ISAM Set to Bow in Santa Monica
The International Swimwear/Activewear Market (ISAM) is adding the final touches to the upcoming edition of the show, which is expected to draw roughly 1,000 attendees to Santa Monica, Calif., for its Oct. 9–11 run.
This will mark the first time the show is held at the Santa Monica Civic Auditorium since it moved from the California Market Center (CMC), which houses the California Mart. And many exhibitors and retailers are eager to see if the Los Angeles-based show’s new location by the beach will lend itself to new business.
“I think it’s very exciting because it’s a new beginning for the show,” said Barbara Brady, organizer of ISAM. “I think buyers and manufacturers will be pleased. I think they’re already pleased.”
Most Southern California retailers hail the move as long overdue and see the new venue as a boost for the show in terms of scenery and security.
“I’m very happy about the location,” said Laura Cano, owner of the 12-year-old Beach Boutique in Newport Beach, Calif. “I didn’t feel safe when the show was in downtown.”
Retailers say an added bonus of the new location is the ability to research the competition.
“Pushing the show to Santa Monica gives us the opportunity to shop, which is an advantage we didn’t have before,” said Hope Brick, vice president and fashion director of Robinsons-May.
Since the swimwear category encompasses activewear at Robinsons, observing trends at the apparel showrooms of the California Market Center had provided one-stop shopping. But, Brick believes executives will still be able to canvass both venues and benefit from hitting a few stores.
“The move might make our buying time longer, but we’ll be more exposed to the marketplace, which will make us smarter buyers,” she said.
About 350 exhibitors will occupy 50,000 square feet of the auditorium, an 8,000-square-foot increase from the Cal Mart, said Brady. The number of new members and exhibitors at the show has increased by 5 percent, Brady added.
ISAM is the West Coast’s premiere show for swim manufacturers and buyers. Its offerings include resortwear, missy, juniors, designer, contemporary, children’s, maternity, coverups, footwear and beach accessories.
Most of Southern California’s major players will be at the event, including Authentic Fitness, Apparel Ventures, Maxine Swim Group and Lunada Bay.
Lunada Bay president Susan Crank said she plans to meet with retailers to discuss inventories for Cruise season.
“We’ve just started shipping 2003 products, so it will be interesting to see what kind of response the lines will get,” she said.
Missy, resort and contemporary lines making their debut at the next ISAM include Kiwi St. Tropez, Bellachi, Susan Elizabeth, Areia, Absolutely Beach, Amare, Anita, Anna K Designs, Bramasole, Cover Me, Dynamics, FinProject, In Gear, Lilly Pulitzer, Green Dance, San Tiki, St. Martin Beach and Cruise Wear, Tara Grinna, Tiasa and TNA.
The show will also host a few first-time South American exhibitors, including Praia Brasil, Vacanze, Trinny Ferrazzy, Corpo Latino, Aqua Clara, Rebequinha, Wet Samba, San Sali and Tugas.
ISAM’s pre-registration includes several buyers from outof- town surf shops who have never been to the show before, said Brady, who attributes that to a handful of surfwear newcomers, including Aaron Chang Clothing and Water Girl USA.
“We realize that ISAM’s organizers are trying to reinvent the show and we feel it is important to support the local trade shows that have the ability to attract different tiers of distribution,” said Jeff Turpin, president of Aaron Chang Clothing.
Turpin said he has appointments to meet with buyers who were unable to attend the Action Sports Retailer Trade Expo last month.
ISAM, which occupied temporary showroom space at the CMC, will now be housed in open booths. The format of the show will remain the same and the show floor will not be divided into separate categories, said Brady.
“We’ve hired decorators to set up racks, but many of the exhibitors are tailoring their own booths,” she said.
Visitors to the show will also be treated to a hospitality lounge and food court, with lunch catered by Santa Monica’s Spitfire Grill. A complimentary continental breakfast will be served every morning, said Brady.
At press time, Brady said she was still unclear whether there would be a shuttle to provide transportation to and from the CMC, where the Junior & Contemporary Market will run concurrently with ISAM.
A side event of ISAM, the Big Beach Bash, will take place at 6 p.m. on Oct. 9 at a private beach club in Santa Monica. The party will include cocktails and a barbecue, bonfires, a steel drum band and a fashion show. All of the exhibitors at ISAM will be included in the fashion show, said Brady. —Claudia Figueroa and Nola Sarkisian-Miller
