If there is one place where we see bad advice given out, it is in relationship to showing your line at trade shows. Especially if you are a start-up or in the early stages of building your business.
Here is a fact about trade shows. 85% to 90% of the money being spent is predetermined to be spent on lines a retailer is already using or has already identified and with sales representatives that they already know. That means that your $2,000 booth is only getting a shot at 10 to 15% of the money in play at a show.
Here is another fact to keep in mind. The garment business eats its young. At a show, everything is stacked against you.
- You will always have the worst location.
- You are likely to be paying more for your space than an establish exhibitor.
- You will not know all of the tricks involved in making your booth look fabulous.
- You will not know the buyers.
- You will not know the little fish from the big fish.
- No matter how fabulous you think you are, you are more than likely to lose money at your first trade show.
So at the end of the day, here is the best advice anyone will ever give you about apparel trade shows. START WITH THE CHEAPEST SHOW. Sadly, it is unlikely that you will do much business at your initial showing so go to school at a place where you are not dropping the rent.
NEVER start off at shows in Chicago, Dallas, Los Angeles and anyplace else that charges more than $500.00 for booth space. These shows are not geared for start-ups. Remember, the people selling the booth space will never tell you any of this. In fact, they will make it sound as if there show is ESSENTIAL.
I have a designer friend who is fabulously talented. A skilled sewer. A quality technician. Her line was absolutely drop dead GREAT. $30,000 in shows later, she was out of business.
You’ve got to get a kiss before you get married. A nice little show in Traverse City, Michigan or Des Moines, IA or Tunica, MS is more likely than not to be the best place to start.
Better than actually exhibiting at these shows, walk a show or two so you will see what effective display looks like. You will understand the importance of optional (and sometimes costly) lighting, the necessity of which varies from facility to facility.
Many shows run four or five times a year. Only one or two of those shows are likely to be the best show of the year. Again, walking the show may assist you in gathering this kind of info. Selling swimwear? The shows running in August through October gives you better access to the open to buy dollars that are applicable to you. Making wool coats? These are purchased by retailers at Fall selling shows which run in the first third of the year.
Remember, keep the lid on expenses. Walk a show or two before exhibiting. Go to shows where the open to buy that is applicable to your product is being spent.
There are other options. The big thing is, do not drop the rent on a show until you have a bit of experience. Don’t be sucked into a big market show before you are ready.
About The Author
Jay Arbetman grew up in Chicago’s apparel trade, and joined the family business in 1971. Since then Jay has served in just about every capacity the industry has to offer, and is a fountain of knowledge and resources for independent and start-up designers. He currently is the owner of The Sourcing District, your one stop shop for the best in wholesale fashion fabrics, zippers, buttons, notions with small minimums and big results.