Fashion For Profit

MAGIC & now off to Paris

The MAGIC trade show in Vegas was exhausting but to be expected.  I organized the six seminars that the FBI presented in the three day period. Plus, we were asked by Magic to host an information booth in the south hall to help answer all the many start-up queries.  This demanded all my time and the evenings were spent with meetings to catch up with people we mostly see only twice a year at this show.

All the seminars seemed to have been very successful, in that each was presented to a packed room full of people eager to learn.  The panels I assembled were very impressive and had the expertise to impart some information and learning that would be helpful to anyone, either retailer or manufacturer attending. Our last seminar on Branding had more people wanting to attend than the room had space for and so 60 plus were turned away at the door.

MAGIC is held twice per year and grows bigger each time. Just when you think it would be impossible to add any more manufactures then a new show begins in another hotel.

So, I now have to pack and prepare to catch another plane this Tuesday to

France

from LAX. I have been invited by the Embassy of France in the

United States

to be part of a study tour of French Design, Luxury Industries and Intellectual Property. This trip has an itinerary that is very exciting, most interesting and exhausting, with very little free time. Plus, as we will be visiting some of the top fashion houses in

Paris

it adds the extra stress of what the hell to wear. Dress attire category has been noted in the itinerary but even so!!! The last time I was in

Paris

was 35 years ago and I slept in the car!!

Well, I will report about this trip upon my return on the 26th Feb. Must stop to shorten yet another pair of pants!! Oh to have long legs!!!

Choosing the Right Trade Show

I am often asked which trade show would be the right show to begin to sell a new line. Well, there is no right answer to this question as it will depend on which is the right fit for your product. First you must spend time on doing the market research to visit some of the many trade shows around the country to see which would be right for you. This first step should be part of your market research, brand development and marketing plan.

Getting into trade shows as a visitor can be sometimes a problem and costly. It is advisable to call first before the show and say you are investigate which trade show is the right fit for your product. They will often allow you in to see if it is what you expect and in which area you would like a booth.

Once you have identified the right fit for your product you will be amazed at the education will get from your first trade show.

• Merchandising a line to sell
• Show a line to buyers
• Write orders
• Understand what sells and what buyer want to see in a line
• Changes that need to made for the next line
• Grow a third layer of skin to any criticism to your new line, or lack of any criticism, which can be worse

These shows are enormous and I am always amazed at how many clothing manufacturers there are. Next week there are trade shows all over Vegas, from Magic at the convention Center and Hilton Hotel to the Pool show that has been moved to a tent next to Magic, Project, the Winn show, ASAP show. There are more shows but can’t list them or remember them all.

Last week I presented a seminar at the ASR show in

San Diego

and next week I will be at Magic in Vegas presenting six seminars under my Fashion Business Inc., banner. (Visit our website for a complete list of our free seminars: www.Fashionbizinc.org). We will also be part of the information booth in the sourcing zone in the south hall. We will have industry experts on hand to help with any questions you may have. Hope to see you there!