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Jul 14, 2014

Shanna Nash Knows A Few Things About Trade Shows

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What trade and consumer shows/outlets do you participate in, and how did you come to find them?

I have been selling my lines, SNASH JEWELRY (snashjewelry.com) and GROUNDSCORENYC (groundscorenyc.com), at Artists & Fleas market in Williamsburg, Brooklyn for the past three years. I have also participated in other wholesale and retail events in 15 cities through groups including Renegade, Urban Craft Uprising, Crafty Bastards and, most recently, POOLTRADESHOW where I have acquired most of my recent wholesale accounts. I travel almost every weekend in the busy summer and holiday months and tend to lean towards more local NYC events in the spring and fall. 

How do you prepare for a trade show vs. a consumer show?  Similarities and differences?

 Typically, I try to get to know my audience beforehand. If I am prepping for a retail event, I try to check out the location of the show, the stores in the area, and images of previous events; getting a feel for the neighborhood and the style of the folks that both vend and attend the show is very important to me. I’m able to tailor my collection to appeal to that specific crowd - showcasing the pieces that would resonate with that consumer the most. In wholesaling situations, I do some research and cold calling of shops that may be attending. I try to research them beforehand as well to get a feel for what they may want for their customers. Prepping for wholesale is more about “knowing your buyer” as they already have a great feel for their own customer. 

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How are both outlets important to your business at this stage in your growth as an emerging brand?

While direct-to-customer sales have the highest profit margin, they are not always the most profitable. It is often the exposure I receive through wholesalers that allow my brands to reach a wider audience. Wholesaling often showcases my jewelry to customers I would not be able to find on my own - it has also opened the doors to additional wholesalers, articles, magazine shoots, flash sales, and gallery exhibitions. While direct sales are the best way to gain a basic customer base, I find that my business has a greater “snowball effect” from wholesaling. 

As an art-inspired, independent designer and with the goal of growing your business, how do you stay true to your roots?

I started making jewelry because I didn’t like what was available in most stores. I tried making pieces that were original in design but fit my personal design aesthetic - a little weird, offbeat, non-traditional and sometimes wacky and humorous. Now that I am selling my product on a wider scale, I try to integrate my original aesthetics into designs that have a mass market appeal. I still get to be true to the designs that interest me, but now think of the end customer and their interests. I still only create pieces that I love to wear myself. 

Have you participated in any educational seminars & how can they benefit a newer brand?

I have done most of my learning from others in the business - friends I have met along the way at shows and markets - making mistakes, having hunches, and taking risks. While I have not been to any formal training for tradeshows, I have learned about the business just by participating in the business.

What stores or boutiques are you hoping to be in next?

I am hoping to join in both small and large shops around the country - larger online web stores and print. I would like to continue trying all angles in selling - both retail and wholesale -  and see how far SNASH JEWELRY and GROUNDSCORENYC can go. I plan on opening a storefront which will combine both the wholesale and retail aspects I have become familiar with. Hopefully soon!

Jul 14, 2014 / 7 notes

Talking With Georgia Varidakis

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What trade and consumer shows/outlets do you participate in, and how did you come to find them?

POOL- I was approached by you lovely ladies
Artists & Fleas- Found it while shopping in Brooklyn and fell in love!
Renegade Craft- Vendor Referral
Crafty Bastards- Vendor Referral 
ArtStar-Vendor Referral (Ms. Snash)

How do you prepare for a trade show vs. a consumer show?  Similarities and differences?

Heavy production on best sellers and tons of one of a kind designs.  I tend to bring more one of a kind pieces to consumer shows, as well as having ‘customizing’ options on site.

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How are both outlets important to your business at this stage in your growth as an emerging brand?

Consumer shows are important for building a following online and through social media. They provide low overhead with a concentrated group of shoppers, as well as a sense of urgency to purchase.

Trade shows are great for getting buyers to see your entire collection at once, and in person.

As an art-inspired, independent designer and with the goal of growing your business, how do you stay true to your roots?

No matter how large or small an order has been, every item passes through my hands.  even orders of over 1000 pieces are still hand made.  It is extremely important to me that my brand continues to be made locally, within the US and is always handmade.

