Miami SwimShow reports record year

The Swimwear Association of Florida’s (SAF) annual SwimShow event hosted a record number of exhibitors, this year.

The 2012 edition, held at the Miami Beach Convention Center, welcomed 8200 visitors from over 60 countries.
Showcasing 15 percent growth over last year’s numbers and an over-all consensus of positivity and signs of a rebounding retail market, the SwimShow was reportedly SAF’s most successful event since the economic downturn of 2008.

Over 400 exhibitors represented nearly 2500 different brands from around the world, showcasing their Cruise/Resort 2012 collections in the 250,000 square foot facility.

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Meanwhile, plans are already underway for next year’s SwimShow, which will take place from July 21 – 24, 2012.
According to Stein, SAF plans to continue building on its successes, and promises that surprises are in store as the organisation gets ready to commemorate its 30th Anniversary.


This year, the show teamed with PANTONE, a world-renowned authority on colour and provider of colour systems, for a trend seminar that gave attendees insight into the seasonal colour trends.

It also partnered with INVISTA Xtra Life LYCRA® for the revamped production of the annual Fashion Show, which highlighted one look from Cruise/Resort 2012 Collections from each of the 400 exhibitors.

Finally, SAF collaborated with the Miami Beach Visitor & Convention Authority and the Greater Miami Convention & Visitors Bureau, offering increased access to the facilities of South Beach, with an onsite concierge, negotiated rates at a range of hotels and complimentary transportation.


A new component of this year’s show was the addition of the LingerieShow.
30 lingerie brands were strategically picked based on their product base and compatibility with the overall event.

Stein said: “Our strategy was to start out on a small scale to gauge response and then to grow the category properly and effectively with the right product mix.”

This year’s participants included an even mix of swim/lingerie hybrid brands and lingerie only companies that had never showcased with SAF before.

Plans are already underway for a ‘Lingerie Boudoir’ section at next year’s show, which will exclusively feature a larger group of lingerie exhibitors.


Gabi Amato-Heape, buyer at The Breakers Palm Beach: "The Miami Swim Show is one of the best trade shows in the country. It is well organized, the venue is comfortable, and the floor plan makes it very easy to shop."

Monica Wise of L*Space: "Thank you to SwimShow for our best show to date!"

Diane Brucks, a member of SAF since 1983, and currently representing Maryan Mehlhorn, Le Soleil and La Palapa: "This past July’s show has been the best show in the last 4 years and enables me to service all of my current accounts and to build new business relationships."

Amber DeLecce of Pily Q: “This show exceeded all my expectations as a new brand. I was overwhelmed with the response, the variety of buyers and the constant flow of foot traffic! It is the perfect platform to launch a new brand. I met with swim buyers from around the world."



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