CHICAGO — StyleMax saw a strong turnout at the latest edition of the apparel and accessories trade show.
The show ended its four-day run last Tuesday at the Merchandise Mart.
“Attendance was excellent — a double-digit increase over last year,” said Susan Glick, vice president of women’s apparel at the Merchandise Mart. “With over 1,000 existing brands, we were pleased to include over 50 new vendors.”
The Exclusive in Chicago component doubled the number of brands at the show, including newcomers such as Kendra Scott and Byron Lars. New contemporary brands included Paige Denim, N:Philanthropy and Drew. Buyers traveled from all over the Midwest, including increased attendees from Minnesota and Missouri as well as California, New York and Canada.
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Michelle Galvin, owner of retail boutique Velvet Coat, which has locations in Iowa City and Des Moines, said her goal was two-fold. “I go to New York for Coterie and I’ve done my fall buy so when I go to Chicago it’s a combination of filling in the holes for fall and immediate spring and summer,” Galvin said. “I’m more focused. In New York, I may just take notes. Here, I have the opportunity to write my orders.”
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Galvin said she wrote about 25 to 30 orders from brands such as Bella Dahl, Lilla P. and Velvet. For fall, she liked sophisticated boho looks with fringe accents, tassel embellishments and embroidery. For summer, she noted wide-leg denim jeans, in both cuffed and regular, would resonate well with her customers.
On the show floor, vendors were upbeat about the turnout.
“Business was good. Overall we did really well. We booked a lot of fall sweaters and some immediate summer,” said Ally Crawford, account manager for the Miami-based contemporary label Elan, adding that buyers were gravitating toward fringe-detailed and cold-shoulder sweaters for fall and denim chambray and modal stripe dresses for summer.
The April show also marked the completion of the show’s renovations and included new carpeting, a more spacious layout and modern lighting.
French Connection account executive Samantha Failla commended the upgrades. “It’s good because the new layout forced the buyers to walk the show. Before, the buyers knew where all the booths were,” she said. “We’re seeing new people and new faces. There’s also more traffic.”