#206: How to Shop Apparel Markets with Atlanta Apparel's Caron Stover and Morgan Ramage

Alright guys, welcome to episode number 206 where we're sitting down with the team at Atlanta Apparel and we're going to be talking about what it means to.

Shop in Atlanta not only this week during April market, but also as we.

Gear up for the Boutique Summit in June. Let's talk about your business strategy and the juicy details of what actually works from mainstream fashion to fashion on Main street and the entire ecosystem behind it. How do we scale your company? Do it with the balance and the happiness that we all seek. Let's hear from those insiders, experts and strategists that actually make it happen. I'm your host, Ashley Alderson from the Boutique Hub and I can't wait to chat. You guys. I can't believe you did it in just under 24 hours.

You sold out the 2019 boutique summit.

So June 9th through the 11th that.

Means that over 700 of you are headed to Atlanta for the Atlanta Apparel show after the Boutique Summit. So I thought this week let's do something fun since it is the week of the April Atlanta show and the Boutique Hub team is headed down to not only finish our plans and preparation for the Boutique Summit, but also to host a meetup while we're in Atlanta. Heads up if you're coming, it's on Friday, 10am in the atrium. We're having muffins and mimosas, so come say hello. So just in case you're here or in case you're coming in June, we wanted to use this week as a bit of a how to guide while you're shopping in Atlanta. So joining me today on the show are two women who have absolutely welcomed the Boutique Hub with open arms and are so excited to meet so many members of our community. Both Karen and Morgan have been a huge part of the Atlanta Apparel team. Karen is the VP of apparel trade shows and has been with Atlanta apparel almost 15 years now and is a ton of fun when you guys get a chance to meet her. Morgan is the fashion Creative director and she's been with Atlanta Apparel going on five years. So she definitely understands the fashion events and the trends that come through the market.

And so she's going to share a.

Little bit of that insight today on the show, but these two women wanted to give you a walkthrough of what to expect when you get to Atlanta, how to navigate the buildings and what you can look forward to not only this week in April, but also when you come back in June because there's going to be a lot going on. So if you're not familiar or if you need a little bit of a refresher on how to shop while you're at Atlanta Apparel, this is the episode for you guys. If you got a ticket to the Summit, I can't wait to see you in June. But just in case you didn't get one yet, don't forget there's digital tickets that are now on sale this week, so you can sign up still at the Bouti Summit 2019. Guys, I hope you enjoy this episode with Morgan and Karen and I can't wait to see you both this week and in June in Atlanta.

All right guys, welcome back to the podcast. This week I am joined by two women who have pretty quickly become great friends of mine through this journey of moving the Boutique Summit this year to Atlanta. So I'm so excited that not only is our team headed to Atlanta this week for apparel market and to do some preset up for the Boutique Summit coming in June, but we also get to speak to these ladies on the podcast this week to help answer any questions you guys have, not only about Atlanta specifically in attending market, but attending markets in general. So please help me welcome Karen and Morgan. Guys, thank you for being on the show today.

Thank you so much for having us. Hi everyone. Teacup joining us this week at our April market. And as Ashley mentioned, I'm Karen Stover and I'm the Vice President of Apparel Trade shows. I've been here for many, many years and I actually started as an intern from Ohio University and today I have the pleasure of managing the apparel sales and fashion teams who are responsible for bringing all the latest and greatest brands and trends to Atlanta Apparel.

Hi everyone, I am Morgan Ramage, the Fashion Creative Director and I also started my career here at the Mart as an intern in the Fashion Office and then I moved on to be a rep for a few years before coming back to work for Atlanta Apparel. I currently manage the Fashion Office which encompasses all trend driven content, our campaigns installs, Runway production, model management, and of course our ambassador program, the Peaches. So to sum it all up, our role is to educate and inspire our attendees on the fashion and trends occurring in our industry.

Awesome. Ladies. Well, I know you guys have a great team of women that you work with and men at the Mart, but tell me more specifically about your team at Atlanta Apparel and what everyone can expect when they come and shop at the market.

Yeah, absolutely. Atlanta Apparel, it's such a special place to us. It's been a hub for the wholesale industry in the Southeast for many Many decades. And over the years we've grown to become the largest apparel market on the East Coast. And we offer over 2,500 women's apparel, children, shoes and accessories brands all together under one location. Five times a year. We also host two specialty markets which are the World of Prom, which is a national market held every August. And then we have vow, the New World of Bridal, and we hold that twice a year. And actually this April market, you're going to be seeing our VOW component as well.

