For generations, the Chicago Collective’s men’s show has brought together the industry’s elite with must-see exhibitors of the finest brands and more than a few legendary parties. Impressively, the show has a 99 percent retention rate. And with longtime executives at the Chicago Collective Monique Kielar, vice president of apparel marketing, and Danielle Owen, vice president of sales for the Chicago Merchandise Mart at the forefront, this August promises to bring the storied show’s legacy to its full potential.
Kielar and Owen explained that they would be planning everything from start to finish with eyes on keeping the show fresh and relevant as the show continues to grow.
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Notably, the Chicago Collective men’s show is known for seamlessly connecting buyers and sellers on a streamlined, easy-to-navigate show floor with a sense of camaraderie among attendees seen clearly at events throughout the week, both on and off-site.
The show continues to be sold out and demand for booth space is surging. Each show brings in approximately 1,400 of the top specialty stores and department stores from across North America and more than 400 exhibitors, representing more than 800 brands in men’s classic and contemporary apparel, accessories and footwear.
Here, Fairchild Studio sits down with Kielar and Owen to get insights about what goes on behind the scenes at Chicago Collective.
Fairchild Studio: How has the show grown and evolved since your first year?
Monique Kielar: When I first joined the Chicago Collective team 16 years ago, the show was less than half its current size. We owe this remarkable growth to our loyal retailers and exhibitors, many of whom have been with us since the very beginning. In an ever-changing industry landscape, the Chicago Collective has always adapted and evolved, continuously listening to and meeting the evolving needs of our customers.
Danielle Owen: Since I first started, the show has grown significantly in both size and reputation. It used to be only half the size, with most attendees coming from the Midwest. Now, we draw buyers and retailers from all over the U.S. and Canada. The event now fills the entire floor plus an additional 33,000 square feet. Along with its growth, the show has become much more organized and polished. It’s been rewarding to be part of that progress.
Fairchild Studio: What would you say is the key differentiator that makes Chicago Collective stand out?
M.K.: Our marketing and sales teams have always been dedicated, approachable and hands-on. Most of our exhibitors and retailers have direct access to Danielle or me, and we believe no task is too small or too big for our team to handle. Occasionally, you might find Danielle helping move boxes or me assisting with hanging signs — because we’re committed to supporting our clients in any way we can.
D.O.: One of the biggest things that sets Chicago Collective apart is the sense of community. It’s not just a trade show — it feels like a gathering of people who genuinely care about the industry and each other. The atmosphere is welcoming, the layout is easy to navigate and the focus is really on quality over quantity. Buyers know they’re going to see well-curated brands, and exhibitors know they’re going to meet serious retailers. That balance is what makes it special.
Fairchild Studio: What is your favorite thing about the show?
M.K.: My favorite aspect of the show is the behind-the-scenes teams whose hard work makes everything possible. Many people might not realize just how many different teams are involved in ensuring the show opens on time and runs smoothly. From electricians and carpenters to housekeepers, everyone works tirelessly — sometimes overnight — to prepare everything for the show. The Mart has long been recognized for its friendly, dedicated and hardworking crews, and we are proud to have such exceptional teams in place, dedicated to making the show a success.
D.O.: What I love most about the Chicago Collective is the energy that everyone brings. People arrive genuinely excited, which helps create a positive and motivating vibe throughout the event.
Something that might go unnoticed by attendees is how the space itself adds to the experience. The layout of the floor makes it easy to run into others naturally, which often leads to great conversations and new partnerships.
Fairchild Studio: What do you attribute the show’s 99 percent retention rate to?
M.K.: Our 99 percent retention rate is a testament to the loyalty of our buyers and exhibitors. The camaraderie at the show is truly unmatched. Many of our clients have known each other for decades, making the show not only a premier business meeting place but also a vibrant community where friendships are formed. And of course, the happy hours, special events and opening night party contribute to creating a lively atmosphere that everyone looks forward to.
D.O.: The buyers, the brands and the reps are the heart of the show. Everyone comes prepared, is professional and engaged, which creates an environment that people want to come back to. They’re the ones who keep the energy and momentum going year after year.
Fairchild Studio: What is your vision for the show going forward as you step into these joint leadership roles?
M.K.: Our vision moving forward is to sustain the cadence of success while continuously evolving to meet the changing needs of our industry. Supporting our clients and staying relevant will always be our guiding principles, and we look forward to exploring new avenues for collaboration and innovation.
D.O.: My vision is to keep building on what’s already working while looking for smart ways to evolve. The goal is to keep the show fresh and relevant, whether that means introducing new categories, improving the experience for exhibitors and buyers or creating more value for everyone who participates. I want to make sure we preserve what makes the show special — the relationships, the energy and the sense of connection — even as we continue to grow.