California Apparel News

SAN MATEO, CALIF.—Business was promising and the economy has been growing, according to vendors and retailers at Fashion Market Northern California, held Aug. 28–30 at the San Mateo County Event Center.

The regional trade show reintroduced its August market after canceling the August show last year. August markets, which traditionally showcase Holiday and Cruise collections, are typically small. Last year, the board of directors for the nonprofit Fashion Market Northern California opted to shelve the August show because of the weak economy and declining demand. But the board said it would reinstate the August show if exhibitors and buyers requested it.

With the economy showing more life, demand increased for an August show, and organizers signed up 215 booths featuring contemporary collections and fashions for the “modern woman” category, which, in the past, has been called misses. Retailers shopping the show included several California-based independent boutiques, such as Exotica in Carmel, The Bee’s Knees in Oakland, Bridal Veil in Capitola, Mili in Mill Valley, Woman Beautiful Apparel in Chico, Sonia’s Apparel in San Carlos and Hubba Hubba in Sausalito.

Talk at the show focused on how a tough economy has been showing more life. Hubba Hubba boutique owner Nancy Croy said she was buying inventory in 2010 because she did not buy enough last year. “It is not as good as it was five years ago,” Croy said of the economy, “but it is not as bleak as it is made out to be.” Croy placed orders at the show for labels such as Los Angeles–based Tianello.

Exotica buyer Cheryl Harris said the August show was the first time in a while that she had seen vendors selling new fashions. “No one was producing anything new [last year]. It was the economy,” she said.

Still, buyers said the economy is impacting their businesses. Jan Kunkler, co-owner of The Bee’s Knees boutique, said price resistance has been stronger than ever among her customers. Many would not spend more than $80 on a garment.

Peter Jacobson, president of the Los Angeles–headquartered Creative Concepts showroom, said buying has hedged to extremes. “[Consumers] either want something cheap and disposable—and they’ll get it as cheap as they can—or they’ll get something of value regardless of the price,” he said.Split seasons

Although the August market encompasses everything from Holiday merchandise to early-Spring fashions, exhibitor Nancy Provda said 75 percent of her clients asked for Immediates at the booth for her self-named showroom.

In some cases, buyers were looking to fill inventory right now and looking ahead to Spring. For first-time exhibitor Benjamin Zoldan, 90 percent of his new clients put orders for both Immediates and Spring deliveries for fashions from his company, Joseph Ribkoff, based in Vancouver, Canada.

Sarah Kirakossian of the Arlene Henry Sales company observed that retailers were either looking for Immediates with a speedy delivery date of Sept. 30 or Spring deliveries beginning Jan. 30. “There was nothing in between,” Kirakossian said.

With weather being cloudy in Northern California for much of the summer, she said, many retailers were not interested in Spring and Summer clothes.Accessories and leggings key

For trends, Exotica’s Harris said scarves were important to stock. “In this economy, scarves work. They’re not expensive,” she said. She rarely prices items over $200 at her store. The Bee’s Knees’ Kunkler said leggings and tight jeans were popular items. Hubba Hubba’s Croy said fedora hats and garments with ruffles were selling well.Schedule shift in 2011

For its 2011 shows, Fashion Market Northern California announced it will change the schedule. For most of its history, its three-day shows started on Saturdays. However, the upcoming Jan. 30–Feb. 1 show will start on Sunday. Don Reichman, an exhibitor and treasurer of Fashion Market Northern California, said many retailers told the board that it was too hard to leave their shops on a Saturday.