Yeah, and just to throw in a few staffs as well, we have around 30,000 buyers who walk through our doors annually. And we have attendees from more than 75% of the US who come to our show. Our top region being definitely the Southeast. However, we definitely see growth in attendance from the Midwest and Northeast. We do host more than 50 fashion shows, seminars and specialty events annually, which you will see some here this week. And through these high end fashion events, we have educational seminars, featured influencers and networking parties. So we definitely offer an incredible experience for the buyers and brands.

So I'm trying to remember what month it was that I first got to come and meet you guys. Was it last week? No, it wasn't last June. Was it August? When did we all get to meet in person?

Yeah, well, you actually first you came and at our July gift Home show.

Ah, that's right. So if anyone's listening and you haven't been to Atlanta Apparel before, the first time you come, it's an amazing location because you're right downtown Atlanta. So super cool vibe. You're able to walk to the mart buildings. But when you get there, I can just say from experience, it's a little overwhelming. There's so much there, which is amazing. So I know I probably was lost for the first several hours I was in the building. So if you can kind of give me a little bit of a breakdown of what. And I know you're going to be able to go down by floor, but what's in each building kind of related to what you said about bridal and gift and home and apparel. How do the buildings kind of differ in that regard by genre?

Yep, we get that a lot. People feel a little overwhelmed, but it is so easy to navigate once you find your way. And so our two main shows that we have here are the Atlanta Apparel markets. And as I mentioned, those happen five times a year. And there are Atlanta and Gifted Home shows, which are two times a year. So the Atlanta Apparel is specific to Building 3, which is here in downtown Atlanta. And we hold those five times. Then the Atlanta gift and home show is two times a year, and that encompasses our entire campus, which is three buildings, building one, two, and three. So in a nutshell, building one's our furniture, building two is our gift building, and building three is apparel, shoes, and fashion accessories. Our Atlanta apparel shows have always had the product for apparel, accessories and shoes. So if you're looking for those, you want to stick to building three.

Gotcha. So if I was coming, can you tell me what is the difference between coming during a gift market or during an apparel market?

Perfect. Yes. So we get asked that a lot. You can find a lot of the same product at gift and apparel markets. Like you mentioned, we do have both, and there is a lot of crossover between brands at the markets. However, the shows are both really different. We see trends from apparel boutiques starting to carry gift and lifestyle.

Why?

Some of our exhibitors have started bringing those candles, picture frames, water bottles, hair ties to sell apparel shows. But since both shows are different, we recommend every brand individually, kind of researching what they're wanting to shop, making sure that it's at the right show before they attend. And then if they're in need of apparel specifically, they've got to come to Atlanta Apparel. 100% shop the show. But for fun gift and point of purchase items, furniture, decor, they probably should check out gifts.

Okay. And before each show, I'm assuming it's easy enough for everybody to get on your website. You guys have an app as well. What's the best way to look at what exhibitors are going to be coming to what shows?

Yep, absolutely. I mean, because it is. It's a huge building, and that app is the best tool. And then online as well, because we do. We have the seven major shows, and about 20% of our brands do overlap. So if you want to research. Absolutely. Go onto our website, download our app, and that will have the most up to date of who you're going to find at each market.

Okay, Very cool. One thing I also noticed while I was there, and I think this speaks to the fashion industry as a whole and why I appreciate it so much. You guys know I'm from the Midwest and specifically living in Wisconsin. Style is quite different than what it is in Georgia or California or New York. And coming there, I just really appreciate the sense of style, style that the Southeast has specifically. So I wonder, can you tell me more about the differences or maybe more about the exhibitors and the buyers that you commonly serve that attend the shows that may be different than elsewhere? In the country.

So specifically to trends or to the brands in the exhibitors we serve?

Maybe just more so about. Tell me about the exhibitors that you serve. Kind of who they are, what they are, and then the brands. I'm sorry, the buyers that come as well.

