Byline: ANITA J. FINKESTEIN and GEORGIA LEE
ATLANTA — Designer Deanna Farrell interprets Indonesian creative art techniques for Nativewear Designs. The San Diego, Calif., designer traveled to Bali 10 years ago and was inspired by native fashions to create Nativewear.
The line of woven rayon sportswear features seven collections of novelty prints and batiks, five times a year.
Atlanta is the number one market for Nativewear. Sales at the Atlanta market increased 20 percent from 1995 over 1994. Nativewear is in 5,200 specialty stores nationwide and is part of Sylvia Overcast’s “California Collections,” showroom 11W122.
Frank J. Brady & Sons is now offering customers “Something More.” The Atlanta-based better women’s apparel sales representative firm has kicked off a new campaign called “Something More” as an incentive to visit their showroom and increase their customers’ profit margins.
The program works by offering bonus products with each order. All manufacturers in the showroom are participating in some way. For example, the firm has created a Bakers Dozen order where the 13th item is free. Some manufacturers are participating by offering gift-with-purchases such as T-shirts and baseball caps. The company is also offering promotional support in the form of postcard mailers.
Stuart Brady pointed out that the extra dollars can go directly to a store’s bottom line or, as they are suggesting, into purchases that will increase the store’s competitiveness. The Bradys are suggesting retailers use the profits to buy fax machines, computers, advertisements, mannequins or such things as fresh flowers for the store and lunch for associates and customers. “In today’s competitive marketplace the bottom line is so important that a campaign such as ‘Something More,’ which actually stretches every dollar spent in our showroom, provides real immediate value to our customers.” said Stuart Brady.
Sylvia Overcast has added Tabloid, a hot new Los Angeles-based line, to her showroom. The line, which is a division of Just For Wraps, focuses on day-into-evening dresses. “Nothing is too dressy. It’s more a collection of fun wearable dresses,” explained Overcast. Prices in the line range from $59 to $99 wholesale. Tabloid makes its formal debut at the January market. “Their easy dresses are perfect for spring,” said Overcast.
More Dash Than Cash is making its debut in the Ambrosia & Co. showroom. The New York-based contemporary sportswear line focuses on updated looks for work. Linda Ambrosia, owner of the firm, said suits were strong sellers in the line. She gave price points in the low bridge range, with jackets averaging $125 to $175 wholesale.
Atlanta has lured another Miami native to the Mart. Bev Raphael, a 13-year veteran of the Miami Apparel Mart, has signed a lease on a showroom in Atlanta. Raphael tested the market in October and had such a strong response she decided to make a commitment.
“I’ve been watching Atlanta for a while, and it has become such a strong market for the region that I thought I should test it,” she said. “There were also so many other Miami representatives trying it that I decided it was time.”
Her new space in Premiere on 11 in room 11N-369H will house a variety of collections, including Max & Mabel, Donna Jessica, Melinda Zoller, Brunella, Garron and Jackie Loves John. She describes the mix as updated contemporary merchandise that goes from Max & Mabel’s serious suitings to whimsical sportswear by Jackie Loves John. Her strongest Atlanta line is Donna Jessica, a designer collection of better weekend wear based on custom tapestry fabrics, she said. Price points for all the lines range from $70 to $175. Bev Raphael & Associates is now accepting appointments for the January market.
Nicole Miller has found a home in the Atlanta Apparel Mart. After testing the market in the Premiere section of the mart, the designer line has signed on with Arnold Helman showroom at 9E-110. The showroom will house the entire dress division, day, evening and bridal, along with sportswear, swimwear, accessories, small leather goods and men’s accessories. Julie Worthington has been appointed showroom manager for Nicole Miller at Arnold Helman.