California Apparel News

SAN FRANCISCO—Immediate orders and staple items for autumn were on buyers’ lists at the Fall II edition of Golden Gate Apparel Association’s (GGAA) Fashion Market of San Francisco, held June 14–17 at the Concourse Exhibition Center in the city’s revitalized South of Market district.

About 1,300 buyers came to view more than 580 lines from approximately 237 womenswear, junior and accessories exhibitors, according to GGAA Executive Director Dianne Travalini, who said this year’s attendance was on par with last year’s. International retail presence remained relatively low, with about 1 percent of the show’s buyers coming from other countries, Travalini said.

“Generally, our turnout for this show is strong, but we’re always looking for ways to generate new business,” she said.

The Bay Area trade show, which GGAA holds at the center five times a year, got off to a slow start because of Father’s Day weekend, but many exhibitors said traffic would pick up after the holiday. Still, some buyers who managed to sneak away from their families and attend the event said it was the show’s format, not its timing, that made it difficult for them to remain focused on their schedules. These buyers said they had to spend time tracking down several lines that had been placed in the wrong categories.

Approximately 19 new exhibitors registered at this season’s show, although some of them were returning reps with new showrooms, said Travalini. New exhibitors included Los Angeles companies Guess? Inc., Chris Myers Showroom, Yellow Lotus, and Hannah.m; New York–based CJ Laing; and Miamibased Soye Corp. Koret of California Inc., Jessica McClintock Inc., Weston Wear Inc., Jones New York and Isda & Co. were among the show’s returning exhibitors.

Los Angeles showrooms and labels—including Karen Kane Inc., Mica, Eileen Fisher Inc., Rande Cohen Showroom, Tara Riddle, Sylvie & Lily, Lifestyle Clothiers, Ethos, Rep et Trois and Michael Cohen––occupied roughly 56 booths at the show, which is becoming a key event for many California apparel companies.

“This is a good market for us,” said Los Angeles–based showroom owner Tara Riddle, who predicted a 50 percent sales increase over last year.

At Riddle’s booth, buyers streamed in and out, and most left orders behind. Buyer Jeffrey Allen of San Francisco–based boutique She practically ran out of space on his order form. Among the contemporary looks he added to his inventory were a silk wrap blouse with a cascade ruffle, an oyster-colored rayon/nylon ruched skirt, a corduroy military jacket with a racer collar, and a biased ruffle skirt with a beaded hem.

Los Angeles–based Neetu Malik Showroom—which specializes in better soft-dressing lines such as Staley/Gretzinger, Coco & Juan, Studio 90, Cynthia Ashby and Kedem Sasson— saw a handful of retailers on the show’s second day. Buyers from Kati Kooacute;s in San Francisco placed orders for Kedem Sasson’s plus-size, deep-pocket, cotton shirts with square button covers and loose-fitting, tie-front blazer jacket in rayon.

Several retailers said they were adjusting their product selections to keep up with trends and buying closer to season. These occurrences benefited exhibitors such as Los Angeles–based Ana Capri, which had already completed its contemporary dress line by the time the market rolled around. The 150-piece collection features feminine looks, such as a cotton-poplin circle skirt with a tulle petticoat, cotton/Lycra T-shirts with satin-ribbon cinch sides, and a strapless, stretch-poplin dress with toile print. The line, which debuted eight months ago, has more than 300 accounts with specialty boutiques nationwide.

“I created a customer base here six years ago, and my customer base is very loyal,” said Capri, who worked for several years as an apparel sales rep.

Several exhibitors said most of their orders were filled by specialty- store accounts from California—such as Rabat in San Francisco and Berkeley, Validation in Fresno, Robin’s Nest in San Mateo, and Bellissima in St. Helena—who were eager to fill their stores with a warm color palette of burnt sienna, brown, ivory and black. Top styles for autumn include sweaters with novelty stylings and embellishments, twill bottoms, denim skirts, and scarves. Retailers at the show were interested in new incarnations of cargo styles, which will continue to be a strong trend into the Fall season, exhibitors said.

Several buyers at the show said they were returning to their pre-war plans to test new styles and fabrications.

Buyer Billie Sher of Get thee to the Nunnery, a better misses boutique in San Francisco, said she was looking for styles with unusual textures and patterns.

Sher, who said sales are currently up 15 percent over last year, contributes her store’s growth to careful planning and reorders.

Several Bay Area businesses reported a noticeable pickup in retail sales in recent weeks. GGAA’s President Craig Hinds said this was, perhaps, a result of the rising stock market.

“We’re seeing a streak of better business as a result of the economy getting better, and buyer confidence is improving again,” Hinds said.