California Apparel News

The International Swimwear/Activewear Market (ISAM) trade show is on the move again—this time to the city of flesh and flash, Las Vegas.

Organizers, who announced last year that the show was relocating after 20 years from the California Market Center (CMC) to the Santa Monica Civic Auditorium for its Oct. 9–11, 2002 run, now plan to hold the event next year at Las Vegas’ Mandalay Bay Resort and Casino Aug. 25–27 in conjunction with the MAGIC International show.

ISAM director Barbara Brady won’t commit to the notion that Las Vegas will be the final home of the show, especially when she’s still bandying about a return to the CMC.

“[The CMC] is always a consideration,” Brady said. “My suspicion is that for the first two years out we’ll do two shows [in California and Las Vegas] and go from there.”

CMC officials wouldn’t comment directly on working again with ISAM.

“The California Market Center looks forward to working with the swimwear industry to help market this exciting fashion category,” said Lorelyn Eaves, vice president of marketing for the CMC. “Southern California is the rightful home of swimwear and we are currently in discussions with swimwear manufacturers and distributors to determine their marketing needs.”

Others say Las Vegas is the ultimate stop for the show.

“It’s my impression when I was speaking to Barbara that the show will be held [in] Las Vegas,” said Kathleen Mudd, owner of Santa Monica, Calif.-based Canyon Beachwear stores.

For the past few years, ISAM has created rumblings in the industry that its timing is too late in the calendar year, falling far behind the Miami Swim Show in July and the New York swim market in August. Those in the industry hail ISAM’s move to an earlier time slot as long overdue.

“The current ISAM show is late and business has already gone by,” said Susan Crank, president of Anaheim, Calif.-based Lunada Bay, maker of Becca and Rebecca V suits. “My initial thought [with Las Vegas] is that it will be great to be in a city at the same time as store presidents and upper-level management from retailers in the country and around the world.”

But, not all retailers welcome the change. Stacey Siegel, president of Orlando, Fla.-based Everything But Water, said the August show is still not early enough for the company’s needs, and those on the West Coast express concern about the added costs.

“Moving it to Las Vegas is just an additional expense for me, with hotels and airfare,” said Mudd, who added that she does attend shows in Miami and New York as well as MAGIC and the Action Sports Retailer Trade Expo. “It will be a lot of shows in a short period, but I don’t think ISAM will take the place of another show for me at this point.”

Dick Baker, chief executive officer of Irvine, Calif.-based surf and swim maker Ocean Pacific, said it is too early to discuss his company’s participation in the new swim show but that ISAM’s decision to host a new show was indicative of changes across the industry.

“All the trade shows are going through a complete lookover again by everybody,” he said. “As the markets are starting to evolve, the times will change and people’s priorities are changing.”

Op currently exhibits all its lines, including men’s and women’s sportswear, swimwear and licensed lines, at MAGIC. Baker said manufacturers would have to consider the timing and the type of show before deciding to join the new show. “It’s a junior swim market, so it really comes down to the season,” he said.