To appeal to women’s buyers and exhibitors in a show dominated by men’s wear, Project Global Trade Show is revamping its women’s section.
With about 400 brands that will occupy roughly 25 percent of the show floor, the women’s section will feature, for the first time, a separate entrance. Nestled inside the women’s area will be a cafe; a beauty lounge sponsored by Youngblood Cosmetics; a pop-up shop run by Molla Space, Farameh Media and Happy Socks, and a lounge hosted by the Brazilian consulate. Women’s designers can also access a photo studio to shoot mini look books with complimentary models and makeup. Last season’s foray into holding fashion shows at Project won’t be repeated.
On the other hand, Project continued its collaboration with fashion bloggers and doubled the size of its accessories area with new jewelry exhibitors such as Ethereal by Sarah Richey and Sangre de mi Sangre.
Project is adapting various strategies to make its show work for women’s brands.