LOS ANGELES — Trade show producer IDG World Expo next year plans to launch a biannual fashion trade show spotlighting young designers to coincide with market week here.
This story first appeared in the March 14, 2008 issue of WWD. Subscribe Today.
REVEAL Los Angeles…The Fashion and Design Event, will open at the California Market Center on March 13-15, 2009, with a second show on Oct. 16-18.
REVEAL’s goal is to be a one-stop resource for retailers and young designers who don’t have showrooms. With exhibition space priced around $50 a square foot, the show aims to give designers access to buyers as well as a trade network in 85 other countries, including China, where IDG produces magazines and trade shows.
Although details are incomplete, REVEAL will include a designer marketplace, an area for runway presentations and an evening event at the California Market Center, with a possible consumer event at the L.A. LIVE entertainment and sports venue near Staples Center.
“This is about putting a global spotlight on Los Angeles for media, buyers and designers,” said Mary Dolaher, chief executive officer of the Framingham, Mass.-based company. “We want to reach out to the 60,000 buyers who come to the market and make it more productive for them.”
Dolaher said she’s received feedback from buyers who are also interested in exploring the city’s shopping districts and fashion events outside of downtown.
“A lot of people get hung up on Hollywood, but there’s the business-to-business part we need to focus on,” she said. “We eventually want to reach out to buyers in other countries and say, ‘Come to L.A., this is where it all starts.'”