Absolutely. So, like you mentioned, Atlanta Apparel, we have retailers and brands, but they kind of range from small to large. Our retailers are specialty boutiques. They're those franchises, those department stores, online retailers, and kind of everything in between. The brands we offer vary from handmade jewelry lines that kind of start off selling like small mom and pops in their hometown to international brands. But something we love specifically about Atlanta apparel is we really celebrate success on all levels. I mean, from the small guys to the large brands, the bigger box stores, and some of those stores adding unexpected lines that they found specifically here at our show.

And then, I mean, also with Atlanta. Atlanta has become such a city just that you want to visit. Our restaurant scene is. I mean, it compares to New York and Miami and Vegas. I mean, it's incredible. And then just to get here, the cost of getting here with our international airport. Airport is so simple. And then just the cost of the hotels and the relationship that we have that are just all in within walking distance. Atlanta apparel just is a very convenient market with all the brands that you need to see, and we offer it five times a year, so it just fits into the schedule for the retailer.

Awesome. Okay, so let's go a little bit further into detail. I know we kind of talked about what's in each building, but, Morgan, can you help me kind of break that. That down even further? If someone's listening to this this week as they're coming to market, and maybe they're taking notes on. Okay, I need to hit, like, this floor, this floor, and this floor. Can you walk me through that layout?

Yeah. So I definitely want to help everyone kind of figure out how to navigate our building. We've talked about how overwhelming it can be, but totally gets easier, you know, the longer you're here. And we are always a resource. The best way to navigate, though, is checking out signage on the floors. That will be a perfect start for you. And that kind of tells you the general category. And then also we have amazing info tables that are a great resource. Every floor also has a floor map with the breakdown of every single brand, as well as booth numbers. And then, as Karen mentioned, our app also another great resource just for those of you who are new and coming this week, and it's a great tool. You can search the Brand, it gives you step by step directions. And then I know you mentioned specific.

Floor breakdown and to go just a little deeper on that. So when you do come in, we have a very beautiful building that was designed by Mr. Portman and it's this atrium concept. So after you walk in through the lobby, you're going to find our temporary floors, which are 2 through 5. And on the second floor is our premier apparel, accessories and shoes. This is going to be the product that is going to be more in the moderate to higher price range. And then on the temporaries, floor three, four and five, you're going to find also the accessories and shoes and more of the lower to moderate price points. And then you go up to the.

Permanent right in our perm floors, they're comprised of floors 8, 9, 11 and 13. So on floor 8, everyone will find accessories and footwear. Floor 9 and 11, that women's apparel and then floor 13, children's. But don't forget, like we mentioned this week is Val Bridal and that will be occurring on floors 10, 12 and 14.

And then do you guys have cash and carry as well?

Oh, yes, absolutely. I mean that definitely finishes out our building. And we have two floors that are actually dedicated to cash and carry, which is awesome. Awesome. Which is on floors six and seven. There you're going to find the fine jewelry, fashion accessories and apparel that you can just go purchase and walk out the door with. And so shout out to any of our local listeners or anyone that could just drive in. All these floors open daily. So grab your friends and come on in to score some great deals.

Perfect. Do you guys see, you know, at a lot of markets that we go to, you know, sometimes gals will bring in like a suitcase with them and just go to cash and carry and stock up and then get that checked on the way home. Do you recommend people do that as well?

Yeah, absolutely.

Bring a bag, come stay a while.

Absolutely.

It is just fun for the retailer to go back and show their friends, you know, what the latest and greatest of like what attending on market. And that experience, it just adds to the experience of being able to attend a market well.

And a lot of people I know, especially today with the number of retailers that maximize Facebook lives, so many people are able to go back to their hotel room that night if they're staying another day and do a Facebook live sale with everything they just picked up at Cash and carry and go back and restock tomorrow. I mean it's a really great way to do some sell through and to really build some margin. So definitely makes sense.

100%.

Okay. I'm sure you guys have, you must have like a list of commonly asked questions you get because I tell you what, we've written a lot of blog posts on the boutique hub about tips for attending apparel markets and they rank so high in Google because it's a very commonly asked question just in general, like what do I need to know about attending markets? So can you guys give me some of the Q and A that you commonly have?

