Price and Trend Key at Northern California Markets
SAN FRANCISCO—Retailers from Northern California, Oregon and Washington braved inclement weather in search of basics and on-trend pieces with a high-end look at a lower price point at the Fashion Market Northern California and Contemporary Association of Los Angeles trade shows.
The FMNC show, held at the San Mateo County Event Center in San Mateo, Calif., April 10–13, featured updated women’s apparel and accessories. The CALA show, held April 12–13 at the Westin St. Francis Hotel in San Francisco, featured a mix of contemporary and designer apparel and accessories for men and women. Exhibitors at both shows sold a mix of Fall items and Immediate goods, and organizers reported attendance that topped that of the same shows last year.
Janet Foss, owner of the J Foss specialty store in Palo Alto, Calif., has long shopped the CALA show and visited FMNC this season in search of European and domestic collections at a competitive price point. “I’m looking for a lower price point. I’ve had to drop some of my more expensive lines, but I still need items that have that same look and quality,” Foss said. On her list of must-have items are versatile tops and dresses, statement jewelry, and exclusivity. “I’m looking for items women can’t find anywhere else. I need diversity.”
Key items at the FMNC and CALA shows proved to be tops and dresses.
“Those are the two most important categories,” said Bentzi Gershon of the Signature Studio showroom, which showed at FMNC.
Others showing at FMNC agreed that versatility and value were high on buyers’ wish lists.
“It isn’t business as usual,” said Dvora Braunstein of Mabelle World Fashion Distributor. “Buyers need versatile items they can dress up or down, that can be for work or night, that have multiple uses.” Gabriela Shultz of the Adorn Thy Self Showroom in San Francisco did well with Butter by Nadia, a collection of convertible jersey dresses. “Buyers need a lot more bang for their buck right now.”
“Buyers are looking for a combination of item and price point. They’re shopping for their bread and butter—dresses, tops, underpinnings. If they find something special at a great price, then they might write it, but they are here looking for what they know sells,” said Kelly Harrington of the Liza Stewart showroom in Los Angeles. Items retailing for $300 and under were easier sells than more-high-end pieces, she added.
At CALA, casual items that pair back to the boyfriend, menswear and military Fall trends earned buys. Stripes, muted tones and T-shirts in featherweight fabrications were also popular. Premium-denim brands, including Paige Premium Denim and J Brand, participated in CALA and reported the most success with their non-denim pieces. Cargo pants, chinos, corduroy pants and jeggings earned orders over denim.
“Buying has been more item-driven and has been leaning toward more casual pieces. Some people are still coming to us for suits, but the majority are looking for pieces that are utilitarian but feminine and lightweight fabrics in traditional Fall colors,” said Nicole Rivera, an account executive with Trina Turk.
Buyers looking to spice up their Fall offerings looked to faux fur and leather for a dose of luxury. Alpinestars by Denise Focil has roots in the action-sports industry but came to CALA with a line heavy in leather moto jackets wholesaling for $235 to $280. Georgie, which is expanding into a full collection, brought a $165 faux-fur jacket to CALA. “People aren’t ready for real fur and the price point that comes with it, but they definitely want the look,” said Christine Cucinotta of the S.A.M. Showroom.
Nicole Wolensky of the Standard Showroom in Los Angeles said buyers came to market with a clear game plan. “They’re not repeating the same look. For example, a buyer will come in and pick up a camel rain coat from Lily & Jae but won’t take a slouchy T-shirt if they already have one from another brand. They’re being very selective in the trends they hit and how they hit them.”
Both buyers and sales reps reported healthier business and general optimism. “The change isn’t coming in leaps and bounds, but it is coming,” Trina Turk’s Rivera said. Allison Paige, a buyer for The Spa, a spa and specialty boutique at the Hotel Healdsburg in Healdsburg, Calif., returned to CALA with an expanded budget and a shopping list that included a few higher price-point items. “We’ve focused on the comfort element, but now the style element has become equally as important. There’s a proven market for it,” Paige said.
