Cal Mart Keeps Buyer Incentive Program
As the nation continues the process of picking itself up and dusting itself off after the tragic events of Sept. 11, the impact from the day is still reverberating in several of the country’s industries, including the fashion industry. However, as originally scheduled, the California Mart will hold its Junior and Contemporary market week Oct. 8–11, and executives say they are forging ahead with their incentive program for market week buyers.
The program is designed to assist in the development of buyer relations during the Cal Mart’s market weeks by providing financial support to buyers for hotel rooms and airfare, according to Kit Marchel, executive vice president of marketing/business development for the Cal Mart.
“We’re still here and we are ready to serve,” said Marchel. “We are introducing a new travel agency and we’re running special promotions. I spoke to the new travel agency and all room blocks are booked.”
The buyer incentive program features a “buy one, get one free” special to the first 100 buyers for room rental at selected hotels. It also features a “fly on us” program, with complimentary air travel for buyers selected by tenants of the Cal Mart.
Marchel emphasized that the “fly on us” program is limited to either new buyers or buyers who haven’t been to Los Angeles Market Week in two or more years.
“We are interested in retail development as opposed to [merely] retail maintenance,” Marchel said. —Darryl James
