Could the troubled economy be working in Chicago’s favor?
When it comes to Stylemax, the Midwest’s largest women’s apparel market, the answer, in some ways, is “yes.”
Attendance at the Chicago trade show continues to climb and the market continues to attract desirable resources with the upcoming edition, running from Saturday through Tuesday. This go-round boasts its largest contemporary section to date, with notable new lines including Citizens of Humanity, Milly and Seven For All Mankind.
“I think stores are buying closer to season and closer to home,” said Susan McCullough, senior vice president of apparel for Merchandise Mart Properties Inc.
Related Articles
Compared with trade shows in New York, “We’re an affordable alternative,” she reasoned. “We’ve had an increase in attendance every show this year. We’re doing something right.”
You May Also Like
Although McCullough will not release specific Stylemax attendance figures, the growth in buyers helps attract vendors who are also dealing with the difficult economy. With stores generally buying less, many lines must pick up new accounts to hit sales goals. Besides the above-mentioned new lines, L.A.M.B., James Jeans, T-Bags, Tibi and Trina Turk, among others, make their Stylemax debuts this month.
In all, more than 4,000 resources will span more than 100,000 square feet at Stylemax, held on the seventh floor of The Merchandise Mart.
Amid these bright spots, McCullough is not kidding herself about the general state of affairs.
“Business is tough,” she said. “It’s looking up a little, but most analysts are still predicting a down holiday.”
At this market, however, the focus is on spring merchandise. And McCullough projects accessories will be a strong category. “I think accessories are on a roll,” she said. “It’s an easy buy for anyone who [may be] timid.”
Jewelry, in particular, is expected to be of interest to buyers. Jewelry lines new to the market include Seasonal Whispers, Gorjana, Karma Kreations and Yochi Design.
Overall, McCullough predicts stores will continue to be careful about their spring buy, waiting to let loose after they encounter an encouraging season.
Local retailers may have received a boost this fall from the unseasonably lower temperatures this month. “The cold weather triggers people to buy and I think there’s pent-up demand,” McCullough said.
But shoppers expecting the vast sales of last fall may be disappointed. McCullough noted more local boutiques are committed to not discounting clothing, an easier decision because they bought less merchandise this year than last year. “It’s kind of retraining for the consumer,” McCullough said.
Buyers who travel to Chicago for Stylemax may encounter an added bonus, in that the city’s fashion week, Fashion Focus, occurs on coinciding dates. Fashion Focus, which features three headlining runway shows, shopping events, trunk shows and fashion presentations from individual local designers, runs today through Sunday. (See sidebar for details.)