Project Womens Fo­cuses on Im­me­di­ates

WWD Digital Daily - - News - BY LISA LOCK­WOOD

Lots of color, stripes and prints were ev­i­dent through­out the spring and sum­mer col­lec­tions.

“It’s In­ter­mezzo, but with a new name, same brands and same buy­ers,” said Danielle Li­cata, pres­i­dent, East Coast Womens at In­forma, which ac­quired UBM Fash­ion. She was talk­ing about Project Womens, the newly named trade show at the Ja­cobs K. Jav­its Con­ven­tion Cen­ter in New York.

The three-day show, which closed Tues­day, fea­tured im­me­di­ates and sum­mer mer­chan­dise, spot­light­ing 150 ven­dors, many of which pre­vi­ously showed at the afore­men­tioned In­ter­mezzo, which no longer ex­ists. Sum­mery prints, col­ors and stripes were ev­i­dent through­out the spring and sum­mer col­lec­tions.

Li­cata said they were pleased with the pace of busi­ness so far.

“At­ten­dance was up 10 per­cent through Mon­day,” said Li­cata, re­fer­ring to all the shows tak­ing place at the Ja­cob Jav­its Cen­ter un­der the UBM Fash­ion um­brella, which in­cludes Project Womens, Ac­ces­sories The Show, Ac­ces­sories

Cir­cuit, Fame, Moda and Chil­dren’s Club. Among the new neigh­bor­hoods at Project Womens were Can­vas, fea­tur­ing gift, home and life­style such as apothe­cary, beauty, sta­tionery and tech ac­ces­sories, and Oa­sis, which has emerg­ing de­sign­ers in ap­parel and ac­ces­sories.

Li­cata said the rea­son for the trade show’s name change from In­ter­mezzo to Project Womens was that there were too many brand names, “and we thought Project would res­onate with the New York mar­ket.” The next Project Womens is in Au­gust. (The first was last July.)

Marie Fis­cher, owner of Nalu Dry Goods in Bay Shore, N.Y., was seek­ing beachy items and cover-ups at Project for her surf shop. She said she was buy­ing things at Free Peo­ple, where she saw some new sil­hou­ettes and looks that are throw­backs to all decades. She was in­ter­ested in some of their gauzy and eco-friendly styles. She was look­ing to bring in prints and stripes and liked what she saw at Salt­wa­ter Luxe, which she de­scribed as a throw­back to Bil­l­abong but more el­e­vated. With her store be­ing in Bay Shore, she said she’s able to cater to the cus­tomer who’s about to take the ferry to Fire Is­land. “If they missed a ferry or for­get some­thing, they’ll shop,” she said.

Chuck Mal­lett, pres­i­dent of Gus Mayer, which has two stores in Nashville and Birm­ing­ham, Ala., said, “For us, it’s all about dif­fer­en­ti­a­tion. It’s more and more chal­leng­ing to do that.” He said he was wide open for im­me­di­ates and was shop­ping for sports­wear, which at his store is very de­signer driven, along with bridge sports­wear and con­tem­po­rary. He be­lieves that there are too many trade shows and they need to be stream­lined. “It’s makes it too dif­fi­cult for a re­tailer. There are too many and they’re over­lap­ping. There’s some op­por­tu­nity there,” he said.

Rusty Lester, pres­i­dent of Frances Kahn, the Rich­mond, Va.-based women’s cloth­ing re­tailer, said, “There’s more fall than I thought there would be.” He said he was at the show look­ing for fill-ins, es­pe­cially for ac­ces­sories, and was see­ing a lot of color in ap­parel, although his store tends to be more neu­tral. “We’re con­stantly look­ing for new brands in high qual­ity,” he said.

“It’s a great re­fresher,” he said, not­ing that it’s im­por­tant to stay in touch with what’s go­ing on. He said Christ­mas re­sults were pretty good, but the stock mar­ket crash hurt busi­ness. He said he caters to a lot of men who come into buy the women in their lives gifts. “When they come in, they get spooked a lit­tle bit.”

Lester said the stores do well with brands such as Lafayette 148, Rag & Bone, Herno, D. Ex­te­rior, Iris, as well as lot of Ital­ian brands. Frances Kahn also does a very big out­er­wear busi­ness.

