California Apparel News

SAN FRANCISCO—Northern California retailers and apparel manufacturers from around the world greeted the new year with the Golden Gate Apparel Association’s (GGAA) Fashion Market San Francisco show, held Jan. 10–13 at the Concourse Exhibition Center.

Tim Barraza said he returned to the market for the sixth season because the show has been a steady friend to his company.

“It’s consistent. They have the same amount of buyers every year, and that’s enough,” said Barraza, vice president of marketing at Tianello Inc., a Los Angeles–based designer and manufacturer of better contemporary womenswear with $10 million in annual sales.

Some aspects of the GGAA’s first of five scheduled 2004 markets were on par with previous shows. Held on an unseasonably sunny winter week, the show attracted between 1,400 and 1,600 buyers, the same number that attended the January 2003 show, according to Dianne Travalini, executive director of the GGAA.

The recent show did pack some variations, however. For the first time in seven years, the GGAA held the show in early January instead of at the end of the month.

Travalini blamed the early schedule for a drop in exhibitors— approximately 220 exhibited this year, compared with 280 at the January 2003 show. The early schedule clashed with other apparel shows, including ENK’s Intermezzo in New York.

The most pleasant surprise for GGAA’s new year was that business was good—positive news for a region still battling a lackluster economy.

“There was no traffic at the last one,” said Tracey Glick, founder of San Francisco–based Boy-Girl Tees, of the January 2003 show. “But people had a good Christmas, and they need to stock up their stores.”

Stores were not merely stocking up; some were ordering ahead, said Diane Levin, founder of Los Angeles–based Diane Levin Sales. “They’re usually looking for immediates, but that’s starting to change. They’re looking for a true Summer,” Levin said.

Crossings-Midtown boutique in Sacramento, Calif., was one of the stores looking ahead. Co-owner Linda Helmke said Christmas 2003 was the store’s best Holiday season since 1995. Sales were up 25 percent, and the financial holiday cheer made her and her husband, co-owner Steve Helmke, eagerly anticipate Summer 2004.

“Colors are coming back,” she said. “I’m seeing more pinks and fuchsias, which I haven’t seen in the past 18 years.”

Fashion lines such as Paradiso, Meng Design and Nomad have done exceptionally well at the Helmkes’ 1,900- square-foot boutique.

Retailers were also pleased with the variety of womenswear, shoes and accessories found at the show.

“I stopped at so many places,” said Pamela Pacelli of Davis, Calif. “I didn’t expect there to be so much, even in a size 14.”

Pacelli visited the show to browse for her new business, Five Figs Couture, which will specialize in sophisticated clothes for women fitting sizes 10 through 18.

Another change coming with the improving economy is that wealth is spreading out, said Michael Cohen, owner of the Los Angeles–based Work In Progress/Michael Cohen Showroom.

“I’m seeing a lot more stores opening than closing this year,” he said. “It tells me the economy might be better than some of the forecasts. I also see more independent boutiques opening outside the immediate Bay Area.”

Tianello’s Barraza said the show’s relaxed feeling can throw some curves. Just as with any other exhibition, business can come in a one-day wave of sales surrounded by three slowpaced days, he said.

But the pace at a show is good as long as business remains steady, according to Dinesh Bajaj, co-founder of Natural Fashions Inc., a Chico, Calif.–based designer and manufacturer of womenswear with annual sales of $4.5 million.

“If you get 10 new customers and retain the old ones, you did a fantastic job,” he said.

LACA Preps for 14th Show in San Francisco

Nipping at the heels of the Golden Gate Apparel Association’s January show will be the Los Angeles Contemporary Association’s (LACA) 14th annual show, scheduled for Feb. 2–3 at the Huntington Hotel in San Francisco’s chic Nob Hill district.

It’s a lean, streamlined show, where an estimated 200 to 300 Northern California stores will check out updated misses contemporary collections presented by 50 sales representatives.

LACA spokesperson Karen L. Anderson said participating manufacturers will be Poleci, Laundry by Shelli Segal, Charlotte Tarantola and Max Studio.com. Apparel companies Vertigo, Moda Doc, Hype, BCBGMaxAzria, Teenflo, Margaret O’Leary and Tom K. Nguyen will be in attendance, too.

Anderson confirmed price points for the representative-driven show will range from $50 to $200.

Michael Cohen, owner of the Los Angeles–based Work In Progress/Michael Cohen Showroom, will attend LACA. Cohen, who also did business at the Golden Gate Apparel Association’s recent show, said the two shows appeal to different crowds. “[GGAA] speaks to all lifestyles in this region, as opposed to a product-specific show such as LACA,” he said.

The show fee for manufacturers is $250. Entry for retailers is free. For more information, contact Anderson at (213) 622-7447, Margaret Chevedden at (213) 627-9811 or Robin Cohen at (213) 229-8700. —A.A.