FOLLOWING SUIT: All the hoopla that usually attends Sports Illustrated’s swimsuit edition has not escaped the attention of its competitors.
Sport and Inside Sports, both of which have been jazzing up their swimsuit editions over the years, are making big marketing pushes this year.
Inside Sports, whose April 1995 swimsuit edition goes on sale Feb. 28, is counting on activewear, diamonds and male hunks to drum up sales. The swimsuit photos were shot aboard the SS Norway, the world’s largest cruise ship, in the Caribbean. For the shoot, female models wore $260,000 worth of diamonds and the like, from Neiman Marcus and DeBeers.
“We wanted to do something really different,” said Jerry Croft, publisher of Inside Sports, whose 56-page swimsuit editorial accounts for half the issue. “The cruise ship allows us to do informal and formal shoots.”
In the past, Inside Sports shot the photos at beaches.
Croft was quick to discount SI’s use of male models last year.
“Sports Illustrated merely used them as props,” he said.”We, on the other hand, have a good balance between men and women.”
The Inside Sports swimsuit edition, which is in its 14th year, sells one million copies; its regular edition sells 675,000.
Sport magazine, whose swimsuit issue is in its eighth year, is counting on a behind-the-scenes video to pump up excitement, said Ira Gabriel, marketing manager. Sponsored by Kawasaki, a jet ski watercraft company, the video is the second for Sport. It will be in video stores Feb. 22.
The swimsuit issue, due on newsstands Feb. 7, focused on moderate-to-better price fashion, highlighting such labels as Darling Rio, Beach Lingo, Jamaican Style and Nike.
Sport’s swimsuit issue sells 280,000 copies on the newsstand, twice as many copies as the magazine’s regular edition.
FEDERIQUE MAKES A SPLASH: H20 Swimwear by Holly Green, a junior swimwear firm, is teaming with Frederique, one of Victoria’s Secret’s main models, to design a contemporary line called Freddi Q. The better-price line, whose suits wholesale for $35, will be in stores by the end of March. The line is primarily in Ottoman and tricot, featuring bright colors such as hot pink and turquoise.