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Service Minded: Trade Shows Gear up to Draw Attendees in 2014

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Service Minded: Trade Shows Gear up to Draw Attendees in 2014 A California Apparel News Special Section TradeNovember 2013 Shows 2014 Service Minded: Trade Shows Gear Up to Draw Attendees in 2014 Shop & Dine: Los Angeles, San Francisco, New York, Miami, Dallas, Las Vegas Trade Show Calendar 01TradeShowFinalCover.indd 1 11/13/13 6:21:22 PM NEED EXPERT INDUSTRY ADVICE? THE BUHLER BOYS WE HAVE ANSWERS. [email protected] INDUSTRY LEADERSHIP The marketplace has never been more complex — overseas instabilities, market saturation, counterfeiting, and supply chain discord are common headlines today. Our team includes some of the industry’s most educated and experienced minds — we take our role as leaders seriously. By passing along our strong supply chain resources, ethical aptitude, and distinct product qualities, we help you — and the entire industry — to reach a greater potential. GET MORE THAN JUST YARN. 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[email protected] Ad template.indd 1 11/12/13 2:36:50 PM 2014 SHOWS ACCESSORIE CIRCUIT JANUARY 6.7.8 @ PIERS 92/94.NYC INTERMEZZO COLLECTIONS JANUARY 6.7.8 @ PIERS 92/94.NYC CHILDREN’S CLUB JANUARY 12.13.14 @ PIER 92.NYC ENKVEGAS FEBRUARY 18.19.20 @ MANDALAY BAY.LV COTERIE / SOLE COMMERCE / TMRW FEBRUARY 23.24.25 @ JAVITS CENTER.NYC CHILDREN’S CLUB MARCH 9.10.11 @ JAVITS CENTER.NYC WWW.ENKSHOWS.COM Ad template.indd 1 11/13/13 1:12:44 PM TRADE SHOWS Service Minded: Trade Shows Gear Up to Draw Attendees to the 2014 Shows With a recovering economy underway, trade shows are poised to see increased attendance in 2014. We asked trade-show organizers what programs they have to attract new and returning attendees. Tom Florio goes out to special retailers [talking] very going to want to do Chief Executive Officer specifically about initiatives taking place on business with brands Advanstar Fashion Group the show floor. they can trust, that The other pre-show opportunity this they know will be We’ve built a retailer-relations marketing year will be with Shop the Floor. All of our behind them in case team over the last two years. Pre-show, the brands will have the opportunity to upload they don’t get the relations marketing team is speaking to all their looks on Shop the Floor about six sell-throughs they the key retailers we do business with, really weeks [before] the show actually starts, want. New brands on an ongoing basis. If there are acquisitions and our retailers will be able to go on Shop in those same envi- going on, if there are new departments be- the Floor to preview collections, set up ap- ronments with those ing launched—like a footwear department pointments and even do e-commerce if they Tom Florio Oscar Ben Rodriguez Olivia Reyes existing brands have or a new men’s department—our retail-re- want. a better chance of lations team is aware of it. As we’re walk- Even though everyone was running to the last show, we went from 30-some-odd being seen. ing around the world finding new brands, the digital space, the idea of doing business percent of our buyers using our apps and our On the show site, there are a number of we’ll start feeding [retailers] brands. We’re in this space is a relatively new idea. I see digital platforms to 64 percent of them using initiatives that take place. We have probably working with them all the time, so there’s Shop the Floor as an extension of MAGIC our apps and our digital platforms. There one of the largest seminar series at any trade this ongoing dialogue. As we get closer to Market Week, which allows people to sell seems to be some adoption, but it’s going to show. It spans everything from sourcing to the show, certain retailers—particularly through business cycles. We’re pleased with happen over time. how to merchandise your booth. The educa- the larger ones—they’ll send us what it is the way it’s rolling out, but we’re surprised Overarchingly—and we get this from our tion series continues to be a really big draw they’re looking for, and we will start to plan to see how comfortable people are in the tra- post-show data—the No. 1 thing that drives for the retailers. their show for them. ditional way of doing business—the brands retailers to