Fashion Market Northern California Focuses On Immediate Goods, Unique Looks
SAN MATEO, CALIF.—Booth space was sold out at Fashion Market Northern California’s Fall I Market,which ran April 9–12 at the San Mateo County Event Center, located less than a 30-minute drive from San Francisco International Airport. More than 600 boutique retailers browsed fashions, accessories and jewelry ranging from contemporary to bridge, designer and misses categories, which were displayed at 200 booths at the show, according to Suzanne DeGroot, the show’s executive director. Buyer attendance and booth space numbers were even with Fashion Market Northern California’s April 2010 show.
Many retailers at the regional shows said business was affected by a recent series of heavy rainstorms in Northern California. “Spring was slower in coming, but it’s here, and we’re grateful,” said Terry Clemens, owner of The Clothing Store boutique in Pacific Grove, Calif. While the extreme weather seemed to have had blown away, Clemens said she was not taking many chances with inventory. “I’m buying selectively,” she said. While the national economy is improving, many consumers continue to harbor bitter memories of the Great Recession, said Janet Foss, owner of the J.Foss boutique in Palo Alto, Calif. “People still feel guilty when they spend, so they’re discreet,” she said. However, the boutiques business remains good because many consumers prefer to patronize an independent business that will supply unique styles. “They don’t want to look like a super trend,” Foss said.
The clashing sentiments of an improving economy and stillcautious consumers made for a show characterized by bullish and bearish behavior from buyers. Lynne Andresevic of the Crayola Sisters showroom noted retailers seemed to feel more confident about the future compared with last year. However, only an estimated 25 percent of her clients were placing Fall orders, she said. The rest were placing orders for April 30 and May 30 deliveries. “They’re buying safer, and they’re buying more conservatively,” Andresevic said, adding, “I would not want to be pioneering a line now.” Cassandra Aaron, a vendor who represented the Hot Sox line, said the Fall I show would be judged as a market of delayed gratification. “It’s the first Fall show; everyone knows there will be a second Fall show,” she said. Many retailers were taking notes at the most recent show and would return for Fashion Market Northern California’s Fall II show to make orders for Immediate deliveries, she forecast. The show is scheduled for June 26–28. Ofelia Cisneros, designer of OC, a knits and jewelry line based in Salinas, Calif., reported a good show because she offered jewelry and apparel at her booth. Buyers looking for apparel and retailers looking just for gifts would not have walked in her booth if she hadn’t offered two categories, she said. “It was a dual sale,” Cisneros said, but she declined to state how her sales compared with previous markets. For Don Reichman of Reichman Associates, the show was a success because he got to prospect new business. “We opened new stores,” he said.
Northern California boutiques attending the show included Susan Hayes Handwovens of Point Reyes Station, B.Real of Carmel-By-The- Sea, Khakis of Sacramento, Pretty Mama Inc. of Capitola, Ann’s of San Luis Obispo, Persimmon of Berkeley and 5th Street Clothing of Chico.
