L.A. Reps Take Caravan Concept On the Road

Tough economic times call for aggressive and divergent action, a fact of business that prompted Sue Gershon of Lifestyle Clothiers in the California Market Center (CMC) to round up a small group of California apparel reps for a caravan show November 18–19 at the Hotel Waterfont Ivy in Scottsdale, Ariz.

And plans are in the works to extend the caravan concept to other cities as well.

According to Gershon, 17 reps took their shows on the road to exhibit Spring 2003 fashions to buyers in that area who rarely come to Los Angeles markets. And those retailers who do shop the Los Angeles market don’t spend enough time in town, she added.

“Some of the stores came to the California market, but were only here for a day or so,” said Gershon. “This worked out nicely because they had more time. They liked that we came there because they are trying to lighten up on traveling.”

Emilina Bland, of Salt n Pepper Sales in the CMC, saw value in the fact that the reps were able to access the local market without great effort.

“The show was great for access to the local market, and we didn’t have to go from store to store,” said Bland. “In two days, I worked 18 stores and got paper from half of them. I could not have covered that kind of ground on my own.”

Bland, who reps Only In USA, Sandia Stockman and XIAO—all updated missy lines—expressed an interest in extending the tour to Central California, saying that traveling as a caravan is “worth the effort.”

Gershon reported that the buyers “came out in droves” from Scottsdale and surrounding areas.

Dillard’s entire dress department came out—the better dress, contemporary sportswear and missy divisions,” she said. “We also hit stores as far as Tucson, which is two hours away.”

Tucson stores included Clique and Cowboy Sweetheart.

Other stores from Scottsdale with buyer participation included Herndon House, Signature, Purple Lizard and Casual Touch.

Reps such as Fred Postal, of Fred Postal Associates in the CMC, reported satisfaction with results of buyer turnout.

“I was quite pleased with the buyer turnout,” said Postal. “The interesting part is that it drew a good cross-section of stores from moderate to better in the Arizona area. Not everyone left paper, but the people who were new to us were scouting new products.”

One such buyer was Karen Hall, owner of Herndon House, who said that many buyers in her area bypass the California markets in favor of MAGIC International’s shows in Las Vegas, but may change that pattern based on results at the caravan show.

“We don’t do the California markets and we haven’t in the past, but it’s something we might start doing since it was so nice to have those exhibitors come to [our area],” she said. “Some of the people I was familiar with from MAGIC and the WWIN [Women’s Wear in Nevada show].”

Hall, who has locations in Scottsdale and neighboring Phoenix, was looking for “special” Spring fashions with a January or February delivery.

Gershon said that buyers such as Hall may have come to the show interested in specific buyers, but the reps were encouraging them to see as many other exhibitors as possible— part of the rules established by the collective.

“The rules of the game were that each person had to work as a group and turn over their store contacts to the group,” she said. “All of us called our customers, we networked, and it was a good turnout. We called and faxed cooperatively.”

The Hotel Waterfront Ivy was formerly a condo facility, according to Gershon, who said that it’s setup lent to the ease of shopping at the show.

“It was a great setup because the rooms were one- bedroom suites with huge front windows,” said Gershon. “They allowed us to put mannequins in those windows, so people could shop just like a store.”

Several New Mart resources were also part of the Scotsdale trip, including Nicole Miller, American Group and Votre Nom. And Gershon said many reps who did not participate in the first one have been expressing interest in future shows.

“I think everyone would love to participate in other shows,” she said. “We just need to figure out how to do it in between market and other shows, but everyone has been receptive on all ends. Maybe Palm Springs or Seattle will be the next stop.”

The caravan show has not been formalized in terms of dates and places and has yet to be named.

The next stop on the tour will be based on what the buyers express the strongest interest in, according to Gershon, “

We asked the stores to let us know what they need,” she said. “It was a different approach and it paid off.”

One aspect that Gershon said will remain constant is the price. Resources will only pay for the charge of the room and airfare. —Darryl James