CHICAGO — Attendance reached record levels at Chicago’s first-ever August edition of StyleMax, which replaced a traditional showroom-based market and ended its four-day run Aug. 16 at the Merchandise Mart.
“This show has been fabulous for us,” said Susan McCullough, vice president of apparel for Merchandise Mart Properties Inc. “We registered more buyers on Saturday, the first day, than we did the entire market last year.”
Vendors noticed the difference. Frank Borsas, sales director for Citrine, reported nonstop business on Sunday, Aug. 14, and opened seven new accounts. Top sellers were beaded, sequined or embellished camisoles, halters, brocade jackets and pants.
“For an August StyleMax, I had no expectations, but business has been great,” Borsas said, applauding the decision to switch the market from the showroom-based Apparel Center to the 100,000-square-foot seventh floor of the Merchandise Mart.
Retailer Laura Ullery, owner of Laura’s in Kokomo, Ind., also liked the new market setup, ordering some immediate fall goods, as well as spring merchandise, including long peasant skirts with sequins and beading, embellished denim, terry hoodies and tank tops with sequins from Haven Bleu, along with some gauchos from Staples and madras Bermuda shorts.
“I haven’t seen any of those around,” she said of the madras shorts. “It should be a cute look.”
Bernice Burg, who runs a showroom on the Apparel Center’s 13th floor featuring lines such as One Girl Who, Drama and Fibers, also did brisk business, doubling last year’s sales, while staying in her showroom.
“I’m a staunch supporter of StyleMax as long as I don’t have to go,” she said. “I never do StyleMax. I like to do business in my showroom. It’s a nicer ambience and we serve food to our customers. I don’t feel I have to trek across the bridge [to the Merchandise Mart].”
In addition to moving the market’s location from the Apparel Center to the Merchandise Mart, organizers also attempted to generate interest and excitement in the new August StyleMax by hosting two versions of one of the city’s top local fashion shows, the sixth annual “Chicago is … Red Hot” runway show and dinner, and adding exhibit space for a new designer incubator.
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“Chicago Is … Red Hot” featured the work of 46 Chicago area women’s, men’s and children’s apparel and accessories designers, blending a mix of veterans such as Lauren Lein and Caroline Rose with emerging lines such as Doris Ruth, Double Stitch and Evil Kitty.
Organizers hoped that integrating the fashion show into the market and offering exhibit space to some of Chicago’s young designers would increase their business exposure and provide buyers with fresh merchandise.
Retailers could peruse the work of 19 of the city’s newest designers who participated in the fashion show at the designer incubator section of StyleMax. Although traffic was slow the first two days of market, some incubator participants said business increased Monday following the Sunday evening fashion show.
Vika Brown, who designs Eclectica by Vika, said she picked up one new order for hand-knitted jackets and enjoyed meeting new retailers and other local designers.
“Overall, it was a very good,” Brown said. “I have no complaints.”