WIMYM Narrows Focus on Brands
When Christian Audigier took to the stage to perform a song with musician/collaborator Dave Stewart during When I Move You Move, there was little doubt who was the star of the show.
Held Feb. 16–19 at Caesars Palace, WIMYM’s second installment in Las Vegas had some of the first edition’s party atmosphere but saw its exhibitor list narrowed to Audigier’s brands and licensees almost exclusively. The only two brands not under Audigier’s umbrella were Rock n’ Luck and Jayime Jean, though both share his more-is-more aesthetic.
Now occupying a single ballroom at Caesars Palace, Audigier’s Western saloon–themed show featured collections from his Ed Hardy, Christian Audigier, Smet, Crystal Rock, Paco Chicano, Rock Fabulous and CBarA brands alongside velvet-roped VIP areas, a mechanical bull and a stage for Audigier’s own performance as well as nightly fashion shows and Vegas-style burlesque performances. The brands’ licensees showed knits, handbags, jewelry, denim, snow and ski gear, neon lights, cell-phone accessories, swimwear, wall clocks, and childrenswear.
Kasandra Carlson, the company’s director of trade shows and events, said the shift away from outside brands made sense in the current retail environment.
“The focus has always been our own brands,” said Caleb Westbay, vice president of sales at Ed Hardy. “I think buyers will appreciate this more intimate show, but we wanted to keep a lot of the energy and entertainment. That’s what we’re about—buzz and excitement.”
Knits and accessories proved to be strong categories at the show.
Karen Lessard of the Shop Estella accessories boutique in New Hampshire said that while her customers don’t always recognize the Christian Audigier name, they like the brand’s aesthetic. “Right now, shoppers have to think something is really special. We’re doing well with Ed Hardy handbags that aren’t too over-the-top but have some special touches,” she said. If the minimum order is within her reach, she said, she’d also be adding Ed Hardy T-shirts for men and women to her store.—Erin Barajas