So since we have five shows a year to choose from, we get asked a lot, Ashley, about what market is most important to to attend, which is completely a valid question. But we have to ask when they're asking this question, you know, what season are you buying for? What product are you looking for specifically? What category is there specific delivery time you're in need of? And even though the majority of a lot of our brands are here year round in both temps or perms, every market is unique and specific to certain categories and seasons. And then you know, like April market this week, this is a really huge market for us for fall winter. So if you have buyers who are looking for that fall winter product, this is where you need to be in April.

And then I mean another question of being known as a regional market. People ask if we have the brands 5000% we have the brands. And that's another reason to get onto that website, get onto the app. You will see that the brands that you see at other national international markets are here. And a lot of buyers are up in a permanent showroom as well. You can see them in our wonderful multi line rep showrooms. So again and we offer five times a year as Morgan mentioned, so it's just easier to fit in with their schedule.

Do you find that some of your attendees are ever intimidated to visit the permanent showrooms versus the temporaries?

I think that that could happen for a new attendee. But our reps here and I would say don't ever be intimidated. Yes there possibly they are coming in and with our that's where the southeast our reps in the showrooms are some of the kindest people that are ready to entertain you, wine and dine you. You want to walk in there and they are going to show you the collections that they offer and you never know what you're going to find. So as a trade show floor is a little bit easier to navigate because they're used to that. Those rep showrooms or the multi line showrooms are really something special to our market. So I just recommend everybody go and check that out, meet the owners and discover some of the amazing brands that they carry.

Man, I just want to echo that for a second because I do run across that question quite often and a point to drive home, to kind of repeat you a little bit, Karen, is boutiques pride themselves on having great service. Right. It's the reason that people want to shop boutiques over big box stores is that relationship and that service and really filling a need versus trying to sell you something. And I, I think anyone who's in a showroom would agree that maybe people are hesitant to come up there. It feels like kind of another level sometimes. But it's the same reason you would go to a boutique. It's for that service. So I hope people do take that opportunity to go and meet the people in the showrooms and to understand you aren't going to be sold to, but someone's going to try to fill a need that you have and build a relationship with you. So good point right there.

Absolutely.

And just to piggyback off that a little bit, it's also, I mean you can get inspiration when you walk into a multi brand showroom. They are showing brands that are, that they merchandise well together. So going into a showroom and seeing how they merchandise these brands within the showroom can really give you inspiration in your store as well.

Yeah. You know, we were just talking about that last week inside of Retail Bootcamp, talking about the value of when you go to shows, taking pictures of those displays, how things are styled together. And I know even in your guys lobby you've got some beautiful displays. You could maybe even elaborate on what people are going to see this week in Atlanta. But that's the inspiration that can help you come back and merchandise your store or maybe merchandise a photo shoot if you're an online boutique, that's going to be your, your website homepage or even help you to better style your weekly new arrivals. That that inspiration is so key.

Absolutely. And that's what again Atlanta Apparel prides ourselves on. It's not just to come here and buy product, but it's also to be in inspired and to go back with that inspiration.

I love it. All right, so another question. I know that we've seen so much change and I'm speaking to the choir here in terms of change for you guys, but a lot of change overall in the industry for brands, for reps, for retailers. So just kind of from your guys perspective, if there's one key tip or piece of advice that you'd like to share with brands and boutiques to grow in today's marketplace. What would that be?

Yeah, and we're going right back to the relationships. I mean, relationships are absolutely everything. I mean, despite the change in the industry as a whole, relationships still stand strong, you know, and you make and maintain those relationships with your brands, with your stores, with your shoppers, with your trade show contacts, even with the UPS man who's delivering it to the store. You know, technology becoming so relevant. I mean, human connections are becoming a thing of the past, but they're so important and really make the difference. So, I mean, in lieu of that, just always listen. You know, the number one tip in today's marketplace, people just want to be heard. And you can take that to your business and to your advantage, man.

Yes, you're spot on. Totally agree, Totally agree. And I think that's why boutiques, like we said, that's why I think boutiques are so successful today. It's that relationship factor that they have with consumers. And now I think, just making sure the boutiques realize, man, that same relationship is so valuable with your wholesale, the. The wholesalers that you're working with as well.

Absolutely.

All right, let's talk about one of our favorite topics I know, not only for us, but also probably everyone who's listening. Hence the reason we're in this industry in the first place. Let's talk about trends. So this week is we're going to see some fall and winter apparel and shoes and accessories. What trends are you seeing right now in both immediate and then in like fall and winter categories?

