California Apparel News

Results were mixed at the Golden Gate Apparel Association’s Fashion Market Northern California trade show, held Oct. 22–25 at the San Mateo County Event Center, according to vendors. Some reported slow traffic, while others said business was much better than last October’s show.

“I’ve worked all day,” Lynne Andresevic, owner of Crayola Sisters, said. “It’s been steady.”

She estimated she had been seeing 12 to 15 buyers every day at her colorful booth, which sold a range of lines priced wholesale from $18 to more than $250.

One of her most expensive (and most popular) items was a hand-loomed wool sweater made in Norway that retails for more than $500. Andresevic said she had also been selling a lot of novelty skirts and cotton blouses that could double as a coverup or nightshirt. California stores J.Foss, Joya and Mazahar were some of the retailers that had placed orders with her.

Ann Rohr, a multi-line sales rep for the R Group, had a different experience. “This show has been really, really slow,” she said. Despite the slow traffic, Rohr said the buyers she did see were writing orders, and she had opened a couple new accounts.

Although few buyers were roaming the aisles on Monday, there was “more electricity” on Saturday and Sunday, according to Steve Alpert of Alpert Associates, who is vice president of the Fashion Market Northern California board.

Alpert represents many brands—including Big Chill, Vine Street and In City L.A.—and he said Immediate goods were selling better for him than Spring.

“I sold more Fall goods than I expected to,” he said. “Nobody seems to be in a hurry to bring in Spring goods.”

Overall, buyers were more positive, and he was seeing larger, more aggressive orders, as well as earlier-than-usual reorders to replace Fall goods, he said.

Many vendors at the show agreed that buyer appointments were the key to success.

“It’s definitely an appointment-driven show,” said Stephanie Harris, a longtime exhibitor and board member of Fashion Market Northern California who said she had been busy all weekend. “I’ve been three strong all day long,” she said, referring to her three tables for buyer appointments.

Harris represents Habitat, Pure, Neon Buddha and Worn jeans and said she had “a really hot package right now.”

“Everything’s really retailing for me,” she said. Tops were her biggest sellers, along with casual travel sportswear. She attributed her success to the lines, as well as to booking solid appointments for the show and traveling the road throughout the year.

Harris also said her retailers were reporting increases in shoppers at their stores. “I’m hearing really positive things from retailers for the first time in a long time,” she said.

Sonica Sarna—head designer for Raasta, a newly launched, ethically sourced clothing line based in San Mateo—was showing at FMNC for the first time. She said business had been slow, but that is what she expected as a newcomer without appointments.

“I had heard it’s next to impossible to get in stores as a new designer in this economic climate,” she said. “It’s been slow, but in terms of visibility and telling people the story of the line, it’s been great.”

The colorful, hand-woven, natural-dyed garments are crafted by impoverished rural artisans in India who are paid by the company and receive industry training.

Retailers were very positive and responded well to the aesthetic of the line and its mission, but they were not placing orders, Sarna said. “I think they want to make sure that you’re going to still be around.”

Sarna said the clothes were made-to-order and that she was targeting boutiques and specialty stores. Retail pricing ranged from $11 to $40 for the denim beaded necklaces, cotton dresses, striped skirts and tops.

Karen Speirs of Santa Monica, Calif.–based shoe company Blowfish was also showing at FMNC for the first time but said she wouldn’t be doing the show again. “I didn’t see as much traffic as I expected,” she said. “I did the show to pick up new accounts, and I only picked up one.”

Immediates and Holiday items were the big sellers for Ute Wegmann, a FMNC board member and sales rep for several accessories brands, including Laurel Burch, Farida Zaman, Paul Brent and Guy Harvey. Wegmann said this show was “much better than last October” and that she thought business was slowly creeping back up since the recession.

With 210 exhibitors, there were more exhibitors this year than at last fall’s show, Suzanne de Groot, executive director of the show, said.

She also said the four-day show would be switching to a new three-day format starting next year because exhibitors said the four-day format was too long. Other new changes will include a raffle for a free iPad for buyers who spend at least $500 at the January show.

Recent perks include free parking to the first 50 buyers on the last day of the show and a free night at the Marriott San Mateo for new buyers, courtesy of FMNC. This tactic has brought in new buyers from Colorado, Idaho, Montana and Southern California, de Groot said.