DALLAS — After a difficult fourth quarter, buyers cut budgets, scrutinized prices and concentrated on their most dependable resources to minimize risk during the four-day market at FashionCenterDallas.
Bright prints and trendy tops and dresses highlighted the show that ended Jan. 25, as a majority of buyers sought April and May deliveries of summer items. Leading silhouettes included one-shoulder and strapless styles, halters, tunics, patio dresses and short shorts. Ethnic motifs also sparked interest, including Navajo beading, Indonesian prints and tribal embroidery.
Reacting to the downturn, many manufacturers lowered prices 15 to 25 percent and offered incentives, such as discounts on orders placed during the market, free shipping and longer dating on invoices.
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“Flat is the new up,” said contemporary sales representative Krista Ward, who was surprised that orders at her Moxie showroom tallied a bit higher than last January’s market. “Price was the theme of market. They’re all looking for margin builders and entry-level prices because that’s what they think their customers want.”
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Heather McNeill, co-owner of Dallas-based Finley shirts and dresses, said, “We lowered our entry-level price to $69 from $79 and that helps because $140 retail is a lot better than $160.”
Cindy Morris, chief operating officer of the Dallas Market Center, which operates the wholesale complex, said, “The recent apparel and accessories market met our expectations. Overall attendance was slightly down, however we were pleased to see increases from the Northeast and Western U.S.”
The market had some overlap with the Atlanta market that ran Jan. 22-25, but that didn’t seem to have much impact.
“We work together with other markets to meet the scheduling needs of manufacturers and retailers,” Morris said. “Recently both Dallas and Atlanta published dates through 2012” without any calendar conflicts.
Debbie Kellum, owner of Ashlins Ltd. in Grapevine, Tex., said, “My shop is high end, but I’m really trying to keep my price points down. I’m also trying to pop color with a top rather than a whole outfit. Komarov has unique skirts that you can wear with a T-shirt, but it still gives you the quality and style.”
Kellum, who whittled down her budget down 10 percent to 15 percent, planned to order a fitted shirt with rose embroidery and sequin detail by Beauty Mark by Byron Lars, an ivory and silver metallic bias-cut seamed skirt by Komarov, and an apple green cable-knit zip vest by Linea Blu.
Jenifer Lyons, owner of Dolce Vita in Fort Worth, said she had waited to place her entire spring order this month and was emphasizing prints, dresses and retail prices less than $100.
“I liked dresses and tunics from Notice and Curtsy, and Yoana Baraschi had great dresses and tunics with ivory embroidery,” she said. “It’s not inexpensive, but her stuff is so different that people pay for it.”
Buyers Meg Williams and Michelle Ronzio were reviewing junior styles for Splash, a surf-inspired contemporary chain with three stores in St. Louis.
“We’re cutting back,” Williams said. “We’re being more conscious of [asking] do we need that and is it going to sell?”
The pair selected Free People’s strapless knit tie-dye dress, Scrapbook’s eyelet dress with a tiered knit skirt in ivory, mustard and gray, and a long T-shirt with cuffed sleeves by LA Made.
“The fourth quarter was horrendous,” said Marla Ross, owner of Adelante in San Antonio. “Everyone [in the market] is playing it safe, and I want to see something fresh and new. I loved Notice’s mixed-print cotton racerback dresses, tunics and maxi styles.”
But there was a bright spot. Ross’s own product, Chickies cleavage covers to wear with low-cut necklines, sold 900 units in nine months at Adelante, and she was exhibiting them at market in a bid to grow her wholesale business.
Molly Thayer, owner of Lou Lou shoe and fashion boutique in Dallas, shopped for accessories, tops and dresses to sell for $100 or less.
“In hard times I want to give them something fun and inexpensive to brighten their day,” she said.
Thayer thought she would do well with turquoise-studded leather cuffs from Nakamol, noting turquoise is a perennial spring bestseller. She also ordered Paige’s colorful mock crocodile and polkadot-print frame wallets for $5, which she planned to use as a gift-with-purchase to spur sales.
Callie Saitowitz, owner of two BB1 Classic stores in Houston, said her business was still recovering from Hurricane Ike’s catastrophic impact on the region last fall. She upgraded her transactional Web site to boost activity and is hosting more in-store events, such as art shows.
Saitowitz was focused on fall merchandise.
“Luisa Cerano is phenomenal — they had a to-die-for chocolate fur cropped vest, and Marc Aurel had cool purple plaid fitted jackets,” said Saitowitz, who paired the jacket with Aurel’s leather-trimmed jeans.
“I’m buying tight and close to season, and as things check I reorder,” said Lisa Miller, buyer for Polly Adams in the border city of Laredo, Tex., as she selected a fireworks-print Finley shirt. “This month we’re doing a lot of special occasion business for Laredo’s big Washington’s Birthday celebration next month. We have balls, a parade, a carnival and a jalapeño festival.”