SoCal Rep Show Debuts in Orange County
Exhibitors at the first SoCal Rep Show reported light traffic but important buyers during the two-day event at the Hilton Waterfront Beach Resort in Huntington Beach, Calif.
The show, held Jan. 13–14, featured swimwear from brands such as Vix, L*Space, Tavik Swimwear, Billabong, Nanette Lepore Swim, Reef, Hurley and Mikoh Swimwear. A handful of brands, including Ezekiel and Rip Curl, brought apparel to exhibit. In total, 35 booths and 70 collections greeted buyers from Diane’s Beachwear, Spyder, Hobie, Jack’s Surfboards, Surf Diva, Surfside Sports and SLO Swim.
Debby Martin, national sales manager of L*Space, said the show combined a pleasant selling environment with an attractive booth price. “The cost is right in line with a rep show, and it is easy for our buyers to shop the show. A show like this was something that buyers needed. It is manageable and an easy platform to do business,” she said.
L*Space sponsored transportation for Santa Barbara, Calif.–based buyers to visit. “We felt it was important to support this show. The timing is great for us,” Martin said.
Kelly Ellingson, vice president of sales for Vix, said the SoCal Rep Show won’t replace the now-defunct Action Sports Retailer Trade Expo, which folded recently after many years of being held in San Diego. But its timing proved to be fortuitous. “This is the second time [we are] seeing many of these accounts hellip; and we’re wrapping up orders and collecting paper,” she said.
Rip Curl sales rep Tracy Young showed buyers a small capsule of swimwear as well as Rip Curl’s Fall 2011 apparel collection. New to the brand is a small collection of women’s denim designed in Australia. The jeans, which are $1 to $2 more than the brand’s core denim, feature novelty washes, higher waistbands and shorter inseams.
Shannon Leggett, SoCal Rep Show’s producer, said the show is just a taste of what he hopes to bring to the Southern California swim market.
In August, Leggett plans to launch Swim Collective, an event he calls the West Coast’s answer to Miami’s annual SwimShow and Mercedes-Benz Fashion Week Swim.
Leggett, who is careful to note that Swim Collective will be a trade show (not a rep show) with three nights of runway shows, said he expects the new event to occupy 75,000 square feet and host approximately 200 exhibitors. “It will be a good opportunity for East Coast brands to reach a West Coast buying audience,” he said.
Swim Collective will take place Aug. 3–4 at the Hilton Waterfront Beach Resort, two weeks after the SwimShow and Mercedes-Benz Fashion Week in Miami.
Booth pricing starts at $1,900 for the Swim Collective show. Another SoCal Rep Show is in the works for September. Booths will start at $900 for that show.—Erin Barajas
