Organizers aim to help accessories buyers cover more ground.
NEW YORK — Accessories buyers from around the world are making the city’s trade shows destinations for discovering new resources, and organizers are pulling out all the stops to meet their expectations. Variety coupled with marketing materials designed to help buyers sort through the mix, as well as new exhibition formats, are priorities as organizers prepare for their presentations over the next six months.
AccessoriesTheShow, produced by Business Journals Inc. and held Aug. 6-8 alongside Fame and Moda Manhattan at the Jacob K. Javits Convention Center, expects its biggest show to date, following its May event in which exhibitor space grew by 30 percent.
“We have been trying to do the same thing every season, which is focusing on a core group of exhibitors, but bringing in new designers to the show floor,” said Sharon Enright, general manager of the trade show division at Business Journals. “That sizable percentage of newness on the show floor is what the fashion industry is about. The classics may drive the market, but the retailers are also looking for trends and to find products they can’t find anywhere else.”
Enright said in order to help the buyers edit through the some 1,500 lines at the show, Business Journals has created pre-event mailers isolating categories or price points.
“All those lines can be overwhelming, so we are aiming to step up communications to bring buyers more in tune to what’s on the floor,” said Enright. “Buyers love the assortment, but we also want to help them shop the floor and make the experience more beneficial for them.”
Enright also said the show is earning attention overseas. AccessoriesTheShow attracted buyers from 102 countries in May, up 50 percent from the previous year. Overall attendance was up 20 percent.
“The increase in international buyers didn’t happen by magic,” said Enright. “We have very specific programs focused on making this a worldwide event at this point.”
ENK International is hoping to make up for a 3 percent decrease in attendance at its last Accessorie Circuit trade show by matching its dates to those of market week and AccessoriesTheShow for the upcoming August edition. It was held a week earlier in April due to scheduling difficulties at the Show Piers, and still cannot confirm dates for the new holiday and resort market.
Meanwhile, ENK is working on its second edition of Clear, a boutique accessory trade show that will run at Gotham Hall Sept. 8-15. For the last event in February, Elyse Kroll, president of ENK, hand-picked 27 high-end vendors, many from Europe and new to the U.S., to participate in the show, which attracted some 150 visitors, including buyers from Henri Bendel, Neiman Marcus, Bergdorf Goodman, Barneys New York, Selfridges in London and Joyce in Hong Kong.
VNU Expositions Jewelry Group is looking to differentiate its JA New York Summer Show, held July 30-Aug. 2 at the Javits Center, from other international jewelry shows. Pavilions, including the Platinum Collection, Antique & Estate Jewelry Pavilion and Diamond Dealers Club, will continue to work to make the size and scope of the show more manageable.
JA will be followed by JANY Special Delivery Oct. 29-31, also at Javits, and will seek to provide buyers a last-minute environment in which to purchase holiday supply, including the option for them to buy pieces directly from the exhibit floor in a cash-and-carry format.