ENK International will exit the men’s and footwear businesses as part of its acquisition by Advanstar Global, owner of the MAGIC and Project trade shows. ENK will focus on building its portfolio of women’s, accessories and children’s wear shows, which include Coterie, Accessorie Circuit and Children’s Club.
In January, ENK will fold its ENKNYC men’s trade show into the Project New York show. In February, the ENK Vegas show will migrate all its men’s brands to the Project Las Vegas show in the Mandalay Bay Convention Center. Conversely, the women’s section of Project Las Vegas will transfer to the ENK Vegas show, which will move from its traditional home in the Wynn Hotel to the Mandalay Bay Convention Center. The split means Project Las Vegas will be dedicated to men’s and dual-gender brands and ENK Vegas will concentrate solely on women’s brands.
In the footwear space, ENK’s WSA show in Las Vegas and Sole Commerce show in New York will be moved under the aegis of Advanstar, where they will be overseen by Leslie Gallin, vice president of footwear at Advanstar. Gallin reports to Tom Florio, chief executive officer of Advanstar Fashion Group.
The move will consolidate the footwear shows under Advanstar’s umbrella, which includes the FN Platform show in Las Vegas. No decision has been made yet to consolidate WSA with FN Platform, said Florio.
“We need to go over and see how the shows work and what the needs of our exhibitors are,” said Florio. WSA is staged in January and July, while FN Platform is held in February and August, in conjunction with MAGIC and Project.
Advanstar will add a show called The Tents as part of the upcoming MAGIC marketplace, as a home for high-end designer and directional brands. Additionally, the Street and S.L.A.T.E. shows will be replaced and fused into a single show renamed MVMNT, dedicated to youth culture. “There’s a whole urban culture that transcends social strata,” explained Florio of the reimagined and re-merchandised category.
Tom Nastos, president of ENK, said the changes would create a unified marketplace with carefully distinguished shows for vendors and buyers. The Advanstar and ENK shows will operate independently of each other going forward, he emphasized.
Next month, Advanstar is set to roll out the launch of its digital trade show platform at Shopthefloor.com. The service will allow Advanstar and ENK vendors and buyers to plan, place and track orders with each other, via private online showrooms. The site will operate 30 days prior and 30 days after each real-world trade show to facilitate the buying process.
Each vendor will also control a public page on the site to allow consumer access and interaction with the brand. “We are changing the value equation and creating a 60-day experience each season around our trade shows,” said Joe Loggia, ceo of Advanstar Communications Inc., who is directly overseeing the online initiative.
Shopthefloor.com enters a digital sphere populated by existing online fashion marketplaces and wholesale buying platforms such as Pop-Market, Joor, Brandboom, NuOrder and the Handshake mobile app.