By  on March 16, 1994

NEW YORK -- More exhibitors and more floor space -- and a conflict with the designer collection showings in New York -- mark the second edition of the International Jeanswear show to be held April 8-10 at the Miami Beach Convention Center.

While the conflict with the New York fashion shows, which run April 6-13, might thin out the ranks of press and some buyers, vendors nevertheless are expecting a productive show, based on the strength of the first event last fall.

"We're very excited about it," said Rick Crane, owner of Liaison, a Los Angeles-based importing and distributing company. Crane said he is returning to the show with Big Star and that he was happy with the business he booked last September at the first edition.

"The customer at this show is very focused, very concentrated," said Crane. "We go for the exposure, but we also have lots of appointments to do business."

Crane expressed the prevalent belief among vendors that the show date conflict would not affect his business.

"The people who buy the denim aren't usually the same people who go to [the collections]," he said.

However, at Macy's East, Benny Lin, fashion director, said that while buyers from the store would be going to the show, he would not be able to attend because of the conflict with the New York collections.

"I'd like to go, and I've expressed my concern to them," said Lin. He said he regretted not seeing all the lines in one place because "the whole atmosphere is so focused on trends and new silhouettes."

But, Lin noted, this scheduling conflict is a unique situation resulting from the New York collections being rescheduled around religious holidays.

Nevertheless, the jeans show is stretching out this time around. Marshall Lester, chief executive of the U.S. apparel division of Blenheim USA, which produces the show, said at the last edition of Jeanswear that he hoped to double the show's floor space to 120,000 square feet. While this edition is moving up to two halls from one, Lester said this week he could not yet give the exact floor space.The show, he said, currently has 275 exhibitors, up from the 200 at the first show. That increase comes in part from some new categories in the show.

"There's much more streetwear," Lester said. "Jeanswear is still the core of the show, but there's more women's and more footwear companies."

Among the planned events are daily runway shows in the Convention Center as well as a packed evening schedule of cocktail parties and music events in Miami's trendy South Beach neighborhood.

Big Star will be part of a new exhibitor group showing under the banner of Jeanswear from France. which is sponsored in part by Promas Export, an arm here of the French Menswear Federation.

"There's also women's wear, so we have temporarily renamed ourselves for this occasion," said Brendusa Nero, U.S. marketing director for the group. "Right now we have 15 brands in total, with another likely to sign on. Some are already well known in the States -- like Big Star -- and others, like Chipie, are huge in France, but haven't done anything here yet."

Nero said that the group, which will exhibit in one area, will include some sportswear and footwear manufacturers.

Among other vendors, sales representative Barbara Kramer said: "I think the traffic will be double the first show."

Kramer is taking seven lines to the show, including Gaultier Jeans and a new Italian denim and sportswear line called Milk & Roses.

"I'm definitely looking for business. The first one didn't have enough support to make a really exciting show, but you could sense something was happening," she said. "I think the majors will be there. I was concerned about the dates being late, but most of my accounts haven't written fall yet, so it's working out to be really positive."

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