California Apparel News

SAN MATEO, CALIF.—Opening on a Sunday proved to be a good move for the exhibitors at Fashion Market Northern California, held Jan. 30–Feb. 1 at the San Mateo County Event Center, where buyers turned out on opening day to shop among more than 730 collections.

“It was a fabulous day yesterday—we’re thrilled,” said Melody Fast, owner of Los Angeles–based Melody Fast Sales, during a break between appointments on the second day of the show.

Fast said she saw buyers from Northern California, as well as Oregon, Washington, Colorado and Alaska.

Fast was showing several collections ranging from Chicago-based Christopher Calvin to German collection Transparente and Los Angeles–based Violet Kay.

“I have local and European and offshore—it’s a nice mix,” she said.

It was wall-to-wall European labels at Peter Jacobson’s booth. Jacobson owns the Creative Concepts showroom and Fashion Link distribution, both based in Los Angeles and specializing in European collections, including the three French collections he was showing in San Mateo: Aventure de Toile, Rizal and Rodika Zanian.

“I’m excited about business right now,” Jacobson said. “Average orders seem to be increasing. Most customers are coming back—which is a nice sign.”

Jacobson was giving key buyers a preview of the latest addition to his showroom and distribution company: French contemporary collection Miki Mialy.

At the Reichman & Associates booth, showroom owners Don and Velma Reichman were showing a mix of U.S. and Canadian collections, including Los Angeles–based Barbara Lesser and Elvis Laskin, as well as New York–based Ava Knits and Canadian collections Jane & John and Savican.

“Yesterday was rocking,” said Don Reichman on the second day of the three-day show.

Arlene Henry, owner of the Arlene Henry showroom, which recently relocated from the California Market Center to the Gerry Building in downtown Los Angeles, said she was pleased with the turnout and timing—and the look—of the San Mateo show.

“This show is getting more refined,” she said.

Henry—who was showing Manyus, Silk Box and Redwood Court by Silk Box, Staples, and Clotheshead—said buyers were still placing orders close to season.

“All my orders here and in L.A. are for 3/30, 4/30 and 5/30,” she said.

But other reps said they were getting a few orders for Fall deliveries, as well, at the San Mateo show.Northern exposure

Many exhibitors said Fashion Market Northern California draws buyers primarily from Central and Northern California, the Pacific Northwest, and Western states.

“This show has become very important to the retailers,” said Velma Reichman, co-owner of Reichman Associates.

For many exhibitors, the San Mateo show is their best opportunity to reach these buyers, many of whom don’t travel to other regional markets.

“We used to come [to Fashion Market Northern California] for only four shows [per year], but now we come up for every market,” said Jerry Wexler, who co-owns the J.Wexler Showroom with his wife, Judy. The Wexlers represent Los Angeles–based young contemporary collection Mystree on the West Coast.

“We always pick up some new people here,” Jerry Wexler said.

Many of the showroom owners and reps showing at Fashion Market Northern California had already shown their lines at other regional markets, including Los Angeles and Seattle or overseas in Paris. Many said they were headed next to market in Atlanta and then to Las Vegas later this month.

David Perlman, owner of the PerlmanRep showroom in Los Angeles, said business at all the markets and shows has been brisk since the beginning of the year. “On Jan. 5, people were making appointments,” he said. “They’re spending the money to come to market.”

Perlman was showing Kersh; its sister line, Press; Mavi; Monoreno by Mur; and the newest collection for the showroom, Darling, in San Mateo, where, he said, retailers were upbeat and writing orders.

Teong Kay was equally enthusiastic about the show.

“We picked up a lot of good accounts here,” said Kay, who co-designs the Los Angeles–based jewelry collection Charlene K. with his wife, Gigi. The collection sells at Madison in Los Angeles and Fred Segal in Santa Monica, Calif. This is the fourth time Charlene K. has shown in San Mateo.

Teong Kay said he picked up six or seven new accounts on the opening day of the show. “Today, we’ll probably pick up another eight,” he said on the second day.