Sold-Out Fashion Market Northern California Includes Room for New Exhibitors
SAN MATEO, CALIF.—Organizers of Fashion Market Northern California kicked off the show’s recent sold-out run at the San Mateo County Event Center with the debut of its newly redesigned website (www.fashionmarketnorcal.com).
The site allows buyers to preview lines, download the show directory and book appointments online. For exhibitors, there’s application and booth-setup information.
The April 15–17 show, which featured upscale apparel and accessories collections, got off to a quiet but productive start.
Many exhibitors said they had more appointments booked on Monday, the second day of the show, but were nonetheless pleased with the first-day business.
“I already opened two new stores,” said Wendy Cardona, a representative for Los Angeles–based contemporary line Charlotte Tarantola, which was showing for the first time at FMNC. “It’s hard to do that on the road.”
In addition to Charlotte Tarantola, Cardona was showing the company’s newest collection, Camellia, which continues the core brand’s emphasis on feminine looks, signature prints and pretty details, such as crystal buttons for an updated contemporary customer. With the fall launch of Camellia, the company is able to focus the Charlotte Tarantola collection for the true contemporary customer. Gone is the familiar pink Charlotte Tarantola label. In its place is a more sophisticated gray label.
“We still want to serve that print customer [with Camellia],” Cardona said. “But a lot of people already own a Charlotte Tarantola print sweater with the pink label.”
This was the second time at the show for Berkeley, Calif.–based Northern Veils, which represents and distributes three Scandinavian jewelry collections: Lotta, Tree by Billgren and Åso.
Also returning this season was Irma Castillo, who was showing the Viva Bags of California collection of Italian leather handbags made in Los Angeles. Castillo shared a booth with a first-time exhibitor, Los Angeles–based designer Ximena Valero, who was showing her collection of contemporary convertible jersey dresses.
Castillo said the Northern California buyers tend to be very loyal to their brands, and many are stores she does not see in Los Angeles. “We have very good accounts up north,” she said.
In all, the show featured more than 200 exhibitors, including 12 new exhibitors spread across 40,000 square feet of space, said Suzanne De Groot, executive director of FMNC.
De Groot said April and October shows typically sell out and there are always new exhibitors at each show.
Business was steady at the Linda French & Co. booth, where Linda French and her team were showing several labels, including Color Me Cotton, Clik, Stop Staring! and Effie’s Heart. “We’ve been slammed,” French said, adding that retailers were responding to her lines because they are “easy care, lots of style and comfort, good price point, and made in U.S.A.”
Larry Roam, who handles Western-regional sales for several hosiery brands—including Ozone Design Inc., B Ella and QT Feet—is also a longtime exhibitor at FMNC.
The sock business has been good—particularly in Northern California—Roam said.
“There’s something about Northern California—the weather, the mentality, whatever. We sell an enormous amount of socks from the Gold Coast to Arcata,” he said.
Roam sells his brands in boutique stores across the West Coast. He said he has also seen an uptick in the sales of men’s styles. “For men it’s the new tie,” he said.
Harpreet Dhillon, a sales representative for Los Angeles–based XCVI, said most of her buyers booked appointments for the second day of the show. Dhillon said she has seen buyers projecting further out and trying new products.
“Our novelty-top business has gone through the roof,” she said. “Stores are trying new things. They’re stepping out of their comfort zone.”
It was back-to-back meetings at the booth for Lori Markman Showroom, which represents the Johnny Was collections, Weston Wear and Toms shoes. The showroom’s newest collection, Ecuadorian hat collection Greenpacka, was also drawing buyer interest.
Owner Lori Markman said she typically finds the turnout at FMNC strong, crediting the vendor mix, the open-booth format and the show’s central location.
“It’s a three-day show, and that has helped us a lot,” she said, adding that although she sees her loyal customer base at FMNC, there’s also new business to be had at the show.
The Lori Markman Showroom is based in San Francisco and caters to boutique stores.
“I sell independent boutiques. I think it’s important to support the bricks-and-mortar stores,” she said.
Markman was upbeat about retail business, as well.
“Women are out there spending money,” she said. “They want to spend it on something elegant. Retail therapy has kicked in.”
