By  on June 24, 2009

StyleMax combines its dates with men’s and special occasion shows.

CHICAGO — After successfully launching the concept last year, organizers of Chicago’s August StyleMax will continue to conduct the Midwest’s largest women’s apparel market alongside two other trade shows, the National Prom Market Chicago and Chicago Collective, a men’s apparel market. “With three shows in one, buyers are getting more for their trip dollars,” said Susan McCullough, senior vice president for apparel for Merchandise Mart Properties. McCullough noted that the most crossover occurs between the men’s and women’s markets in the contemporary category, given that more new specialty stores are catering to both male and female clientele. “That is what’s currently happening in retail,” McCullough said, “and it’s a trend that’s going to continue.”

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