MIAMI BEACH — Trafik’s second show here had a distinctly mellow tone.
The three-day event, which originated in Atlanta last year, drew about 300 vendors and 1,000 people from the retail, media and music industries to the Miami Beach Convention Center. The decor and amenities had a distinct Miami mood, from the Mod lounge, palm trees and wheatgrass planters surrounding the booths to the all-night parties at South Beach’s trendiest venues, such as Snatch and the Setai hotel’s courtyard pool. The show ended Aug. 3.
“Miami Beach’s casual vibe translates to the show,” said Trafik director James Costa, adding the event may move to an edgier, more exclusive location here in January. “People also appreciate its convenience since everything’s within 20 blocks. We want the space always to reflect the forwardness of the lines.”
Costa plans to keep vendors exclusive by limiting exhibitors and staying true to Trafik’s initial direction of premium denim mixed with contemporary sportswear collections like French Connection, Ted Baker and Moods of Norway.
“We don’t want to grow too big or retailers won’t want to shop,” Costa said. “We’re satisfied with our current margins.”
Frankie Caruso, owner of Caruso Caruso, a men’s and women’s boutique in Birmingham, Mich., said he was attracted by South Beach, the easy pace and focused, well-represented categories.
To coordinate with jeans, Caruso wrote orders for more moderate-price women’s tops such as Plain Jane’s cotton polo shirts with female silhouette logos.
“I think Trafik could grow a bit more without losing its mellow feel,” he said.
Eric Fitzgerald, director of women’s wear for Ted Baker London, said he would prefer a greater presence of sophisticated sportswear. Retailers bought a strapless cotton dress in cobalt blue or pearl with a tie waist, pleats and cutwork for $117 and Bermuda shorts in white or navy with polkadot silk chiffon belts for $77.
“Everyone wrote spring 2007, which is typical for South Florida’s climate,” he said.
Saying women’s wear performed better this round than at his first Trafik, Fitzgerald opened five new accounts, including a store in Mexico City.
“South Florida has always been a viable market and the show reaches the right buyers,” he said.
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Lisa Rodrigues, a department store sales representative for Select Showroom, had better luck with immediates and holiday orders. Bestsellers were Salvage’s cropped jacket in a thermal knit with vintage printing, patches and antiqued metal stars for $65, and A-line tank tops with lace piecing, patches and antiqued metal studs for $46. Buyers also wrote Joystick’s cropped, zipper jumpsuit in gray or tan cotton fleece for $146.
“They focused on looks to merchandise with leggings and skinny jeans, and colors like gray, muted green and brown,” Rodrigues said.
At Jet Lag, a Dallas men’s and women’s clothing company, chief executive officer Gianpiero DiBitonto said buyers avoided tapered legs for holiday delivery, opting instead for straight legs in Italian denim with shine, dark washes and novelty contrast stitching in red or silver, for $89 wholesale.
Lisa Fink, Southeast representative for 1921, a denim line in Winnipeg, Manitoba, and C&C California, a contemporary collection of cotton jersey basics and novelty items in Los Angeles, estimated that 20 percent of orders were from out of state. Fink opened four new accounts such as Biton in Key West, Fla.
Strong looks were black denim, which 1921 introduced for holiday, and C&C’s Empire and drop-waist dresses in coral, teal or charcoal for $37 to $42, and tank tops in novelty prints like cherries, peace signs and stars for $18 to $20.
Courtney Biton, vice president of Biton, and Evan & Elle stores in Key West, ordered at least 70 percent of the show’s lines, citing Z-Brand, Joystick and Triple Five Soul as important vendors. She also liked Plain Jane’s polo shirts, and denim with straight legs and distressed looks.
“I’m shopping for your average American mother,” she said.
Biton said Trafik’s proximity to Key West and its organized setup are appealing. However, she was disappointed she never found advertised vendors Joe’s Jeans, Antique Denim and Genetic Denim.
Trafik has discontinued its Atlanta shows, and the next event here will be in January.