Domestic Apparel Markets 4.02 Understand the Buyer’s Market

Domestic Market Weeks Cities & regional centers such as: New York, California & Atlanta host domestic market weeks & trade shows which are very important wholesale markets for U.S. retail buyers.

New York continues to be the major fashion market center in the U.S. 23,000 + apparel buyers make the journey to the city yearly for: Collection showings Trade shows Market weeks New York City

Fashion Week (7th on Sixth) Seasonal designer collections are presented to buyers & press as fashion shows. Organized by (7th on Sixth) Seventh Avenue on Sixth Avenue Held in Bryant Park Women’s fall collections shown in Feb. Women’s spring shown in Sept. Many designers don’t like the date of shows as they conflict with European market week shows.

New York Trade Shows Held during market week in: Hotels Convention Centers Manufacturers rent booths or showrooms to show their line to buyers from across the country. New York Trade Shows

Children’s Wear Has grown from 2 shows yearly to 3 or 4 yearly. International Kids Fashion Show is held in NYC and features fall fashion in March and spring fashion in August. Children’s Wear

Men’s Wear The Designers Collective Show 7th on Sixth Features upscale tailored suits and coats Shown in late January & late August or early September for spring. 7th on Sixth Shows of designer men’s wear in February & July. The National Association of Men’s Sportswear Buyers (NAMSB) Shows 4 times yearly as sportswear market has grown. Followed by regional markets. Men’s Wear

Showrooms A place where manufacturers’ sales representatives show samples to prospective retail buyers. Many designers show their merchandise in their own showroom – next to design studios. The runway is for showstoppers, but the showroom is where merchandise is seen & purchased by buyers.

In designer showrooms, fashions are modeled or displayed on mannequins. In medium to lower-priced apparel showrooms, clothes are displayed on hangers. Showrooms are outfitted with display racks, wall mounts for greater visibility, tables & chairs for buyers. Showrooms provide continual exposure for the apparel line. Showrooms

Apparel Showrooms Located in the garment district – near Seventh Avenue & Broadway between Thirty-third & Forty-Second Streets – near the theatre district. Showrooms are grouped in buildings according to merchandise classification and price range. This provides convenience to buyers that have limited time to travel all over town.

Showroom Locations Prestigious addresses such as 530-550 Seventh Avenue – traditionally designer lines. Moderately priced women’s wear –Broadway Lingerie & intimate apparel –Thirty-fourth Street and Sixth Avenue & Thirty-third street ad Sixth Avenue. Men’s furnishings – Empire State Building

Internet Showrooms Stylesmart.com http://www.prweb.com/releases/2002/04/prweb36318.htm Internet is providing the opportunity for manufacturers to sell online. Stylesmart.com allows designers and manufacturers to display merchandise via the internet. Website provides all the information a buyer would fine in a real showroom such as 3D views of merchandise. Internet showrooms provide continual access to the global retail community.

Regional Market Centers Most are held in cities that were first manufacturing centers. Markets cater to independent specialty stores and regional retailers unable to attend market week in NYC. In most cities – large buildings of showrooms are referred to as “Marts” Showrooms can be rented by manufacturers’ sales representatives on a permanent basis or as needed.

Regional Fashion Marts Host five markets per year + fashion shows & other specialty markets. Provide educational seminars on subjects such as: Visual merchandising Management Mega Marts: Combine men’s, women’s, children’s and accessories to provide crossover buying. Created to aid buyer. Buyer makes fewer or shorter trips, keeping cost down.

Major Regional Centers Los Angeles – Nation’s second largest fashon market center. Dallas – Known for evening wear, bridal and western fashion. Chicago – serves Midwest – Many Canadian lines are shown at the Chicago Merch. Mart. Atlanta – The AmericasMart – serves Southeast has cross-marketing with adjacent gift and merchandise mart. Miami – Latin American and Caribbean Buyers & Swimwear

Other Regional Centers Denver Merchandise Mart in Colorado Carolina Trade Mart – Charlotte, NC Miami Merchandise Mart in Florida Northeast Trade Center – Woburn Massachusetts Radisson Center – Minneapolis, Minnesota Trade Center – Kansas City, Missouri