International Apparel Markets Obj Understand Buyers Markets

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:  State issued ID  Business license  Wholesale EIN#  Business Credit Card ( Each market has specific credential lists & specific registration policies.)

International Wholesale Markets  International wholesale apparel and accessory markets are the means of distributing the manufacturer’s finished products to retailers.

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

Prét-á-Porter  European designer ready-to-wearshows are held twice annually.  Fall collections are held in Marchand spring collections in Septemberin Milan, Paris, and London.  A buyer needs more than two weeksto see the shows in all three cities.  Designers from other countries showin Paris and Milan because they thinkthey get better exposure.

Retail Store Buyers  Buyers of “better” merchandise andaround 2000 journalist from all overthe world visit the individual showingsof many designers.  Most buyers see 10 shows daily, fromearly morning till late at night, takingmany notes to remember styles.  They analyze the collections basedon their stores needs, place orders atthe designer’s showroom or buyingoffices within the city.

Company Showrooms  Instead of a fashion show, ready-to-wear collections are shown tobuyers in the companyshowroom.  Many manufacturers nowpresent four or more collectionsyearly in this manner.  Deliveries are staggered so newmerchandise arrives in storesperiodically to capture customerinterest.

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.

Men’s Wear  The Salon International de l’ HabillementMasculin (SIHM, men’s & boy’s wear takesplace 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 eachjanuary and Jun. Other markets of men’s wear are held inLondon in January or February and again inAugust or September.  Many designer collections combine women’sand men’s wear.

Canada  Montreal Fashion Week (MFW) is held inMarch and September.  NSIA ( activewear, footwear, & accessories ) are held in Montreal.  Toronto Fashion Weeks featuringdesigner runway shows are held eachMarch & September.  There are two large shows annually atthe Toronto Congress Center, showingwomen’s wear and footwear.