a show, when you really cut to And then there are show initiatives tak- We also have an overarching market- as well as the retailers. It’s the fashion busi- the chase on it, is they want to conveniently ing place across all the different platforms. ing campaign that markets MAGIC Mar- ness—people want to speak to the people do business with the brands that they do An example would be at WWDMAGIC, ket Week internationally. We don’t market they do business with. business with. They want it to be easy to see there’s a trend report that takes place with MAGIC as a trade show; we market it as A lot of brands depend on the show. the brands, and they want to be able to do Hal Rubenstein, the former fashion editor of a contemporary market week for men’s, If you’re working with premium brands, commerce. The second thing they’re look- Instyle. women’s and sourcing made up of 10 they’re very protective about who sees their ing for is to see new brands. Also, White, which is part of WWDMAG- shows. There’s a multilingual direct-mail [collection]. Our system is a closed system. Our show is made up—across all of our IC and moved out of the North Hall last year, and advertising campaign that’s underway You’re only able to look at these sites if shows—of about one-third new brands to will move back to the North Hall to make it pre-show. Last show we had a 35 percent in- you’re a registered retailer at MAGIC Mar- the show, and the remainder are [well-estab- easier for the buyers to get around. crease in our international buyers, and we’re ket Week and we really know who you are. lished] brands. Our whole initiative is to make it as con- also seeing an increase in e-commerce. We’ve added a mechanism, at the request of This is going to be particularly important venient as possible for the retailers to shop Each of the individual shows and the our brands, that [allows them to] select re- this year. There’s a lot of talk about how pro- across all our shows. Part of the way we’ve show directors have their own targeted da- tailers because they want to decide what dis- motional the holiday season will be. Buy- done that is the way we organize and curate tabase [and a] marketing campaign that tribution channel they’re going to be in. At ers may be a little more cautious. They’re ➥ Trade Shows page 6 January 21−23, 2014 January 21−23, 2014 Javits Center, North Hall Javits Center, North Hall The largest apparel fabrics show in North America New York, NY New York, NY NEW YORK MY TEXWORLD NEW YORK OUR APPAREL Co-located with free entry online ApparelSourcing www.apparelsourcingshow.com 4 CALIFORNIA APPAREL NEWS / TRADE SHOWS NOVEMBER 2013 APPARELNEWS.NET 04,6,8,10-16.feature.indd 4 11/13/13 6:45:49 PM CMC_AppNews_1113_FullNoBleed.pdf 11/13/2013 3:07:50 PM C M Y CM MY CY CMY K Ad template.indd 1 11/13/13 4:33:45 PM TRADE SHOWS Trade Show Manager Trade Shows Continued from page 4 California Market Center trade shows, provid- ing buyers with un- and merchandise our shows. We continue to In 2014, we will officially have Sun- matched resources invest in what we refer to as “wayfinding” day starts for all LA Fashion Markets and all in one place. and attaching the wayfinding to transporta- corresponding trade shows at the CMC. We Through our con- tion. The response from retailers in the last have shifted our market dates to better ac- tinued travel pro- show [was] that it was much easier to get commodate our attendees’ schedules, pro- gram, our buyers around the show. viding more-flexible times to visit, so they will be able to take We’re going to continue this evolution are not just during the week. We experi- advantage of dis- [by] setting up all of the MAGIC Market mented with a Sunday start in October 2013, counted hotel rates, Andrew Olah Sam Ben-Avraham Judy Stein Week sites in an easily recognizable way. and it proved to be a success, so we look complimentary shut- You can come off a bus or your town car forward to continuing this through 2014. tle services and other convenient benefits to able to deliver insightful and relevant topics and rather than just see the name of the We have increased concentration of re- make their travels to LA more enjoyable and as a part of our ongoing retail seminars and show, you’ll be able to see womenswear is sources under one roof.
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