stylesmart.com is pleased to welcome Lois Beery of Millennium Fashion Services as Contributing Editor to stylesmart.com's Retail Trend Reporting and Consulting Services.

As a former buyer and merchandiser, Lois Beery brings over thirty years of fashion experience to Millennium Fashion Services (MFS). Lois' background includes an extensive tenure within the 'majors' and the specialty market.

Whether you own a specialty store in a small town, are a buyer or merchandising manager at one of the department store giants, or are a designer/manufacturer, MFS offers personalized services tailored to individual needs that will ultimately improve your bottom line.

Work the Room: Ten Trade Show Tips

By Lois Beery, Millennium Fashion Services

With all the recent hubbub surrounding international fashion week schedules and their importance in the industry, we wanted to focus on how our members can best utilize the time they do spend at market. Exhibitors, retailers, and press alike need to maximize their time and resources at national, regional trade, and international shows.

Shows are where trends are first visible ~ retailers should attempt to attend at least two shows per year in major fashion centers - LA, New York, Dallas, Atlanta, Miami, Chicago and for the jet set, don't miss - London, Paris, Milan, and Florence is unequaled. A retailer can add real value and consumer buzz when they are the first to catch a trend or a fresh new idea.

Plan Ahead!

1) When you set your dates, check with show sponsors, especially the regional permanent trade marts, for special travel incentives and perks. Many offer free or discounted airfare and special rates at hotels close to the venue. (visit stylesmart for show schedules)

2) Pre-register - most shows and marts now feature online registration - to avoid long lines and review a show map or vendor listing if available to plan your direction. Make appointments with must-see vendors in advance.

3) Leave enough flexibility to check out new resources and their location once you are at the show.

Now What??

4) Start with a walk through to get an overview of what is going on ~ a quick scan of color styling can bring you back later. Make a note of booths and showrooms that are particularly busy.

5) Shop the floors early or late to avoid the crowds. Go back on successive days to review and work if necessary.

6) Keep your focus. Don't let any one vendor monopolize your time. In addition to actually buying, many times your mission is market research and simply exploring new territory.

Make the Most of your Resources - Time, Energy, and Budgets

7) Most shows have many complimentary amenities ~ take advantage of limousine or bus service between hotels and the venue, do sample continental breakfasts, lunch, seminars, workshops and fashion shows. And for the end of the day many shows sponsor complimentary cocktail hours. Fun!

8) Take advantage of special buyer workrooms to review notes or to just refresh yourself. Wear comfortable clothes and shoes. We can't always be 'fashion plates'. ;)

9) Take every available opportunity to network with exhibitors and attendees. These shows are filled with professionals who may be glad to share information and ideas with you in a non-competitive manner.

10) Following the trip, take advantage of the online showrooms (www.stylesmart.com) available to you to review choices or make changes. Solidify your buying strategy, place orders and move on to your next challenge.

Best of luck and Safe Travels to Market!

© J.L. Beery

To learn more about Millennium Fashion Services and how they can help contact stylesmart.com at retailservices@stylesmart.com or 1-877-427-4464 or visit www.mfashions.com.

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Archives - Read more from Millennium Fashion Services

Work the Room: Ten Trade Show Tips - 3/02

Building your Brand on a Budget- 2/02

Recession-Proofing your Business - 1/02