What stores or boutiques are you hoping to be in next?

We’d love to be in Bona Drag and Anthropologie.

Apr 7, 2014

COACHELLA STYLE: WOMEN’S

Ladies, Coachella is here to get festival season started. Time to decide what to wear, and we have some pretty great ideas. 

  1. Petals and Peacocks 
  2. Rojas Clothing 
  3. Heyoka Leather
  4. Replay Vintage Sunglasses 
  5. Rais Case 
  6. Get Flasky

Mar 5, 2014 / 1 note

BRAND SPOTLIGHT: THE UNDERGROUND MOVEMENT

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Tell us about your brand & the inspiration behind The Underground Movement.

The Underground Movement (TUM) was created by US Army Special Forces veterans that wanted to produce cool shirts that also honor America’s treasured lineage.

We started the company because after many deployments overseas we noticed that Americans appeared to be negligent or disinterested in America’s own inspiring past.

Traditionally graphics tees communicated something about yourself. Some graphics were meaningless and some were fun or witty and shared a sense of humor. Other graphics represented strong ideas that resonated with specific groups of people. Images like that of communist revolutionary Che Guevara gained popularity and were worn by Americans.

That provoked us to ask the question why have we not honored our own American legacies. We wanted to do that. We wanted to highlight the institutions and ideas that defined American greatness.

How was your experience at POOL this year? This is our second POOL and we had a great experience. The vendors at POOL are terrific and inspiring. Coming from a military background our learning curve is steep but we absolutely value every thing we get from attending a show like POOL.

What advice would you give to brands who are thinking of joining the tradeshow world? See it as part of a long term strategy rather than a short-term tactical decision.

Was there another brand at POOL that you really enjoyed? Give them a shout out! We always enjoy meeting so many other great brands. We really enjoyed Eric from Kings and Jaxs for his creativity and dedication and American Apothecary for their inspiration. We can’t forget Rex either!

Name the last three songs you listened to. That’s embarrassing…my daughters play the music from Frozen like it’s a broken record so “Let it Go” gets stuck in my mind. Pharrell’s “Happy” would be on the list and then some classical music that fills my playlist would be there too.

What is one quirky thing about your brand or your team that not many people know? We spent more time chasing terrorists across the sands of North Africa and the Middle East than we have spent time in the fashion business.

How is your new collection different from the one before? Our line expands more than it changes. There’s so many great stories to tell!

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Feb 19, 2014

BRAND SPOTLIGHT: LADY ALAMO

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San Francisco based Lady Alamo say it all began at home. “We were inspired by the painted ladies in Alamo Square.” Their bags and clutches are full of color and beauty, all tying back to that initial inspiration. Offered in a wide range of colors and styles, many are reversible and all manufactured out of natural materials. Be sure to stop by and see what they have going on. 

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Feb 19, 2014
Feb 18, 2014

Live art from Curbside Clothing at POOLTRADESHOW.

Day 1 of POOLTRADESHOW!
Feb 18, 2014 / 1 note

Day 1 of POOLTRADESHOW!

One week until POOLTRADESHOW & magicmarketweek!
Feb 10, 2014 / 1 note

One week until POOLTRADESHOW & magicmarketweek!

Catch Cool Cats Club at POOLTRADESHOW February 18-20
Jan 28, 2014

Catch Cool Cats Club at POOLTRADESHOW February 18-20

Brass Cuff by Modern Opus Jewelry
Jan 23, 2014 / 1 note

Brass Cuff by Modern Opus Jewelry

Be sure to stop by VINCA USA booth at POOLTRADESHOW in February. They’ll be giving away free midi-rings while supplies last!
Jan 21, 2014 / 2 notes

Be sure to stop by VINCA USA booth at POOLTRADESHOW in February. They’ll be giving away free midi-rings while supplies last!

Swim Lessons LA Brand Panel 
Jan 17, 2014 / 3 notes

Swim Lessons LA Brand Panel 

Jan 16, 2014 / 1 note
Jan 16, 2014