Trend Drives Buys at Majors Market
Despite the rain and the brief interruption by a bomb scare at the California Market Center, exhibitors during the Los Angeles Majors Market, held Oct. 4–6, reported a steady, not soggy, market. Buyers from retailers such as Macy’s East and Macy’s West, Forever 21, Charlotte Russe, Wet Seal, Arden B., Tilly’s, Windsor, TJ Maxx, Belk’s, Filene’s Basement, and Torrid shopped the building’s juniors showrooms and temporary showrooms on the top floor. The CMC does not provide attendance figures, but exhibitors reported a brisk market.
“We are very pleased with the vibrant energy and high retailer turnout we saw at this market,” said Brad Jeremich, the CMC’s show manager for the Majors Market. “Our permanent showrooms, buying offices and temporary showrooms all reported meeting with high-profile department and chain stores such as Forever 21, JCPenney, Kohl’s and Stein Mart, reflecting the continued influence L.A. has on this important segment of the market.”
Tony Litman, co-chief executive of Stony Apparel Corp., which makes branded and private-label juniors apparel, reported a “fantastic” market. “Attendance has been great, and [buyers] love the product,” he said. “Every retailer we wanted to see was here.” Los Angeles’ Majors Markets, which take place twice a year, are growing in importance, Litman said. “This market, in particular, was strong because it’s the launch of Spring and because of Chinese New Year [which falls on Feb. 3]. Buyers have learned that they have to book early” to ensure timely delivery of their product, he said.
Alison Budow of The Budow Showroom was equally bullish about Spring. Budow said business slowed down during the back-to-school season but picked up for the holidays. “Girls need something new, whether it is a new print or trim. That is the strength of the business,” she said.
Budow saw more than 22 appointments during the Majors Market, including Tilly’s, Rue21, Alloy, Twigland and The Wet Seal.
“We’ve been very busy,” she said. “The only time we slowed down was when people were late getting into the building because of the bomb scare.” (See related story here.) Price vs. trend
Although price remained key for some buyers, others reported new trends helping to drive sales at the consumer level.
According to Megan O’Toole, juniors buyer for Gabriel Brothers Inc. in Morganstown, W. Va., shoppers right now are interested in one thing: “The customer wants prices. They want value for the lowest prices,” O’Toole said.
But that was not the case for Stony Apparel’s Litman, who said price was not an obstacle for buyers—despite a tough retail climate and wholesale price increases due to increased costs of materials and production.
In the past few years, many fashion watchers complained there was no trend to guide and inspire consumers. Adam Moon, juniors fashion director of Macy’s, said that is no longer true. “Floral [prints] are permeating the market—whether it be oversized or microflorals,” Moon said. “It is not in [the customer’s] closet now; it gives the customer something to look forward to.”
Lace, crochet and harem pants will also be key for Spring 2011, Moon said.
Jeff Friermor, national sales manager for Los Angeles–based Blind Trust, a private-label juniors tops manufacturer, said that while trend drove buys at the Majors Market, retailers varied on the trends they targeted. “They all want something different. Prints were strong, but some wanted Navajo-inspired prints or tribal prints; others wanted animal prints, stripes or lace,” Friermor said. “They didn’t all agree on one print.” Some stores, such as Charlotte Russe, were on the hunt for sexier, slimmer silhouettes in knits and wovens. “They’re moving away from the more oversized, “boyfriend”-style fits to things that are more appropriate for going out,” he said. Also popular were dressier silhouettes and more-sophisticated fabrications. “That’s surprising because Spring and Summer [seasons] are traditionally more casual.”
Laureen Poulakis, national sales manager for New York–based private-label manufacturer Andrew & Co., said that even though buyers reported a dire retail environment, their reaction to Spring offerings was good. Poulakis, who greeted buyers with an extensive line of knits and wovens in one of the CMC’s temporary penthouse showrooms, said oversize florals got the most interest. Conversational prints also made a comeback, she said. Still, Poulakis said, she won’t know how successful the show was until buyers actually turn their notes into orders. “I’ll know in a couple weeks just how good the market was,” she said.
With additional reporting by Andrew Asch