Yeah, so you, like you mentioned you love coming to the South. You know that we love color and print here. We are not afraid of it. And we love to incorporate both of those when we see these new trends emerging. But like you mentioned, you're going to see both fall, winter, and immediates when you come this week. So we'll kind of start with immediates. So lots of peasant dresses here in the south of all kinds, pattern mixing, those patchwork styles, lots of great prints, everything from the stripes to the polka dots, tie dye, and of course, you cannot forget animal print because it is still going super strong. And then obviously all these styles specifically in the south, it's a hotter climate. You can pair it back with strappy statement sandal, those mules heeled or flat. And then also platform and platforms for spring.

Summer, I love them. Okay, how about autumn winter?

Yes. So very excited about autumn Winter, which launches this week. You are going to see tons of rich neutrals and Browns. Brown is basically the new black Ashley. I mean, it's coming strong. Get it all back out of the closet. Lots of retro vibes. And with the retro vibes, or the 80s, they're coming back all glam party dressing. They're everywhere. Exaggerated proportions on collars, shoulders, and cuffs. So everybody just think more is more. And then another huge transiting. It's been here for a while. It's still coming back, but I think we've seen kind of some new iterations over the past few seasons. In this season, we're seeing it really in long and wide variations, but with some deconstructed or cropped elements to give it a little pizzazz, a little something new, a few other things. So obviously the animal print we mentioned still getting a makeover, though. So we loved that leopard print last year. But we're seeing it kind of take a different approach this year with more graphic prints, maybe a smaller scale print. And then we're seeing some cowhides coming on the scene and some Dalmatian spots just to kind of mix it up a little bit. One trend that I think people are kind of fearful of is that utilitarian. It's not for everyone, but it is definitely a trend we're seeing. So lots of utility styles like those cargo pants, trousers, boiler suits, tour coats. And it can be kind of overwhelming to kind of add that product mix. But if you're looking to kind of start this trend in a small way, think of just a really great slim trouser. You can kind of invest in that and then pair it back with a hiking boot to give you a subtle utility vibe. And then just as you know, we have tons of amazing accessories here, so you can find amazing mini bags, top handle bags, huge statement hoops with animal inspiration to kind of pair back to all of these.

Man, I love, like, the big jewelry, which is my favorite flashback to the 80s, you guys. I will never forget. So I'm the youngest of six girls and. Or five girls and one boy, rather. And my sister Tina, one of my middle sisters, who graduated in 91, had the coolest rack of, like, hot pink, huge statement hoops hanging in her closet forever. And I, I asked my mom, I'm like, can you please save that rack of earrings for me? And I don't know what happened. They're gone now. But if I could just have those things back today, it would be priceless.

Everything comes back.

Is the crimping coming back? I was a queen of the crimp and some bangs, man.

The higher the Hair the closer to Jesus. You guys got this. So anyone who's coming to Atlanta this week, let's just talk about events happening this week. And since our team's coming, we're having a meetup. We can kind of COVID that as well. But do you guys want to give me a rundown of the events?

Absolutely. So the show opens up on Tuesday with our permanent so and then the temporaries are going to open up on Wednesday. And so that show is going to run from nine to six through Saturday with temps closing at three. So just to give you a quick overview of that, some people get a little bit confused on the date. So just remember the permanents are opening up on Tuesday. Temporaries open up on Wednesday. As far as the events, we have so much going on. Gosh. April's a major fall market for us. So first you're not going to want to miss the brands on a mission. That's going to be four forward thinking companies who mission goes beyond profit. We have an amazing lineup from the founder of Headbands of Hope, the brand partner manager from Able and the CMO of Toms and the philanthropic manager of Kendra Scott. You're going to find that amazing panel on Thursday, April 4th in the atrium.

That's going to be really good.

