With eyes focused on the American market since last year’s Free Trade Area agreement between the United States and Israel, nine Israeli manufacturers Monday kicked off the second annual U.S. showing of duty-free swimwear.
The fashion presentation, entitled “Israel Designs Swimwear,” appearing at the Sheraton City Squire Hotel here through August 6, is expected to draw 300 to 500 buyers according to David Litvak, Israel Trade Commissioner to the U.S. In compliance with the Free Trade Area agreement, all swimwear sells duty-free and quota-free.
“In spite of the possibilities of European buyers offering to pay taxes,” which translates to about 30 percent more for Israel’s merchandise than in the U.S., Litvak said, “we understand the importance of an American market.”
Expanding on the quality reputation granted Israeli bathing suits through the popularity of Gottex, Diva and Gideon Oberson, nine other firms–Deep Sea, Hilgad, Klil Yofi, Marlin, Rikma, Ron-Ly, Seubidu, Sun Soleil and Swim–offered American buyers a taste of their collections.
Each company set up racks of sample swimwear, in their separate hotel room, for potential buyers and American models, upon request, demonstrated pieces for interested buyers.
Ron-Ly, one of the top five manufacturers of Israeli swimwear, brought 300 suits to the show, mostly geared toward the American market.
POPULAR ITEM THIS YEAR
Popular this year, according to Orit Biran of Ron-Ly, are one-piece suits cut low in the back, mostly with black or metallic material. Strapless bikinis also sell. One new style features a one-piece with “a flounce around the leg, like a dancer,” Biran said.
Pam Seidel, a buyer from Saks Fifth Avenue, testing the samples at Klil Yofi, explained that these v-inserts, already a fashion in America, camouflage the thigh.
“We’re looking for an expansion on the contemporary market,” Seidel said, while checking the fit of several bikinis on the models. “Animal prints are big this year as are subtle metallics versus the all-over metallics of last year.”
Seidel specifically favored black suits and black and white checks and in this heavy market week, said she would be in and out, like most buyers.
Klil Yofi, in the market 12 years and a participant last year, said the American business is “very good but not as established as the market in Europe,” according to manufacturer Joseph Lev.
While their largest business is in Germany and Switzerland, many of the 185 selections they brought included animal prints, silver and gray metallics and polka dots for the American taste.
Shanzer Zvi, manager of Deep Sea, which was not represented last year, also noted the difference in European and American markets.
“This would never sell in America,” he said pointing to a one-piece with a floral print on pink background and olive gathers along the side. “It was made for the German market.”
Most of his 80 pieces, however, such as a red and black patterned one-piece and a teal green and black suit, conformed to American demands.
The purpose of the show, according to Litvak, is to “establish a market in the East.” In 12 months the show will travel to the West.
Israel also hopes to emphasize to American buyers that their duty-free status allows about a 32 percent advantage over European competitors whose swimwear is subject to customs duties, Litvak said.
“Without duties or clauses, Israel can now compete with Europe,” said Beth Belkin, from the Government of Israel Trade Center.
The Archive of the Jewish Telegraphic Agency includes articles published from 1923 to 2008. Archive stories reflect the journalistic standards and practices of the time they were published.
