The Swim Collective is ditching the convention center and moving to the Pasea Hotel & Spa in Huntington Beach for its upcoming show in January.
Brands and buyers were not fans of the sterile environment at convention centers, and returning to a resort setting moves the Swim Collective back to its roots.
We asked Associate Show Director Devon Damelio for more information about the move in addition to an update on the swim market at the moment.
What changes are you making to the Swim Collective?
Swim Collective Associate Show Director Devon Damelio: We have some really exciting changes happening right now at Swim Collective.
We recently announced our move to the Pasea Hotel & Spa in Huntington Beach, CA. This move is critical to help deliver on our vision of creating a luxury experience where everyone can really engage with the swim and active culture with a keen focus on the overall experience, and a completely reimagined show experience.
We have new, reimagined brand displays, new interactive activations throughout the event, and added more perks and amenities for exhibiting brands as well as buyers.
Why are the changes being made?
Devon Damelio: As more and more brands have amped up their trade show strategies for 2022, we knew that going back to our roots was the best move. A beachfront, luxury resort just makes sense for our industry. The Pasea Resort & Spa provides the ideal intimate and exclusive setting where buyers and brands can relax, reunite, refresh and be inspired all while being immersed in the swim culture.
Is the show aimed at active brands as well?
Devon Damelio: Yes, Swim Collective will be co-located with Active Collective in Huntington Beach January 10-11. This offers retailers the convenience they want, to experience the new lines and accomplish all their buying needs. Active Collective will also feature its curated Wellness division which offers an even more well-rounded assortment of products such as natural skin care, supplements, yoga products, and more.
How will the show work to attract buyers?
Devon Damelio; With the announcement of the 2022 shows and the move back to the beachfront location in Huntington, the response from buyers has been overwhelmingly positive and they are excited with our resort location – something they have been asking for.
Our buyer relations team have commenced with inviting key buyers to join us for this intimate retreat. We know buyers are ready to be back in person, to see, feel and touch fabrics and product again, and most importantly rekindle the relationships that make this industry so vibrant.
You have a good pulse on the swim market. What is the state of the swim industry at the moment?
Devon Damelio: This was a huge year for the swim industry. Spring and summer months saw a huge resurgence in tourism, so naturally everyone suddenly needed a bikini. Many wholesalers experienced diminished at-once inventories as retailers sold through their racks faster than ever. We saw a lot of production delays from overseas manufactures who are still dealing with COVID related closures.
In terms of trends, the skimpier the better; high rise, ultra-cheeky, monokinis, floral prints, animal and bright solids were popular. We also saw a lot of play with textures: pique, rib, crinkle, etc.
The demand for resort-wear was also very prevalent, again tying into tourism and the hotel industry coming back in full swing. We expect both swim and active markets to continue to see growth in 2022.
The Collective shows will act as a catalyst for brands and buyers to be exposed to new brands, new designs, new fabrics and discussions that will keep the markets moving forward as we return to normal in 2022.
Editor’s note: The Swim Collective is owned by Emerald which also owns Shop Eat Surf.
