WWD.com/globe-news/markets-features/shop100eighteen-hosts-third-event-1853944/

NEW YORK — Another group has joined the rally call to revive the Garment District.

This story first appeared in the November 10, 2008 issue of WWD.  Subscribe Today.

SHOP100eighteen is hosting its third event — a cross between a trade show and market weeks of yore — from today to Thursday, bringing buyers to 39th Street.

“Designers spend so much on their showrooms, but there is not the traffic there used to be 15 years ago — the traffic and energy of the Garment Center have dissipated in the last decade,” said John W. Gates, co-founder of SHOP100eighteen. “We want to bring buying back to the heart of this iconic New York environment.”

The first event in June was called SHOP231, because it was exclusively for 24 designers and showrooms in 231 West 39th Street. Adams & Co. Real Estate LLC, which manages 231 West 39th Street, helped sponsor the event.

About 150 buyers attended both the first event and the second one in September, which grew to about 40 vendors in 231, 250 and 275 West 39th Street. Because the second event expanded past the original single building, the name changed to SHOP100eighteen to reflect the Garment District’s zip code, 10018.

For the third event this week, more than 50 showrooms are participating, and 214 West 39th Street is entering as the fourth building involved. SHOP100eighteen co-founder Eugenie Lancereau expects about 300 buyers to attend this event.

The eventual goal is to expand SHOP100eighteen to six times a year and to the entire Garment District, Lancereau said.

Most of the vendors involved are contemporary — such as Tracy Reese, Ella Moss, William Rast and J Brand — though a few misses’ and accessories lines are joining the roster.