Yes, it's going to be super good. I mean everybody loves a good cause, loves the story, loves to give back. And these four panelists, you got to come and check them out. We're very excited about that. And that's at 10:00am 4, 2. And then, I mean Charleston is a big southeast city here for, for us. And so if you watch any reality tv, you may know the name Chef Rose. He is on Southern Charm and we are partnering with him and he's debuting his clothing and accessory line called Chefgear again on the premier floor, which is floor two. Come and meet him, say hello. He might bring some of his friends if you're familiar with Southern charm. And he'll be having that happy hour. He'll have his booth there all days of market. But happy hour is going to be on Wednesday at noon. And again, floor two, you can find them right there near the atrium. So we're excited about that. And then the Quebec Trade office, we have partnered with them. We are the Quebec lines and the Montreal lines we represent in the permanent showrooms. Over 50 of these lines with reps in various showrooms. And so this market, we partnered with the trade office and you're going to be able to go and find more information about all These lines in the lobby of building floor two. And then, of course, our Boutique Hub meetup. We're super excited about that.

So we are meeting on Friday at 10 for muffins and. Muffins and mimosas. Maybe I need a mimosa to get that out of my mouth. Yes, perfect. So everyone can come, of course. Meet our team that'll be there. It'll be Ed, myself, Beth and Nikki, and of course, all the Boutique Hub members. And we're gonna have a couple of guest panelists joining us during that time as well.

Fantastic. We're excited.

Awesome. You guys are known for fashion shows. So do you have some fashion shows coming up this week as well?

Yes. You cannot miss it. We are so excited. So our large fashion show will take place on Thursday night, April 4th. Pre party is at 5:45, show at 6:15. And this is just a perfect way to gain some insight, some education on the trends you're going to be seeing. Also with the fashion show, we have our trend vignette in the main lobby on floor two. It includes all the season's key colors, fabrications, the trends, top items, and you can also find a flyer that's a great resource as a takeaway when you're doing your buying to reference. So, yeah, definitely check out our trend vignette in the fashion show.

Awesome. And I haven't seen one of your fashion shows yet. Where is that at?

It's on the first floor. So when you enter Building 3, it's in the main lobby. You'll see the doors will be open, lots of. Of signage. You can just walk on in. Definitely come early and grab a seat.

Awesome. We will be there. Okay. Well, guys, can we talk about the Boutique Summit as we wrap up our time together? Because that's. I'm just so thankful for our relationship and the way that this has definitely taken off and the way that you guys have been able to work with us to kind of make this vision a reality of moving to Summit. There we're so grateful for. So we're gearing up June 9th through the 11th, which is right before your market. Right. Your market dates are the 13th through. What is that date? Saturday. Okay, perfect. And tickets are already gone, which is unbelievable record time. Right, to have tickets sell out. So if you didn't get a ticket yet for the Boutique Summit, we do have digital tickets available, and you can catch those in the show notes for sure. But what else can everyone expect when they come to Atlanta in June? Because I know this is going to be the first time to Atlanta for a lot of our hub members.

Yeah. So in June, we have a huge kickoff party scheduled for Wednesday night in our main atrium. We have lots of other fun events occurring on each floor every day and then some additional installs.

Yep, the installs. And then our June market here is, I mean, again, we're in the Southeast, so game day is huge in the Southeast. So our June market, I mean, the amount of game day product that you're going to find here and just the fun little events, promos, little parties that are brands, they really invest in that, in showing you the best of what they have in that game day component. So June market is just a fun kickoff to fall.

Perfect for networking.

Perfect. So there's going to be a lot of networking. Let's just get that out of the way right now. Tons of fashion, but man, some of the actionable takeaways, you guys that are coming to Summit, I can't wait. Mike Michalowicz is our headline keynote, which if anyone's read profit first and followed that system for your business. We're really, really honored to have him join us. Ashley Lemieux with the Shine Project. My friend Justin Prince is going to be joining us who has the Intentional Greatness Academy. There's just really going to be a lot of awesome speakers. Over 35 speakers, I believe, are going to be joining us now. So thank you guys. Yes. Thank you guys for being a huge part of this. Is there anything else you guys would like to share before we wrap up today?

You know, Ashley, we really love partnering with industry tastemakers. So if anyone out there is listening, you want to get involved. We are always looking for incredible brands, just like you guys or boutique owners and specialty stores to really partner with us. So like we mentioned, anything from an educational panel to these fashion shows, networking events or parties, we would love to partner with you all. So please reach out to us and we will definitely get connected.

Absolutely.

Awesome. Well, thank you guys for your time today.

Thank you.

It is going to be a good week. I will see you tomorrow. We fly in. So I'll see you guys very, very soon.

Can't wait. Safe travels.

Thanks, guys.

Thank you.

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SA.