TRADE SHOW
Men’s Showrooms to Bow at New Trade Event
Men’s fashion, showrooms, Ping-Pong. It all will be part of the debut Los Angeles Men’s Market Initiative.
A group of Los Angeles–based men’s fashion showrooms have partnered to put together a new, independent trade event. The Los Angeles Men’s Market Initiative will be held in various showrooms around downtown Los Angeles’ fashion district. Its debut run is scheduled for Oct. 14–15, during Los Angeles Fashion Market.
Showrooms The Park, The Ntwrk Agency, Flagship and The Foundation, headquartered in New York with a Los Angeles office, have pooled resources to produce parties, marketing materials and, in some cases, transportation for buyers to the event, said Willard Ford, partner for Flagship.
One of the main goals for the event is to invite buyers to order goods at showrooms in a business environment. Showroom salespeople increasingly travel to boutiques to sell clients’ goods and meet retailers at trade shows, Ford said.
“We expect 200 buyers to come through, and we’re expecting more at-once buyers,” he said. “We’re hoping to establish a culture where people take advantage of showrooms.”
Eric Martin, owner of The Park showroom, said that Los Angeles Men’s Market Initiative will offer buyers an environment where they can do business without being rushed. “If you’re going to a trade show, you’re going to be rushed,” Martin said. “It’s easier to come to Los Angeles and take your time to write your lines.” He also said a buying trip to Los Angeles is less expensive than a buying trip to New York. “It’s moderately priced, and you can get everything done here at your own pace.”
The first night’s festivities are scheduled to feature a Ping-Pong tournament, drinks and music at The Standard hotel in downtown Los Angeles. A party at the fashion-district watering hole Pattern Bar is scheduled for another night, and the last night will feature a reception at Flagship’s Kim Sing Theatre, which is a renovated kung-fu cinema.
Brian Heslop, West Coast sales manager of The Foundation, said the new trade event will expand the LA Fashion Market. “For the most part, LA Fashion Market is predominantly geared toward women’s fashions, so the intent of the LA Men’s Market Initiative is to begin drawing in more clients for the men’s category,” he said.
Kellen Roland, president of The Ntwrk Agency, said he hopes the LA Men’s Market Initiative will be scheduled to coincide with every LA Fashion Market. “Having everyone act individually was not getting great results,” he said. “Getting everyone to act together will produce the best results of getting the best buyers, locally and nationally, to LA Men’s Market.”
