International Apparel Markets Obj. 4.02 Understand Buyer’s Market

Market A market is the potential demand for a product. OR The place, area, or time at which buyers and sellers meet to transact business.

Market Credentials Most Trade Shows, Apparel Markets and Showrooms require a buyer to present substantial credentials for entry known as: qualifications of business ownership Common credentials include: Gov’t issued ID Retail license Wholesale EIN# Business Credit Card (Each market has specific credential lists & specific registration policies.)

International/Wholesale Markets International/Domestic wholesale apparel and accessory markets are the means of distributing the manufacturer’s finished products to retail buyers.

Runway Vs. Showroom Designers make outrageous garments for the runway to present their line. They also have showrooms with salable merchandise where buyers come to order. “Shock vs. Stock” is typical of this discrepancy between runways and showrooms.

European Collection Openings Paris is the world center for couture. Couture is the term reserved for fashion that is made to order to fit an individual client’s measurements. The clothes are most luxurious and the most expensive between $5,000 & $50,000 for a single garment. Reserved for a very small international clientele.

Prét-á-Porter Collections European designer “Ready-to-Wear” Most French fashion is mass produced as is with most countries. Mass production makes fashion less expensive.

Markets Markets are held in: Specially built buildings (fairgrounds) Convention Centers Hotels

European designer ready-to-wear shows are held twice annually. Fall collections are held in March and spring collections in September in Milan, Paris, and London. A buyer needs more than two weeks to see the shows in all three cities. Designers from other countries show in Paris because they think they get better exposure. Prét-á-Porter

Buyers of “better” merchandise and around 2000 journalist from all over the world visit the individual showings of many designers. Most buyers see 10 shows daily, from early morning till late at night, taking many notes to remember styles. They analyze the collections based on their stores needs, place orders at the designer’s showroom or buying offices within the city. Retail Store Buyers

Instead of a fashion show, ready-to-wear collections are shown to buyers in the company showroom. Many manufacturers now present four or more collections yearly in this manner. Deliveries are staggered so new merchandise arrives in stores periodically to capture customer interest. Company Showrooms

Market Weeks & Trade Fairs Manufactures also show and sell fashions and accessories at market weeks or trade fairs. Markets often coincide with other collection openings or line releases. Markets in large cities are held first followed by regional markets.

Paris Paris - French Prét-á-porter shows are not limited to designer collections. Other shows and groups of exhibitors are spread out all over Paris. Prét-á-Porter Paris (often known as “The Pret) is held at the Porte de Versailles. Some manufacturers show in hotels or restaurants.

Milan Milan women’s collections: Milano Collezioni Donna & Modamilano are held together at the fairgrounds with overflow at hotels. The National Chamber of Fashion also promotes Italian fashion internationally.

Dusseldorf Germany’s market fairs are held in 4 cities. Collections Premieren Dusseldorf (CPD Woman – Man) is Germany’s largest RTW & accessories trade fair. Bread & Butter (young fashion) is held in Berlin Vibes 4U (Jeans) in Cologne Ispo (active sportswear) in Munich.

The Salon International de l’ Habillement Masculin (SIHM, men’s & boy’s wear takes place in Paris each January & September. The Milano Collezioni Uomo (Milan men’s designer collections) & the Pitti Immagine Uomo (men’s wear) takes place in Florence each january and Jun. Other markets of men’s wear are held in London in January or February and again in August or September. Many designer collections combine women’s and men’s wear. Men’s Wear

Canada Montreal Fashion Week (MFW) is held in March and September. NSIA (activewear, footwear, & accessories) are held in Montreal. Toronto Fashion Weeks featuring designer runway shows are held each March & September. There are two large shows annually at the Toronto Congress Center, showing women’s wear and footwear. Canada