Ex­hibitor Julie Marder, founder of Sun­days NYC, said she opened up 12 new ac­counts at the show on Sun­day. She pre­ferred Project Women’s to In­ter­mezzo. “I think it’s bet­ter. My lo­ca­tion hap­pens to be prime,” Marder said. She was sell­ing sum­mer mer­chan­dise, and do­ing well with rain­bow ath-leisure looks, gauze items, printed, fem­i­nine skirts and city track suits. She said she brought a lit­tle bit of im­me­di­ates to the show, but was launch­ing her sum­mer line here. “Any­thing with a touch of fem­i­nine ruf­fles is sell­ing,” she said. She said buy­ers were look­ing for things that stand out. “It’s a short win­dow to buy this prod­uct. We want to make a state­ment.”

She said she’s main­tain­ing prices on her col­lec­tion. “It [our col­lec­tion] is geared to shop lo­cal and spe­cialty stores. We really have to be con­sis­tent and part­ner with them,” she said.

Daniele Chemla, owner of Av­enue Mon­taigne, the pants re­source, said she was hav­ing a good show. “Yes­ter­day was great and we had a lot of traf­fic. I was nicely sur­prised.” She said the com­pany’s prints were really do­ing well, as well as plaids. “Soft denim, seer­sucker and stripes were do­ing well,” Chemla said.

For spring, pants whole­sale from $85 to $135, with the av­er­age be­ing $100 to $115.

As for sil­hou­ette, Arzo An­war, na­tional sales man­ager, added, “It’s all about crop wide leg or crop flare.”

Misa Los An­ge­les was hav­ing a busy show, es­pe­cially with im­me­di­ates. The com­pany, which sells a lot of printed, fem­i­nine dresses, in­tro­duced some new cat­e­gories for sum­mer, such as tops and pants.

Trina Turk, who was show­ing at

Project Women’s in New York for the first time and nor­mally shows at Co­terie, was do­ing well with sum­mery, spe­cial oc­ca­sion dresses for wed­dings, in­clud­ing ruf­fled and printed dresses. They were also sell­ing a lot of nov­elty shorts and jump­suits. Rosa Bell­wood, se­nior ac­count ex­ec­u­tive at Trina Turk, said traf­fic was steady on Sun­day and they had a lot of walk-ins and opened new ac­counts.

“Trina Turk is known for bright col­ors and prints and peo­ple come to us for spring and sum­mer. That’s what we’re def­i­nitely known for,” she said about the Los An­ge­les-based re­source.

Peace of Cloth, which is known as a pants re­source, in­tro­duced knitwear at stores last July. The com­pany’s knits whole­sale from $48 to $105, and the T-shirts range from $24 to $57. “We’re get­ting a good re­ac­tion. We’re sell­ing to bet­ter spe­cialty stores and we do some pri­vate la­bel,” said Jaime Nort­man, di­rec­tor of sales. She said she liked the lay­out of Project Womens. “It’s a nice show. The lay­out is all uni­form. It’s more fo­cused and it’s clearer and eas­ier for the man­u­fac­turer and the re­tailer,” she said.

John Eshaya, owner of Jet by John Eshaya, said he didn’t have a read on the show yet. For sum­mer, he was sell­ing cute, easy sim­ple shapes, and sold a lot of loop terry and shorts, as well as match­ing tops and bot­toms. “We sold tons of tiedye,” he said, as well as crop fuller shapes on top and loose and baggy bot­toms. He was sell­ing crop denim and crop jeans, and “any­thing with a sport tape on the side was still sell­ing.” He said ath­letic and sweat out­fits were still sell­ing. “Noth­ing new has evolved yet, peo­ple are still stay­ing su­per safe,” he said. When told that re­tail­ers keep say­ing they’re look­ing for new­ness, he said, “We show them new, and they buy the same stuff.”

Eshaya said he pre­ferred the In­ter­mezzo name, and felt the show looked and felt ex­actly the same to him. “To do some­thing dif­fer­ent, you have to change the whole story,” he said.

Looks from Roller Rab­bit.

Daniele Chemla of Av­enue Mon­taigne.

Newspapers in English

Newspapers from USA

© PressReader. All rights reserved.