NEW YORK — Organizers for The Train and The Box trade shows hope to bring another facet to the trade show circuit in New York.
This story first appeared in the September 15, 2009 issue of WWD. Subscribe Today.
The two shows, from Sept. 20 to 22 at the Terminal Warehouse Building at 269 11th Avenue here, will introduce several new initiatives this season, ranging from a partnership with Gen Art to a new section devoted to up-and-coming talent and a concierge service to help buyers during their stay in New York.
The Train, which was launched in 2004, focuses on upscale ready-to-wear and lifestyle brands, while its offshoot The Box, which had its premiere last February, presents high-end accessories.
Muriel Piaser, fashion director of Prêt à Porter Paris, which organizes the two shows, said this season there was even more emphasis on creativity than ever — a move in part driven by the economic climate, which many believe requires even more special pieces to drive customers back into stores.
“We want to be different and be recognized as a platform for diverse brands,” Piaser said.
She added the shows are working with Seventh House PR, which is creatively consulting on the exhibitions, to strengthen this message.
The Train will welcome more than 100 designers and labels from Europe and America, while The Box will have some 35 accessories exhibitors.
“We want to be a place of discovery of new collections and emerging talents,” Piaser said.
To that end, many designers will be new to the shows, among them Repetto, Alexander Koutny, Anaessia, Ava Rose NYC, Evan and Dean, David Kurtis, Et Dieu Crea La Femme and Institute of Dress.
“We also wanted to focus this season on the new generation of designers so began a partnership with Gen Art — Fresh Faces — and we promote a brand, and this season it’s Cloak & Dagger,” she said.
“We are very conscious about the difficulty in the economy, but we think that at this moment, buyers need to be secure and discover new brands,” Piaser said. “The market is very stressed but it is dynamic, and companies want to show their work to buyers, show their health and to be seen as an established brand.”
In addition, The Train will unveil a new area called The Engine, which will highlight new and up-and-coming designers, including designer Keith Lissner, who was a contestant on “The Fashion Show.” Meanwhile, Nylon magazine and Luxe Alternative will host a lounge, where buyers can get their hair blown out by Philip Pelusi or massages by Equinox. Concierge service Quintessentially will also be on site to help buyers with anything from car services to theater and restaurant bookings.
“We hope to grow our identity as a place for diversity, and a place to discover new things,” Piaser said.