THE SWIMWEAR MARKET HAS BEEN SHIFTING FOR THE PAST DECADE. AS CONSUMERS TRAVEL MORE AND MORE, THE SWIMWEAR MARKET HAS GIVEN BIRTH TO A NEW GENRE OF LUXURY RESORT WEAR THAT WORKS AS WELL IN THE CITY AS ON THE SAND. ALONGSIDE INCREASED MOBILITY THE CATEGORY IS BEING DRIVEN BY THE FREQUENCY WITH WHICH CONSUMERS SHARE THEIR VACATIONS LOOKS ON SOCIAL MEDIA. RETAILERS HAVE RECOGNIZED THE SHIFT IN THE MARKET. SINCE 2016 FARFETCH HAS INCREASED ITS SWIM AND RESORT OFFERINGS BY 349% AND MATCHES BY 288%.
AS WE CONTINUE OUR CONVERSATIONS WITH THE MANAGEMENT TEAMS OF THE MOST IMPORTANT TRADE SHOWS AT MIAMI SWIM WEEK, WE NOW TURN TO JANET WONG, THE FOUNDER OF CABANA TO DISCUSS THE CHANGE IN LOCATION, WHAT TRENDS TO LOOK FOR, AND WHAT TO EXPECT AT NEXT WEEK’S SHOW.
SWC: What was the impetus to bring another trade show to Miami during Swim Week
JW: Capsule runs alongside Cabana in New York and a lot of the brands began to express interest in showing in Miami. So it just made sense.
SWC: After so many successful years in the tents outside of the W why the decision to move to the Convention Center?
JW: We really felt it was important to get all our brands under one roof, so we could have a comfortable environment for buyers and brands alike. Plus, the idea of reliable consistent air conditioning was pretty enticing.
SWC: How does Cabana / Capsule differentiate itself from the other than the other shows?
JW: We create an experience that our Cabana & Capsule family loves, from our food to activations to VIP bags, and yes, those damn coconuts.
SWC: Why do you think swimwear is such a popular market?
JW: Everyone travels year-round. So, the thought of swimwear is not just item for summer.
SWC: Do you think the market is oversaturated?
JW: Just when you think you’ve seen it all, you’re presented with an interesting take or idea on swim that you haven’t seen in the market.
SWC: Can you tell me about some of the trends we should expect to see this season?
JW: High-cut swimwear, asymmetrical and one-shouldered tops, texture, and sustainability.
SWC: Which brands are the “ones to watch”? Who are the next superstars of the industry?
JW: We have so many at Cabana & Capsule this season, it wouldn’t be fair just to mention a couple of them.
SWC: Are you also showing Athleisure? Do you feel that it is as strong this season as it has been in the past?
JW: Yes we are showing Athleisure, and I feel like it’s going in a more fashionable direction than it once was.
SWC: How about Resortwear? Is there a larger assortment of this category in your show? If so – why does it feel like it is becoming a part of the swimwear market?
JW: Yes, resortwear is probably just as strong as swimwear at Cabana, they are 50/50 - They go hand in hand. It has been a part of this market for quite some time, at least at Cabana.
SWC: How important is sustainability / eco-friendliness in this market? How many of your brands are (or what % of your brands) are sustainable.
JW: Sustainability is very important to us and our brands alike in preserving the environment. I would say about 25% of our brands are sustainable with a growing number of them moving in the same direction.
SWC: What should attendees expect to see at your show this year?
JW: A little of the old, and a sprinkle of the new.