
The relocation of beachwear, lingerie and loungewear show Mode City from Lyon to Paris will no doubt impact passing trade at the London show.
Coinciding with ready-to-wear shows Who's Next and PrÍt ¿ Porter Paris, both swimwear exhibitors and buyer numbers are sure to increase.
With a view to show in Paris in 2009, Kulu Australia's UK and Europe sales and marketing agent Gary Nash says Sun & Swim doesn't have the buzz and volume of previous years.
"You'd think London would be able to support a large swimwear and lingerie show but buyers prefer to go to Harrogate. I think [the organisers] should put lingerie back into [Sun & Swim] to make it a bigger show."
Purchased by Brintex last year, the UK trade exhibition organising company relaunched Sun & Swim London this season as a dedicated swimwear and accessories show.
"We feel the UK market can't support two intimate and swimwear shows", says Harrogate and Sun & Swim exhibition director Janie Fox.
"Less than 25 per cent of visitors go to both Harrogate and Sun & Swim."
But although Sun & Swim is smaller, Sunseeker sales and marketing manager Paolo della Mora says it is still a show labels want to be at.
"People will still find the time to come to this show. It attracts the right audience."
With both Brintex shows targeting the UK market, Fox says there is always an interest from Australasian brands looking to break into the market.
"Australian and New Zealand exhibitors may come over and exhibit for a couple of seasons then look for a local based agent. The Australian and New Zealand brands we have introduced have all done well in the UK."
@Fh2:More Support
@Fc2:Larger cup sizes were big sellers on the stands at Sun & Swim London.
On the Lisa Ho Swim, Moontide and Bond-Eye Swim stand Goudge says buyers were after bigger cup sizes with more support.
"I had a customer from Guernsey who bought all larger cup sizes than in previous years."
At Sunseeker, now more than ever bigger cup sizes are selling.
"At the moment we go up to an E cup, but we could sell really well beyond that", says Mora.
"Clients are asking for bigger cups than E but there is only so much in the market you can cover. Currently D is becoming the most popular cup size for us."
Cover-ups were also a key sales item at the show.
Stocked in Auckland, Sydney and Brisbane, Maryan Beachwear Group's export sales assistant Agnetha Kleiner noted a boost in the importance of cover-ups over the past few years.
"We have increased our offer on different styles of cover-ups. I don't know any customers that order swimwear without cover-ups."
Agreeing cover-ups are important Sunseeker also had a good reaction to loose pants.
"Cover-ups are growing from a sales point of view and customers want solids not printed", adds Mora.
"They are easier to sell from season to season, pure cotton is also important."
Photographs by Paul-Glickman.com