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February 24th, 2019

Swimwear fashion events are taking over Miami Beach!

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Swimwear designers, models, retailers, fashion show producers and international press are all descending on Miami Beach this weekend for the largest and most important swimwear trade show in the world, Swim Show 2011 — plus various fashion shows and ancillary events surrounding it.

The recognition they bring to Miami — videos shown round the world, photos gracing the pages of magazines — make the events the pinnacle of the summer, said Rolando Aedo, senior vice president of marketing at the Greater Miami Convention & Visitors Bureau.

SwimShow 2011 begins Saturday at the Miami Beach Convention Center and runs through Tuesday, as the opening show of the swimwear season worldwide, where 350 manufacturers, with 2,000 lines, will reveal for the first time next year’s collections to more than 2,500 buyers. In all, 7,500 people are expected to flow through the convention center for the show.

Unlike other segments of the apparel industry, whose sales were overall down 2.1 percent during the 12 months ended in May, swimwear sales were up 2.5 percent during that time frame, NPD data shows.

Marshal Cohen, chief retail analyst for the NPD Group, said the main reasons for these events are that swimwear has diversified uses, and people feel a need to buy a new suit, either because they want a new style or their old one has worn out or doesn’t fit anymore.

“If it is too big, you are really in trouble,” he said, “and if it too small, you’re showing things you don’t want to show.”


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