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Ideas for Jewelry & Accessory Businesses
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MARKETING MANTRA: KNOCK ‘EM DEAD:  Moda Manhattan opened its latest exposition at the Jacob Javits Convention Center in New York with heavy emphasis on dynamite novelty items, clothing and accessories with knock ‘em dead visual appeal.  Color came through as a strong design element, as practical as it is stylish, the idea being that it often helps the final customer to stand out in a crowd with whatever she is wearing.  Because that, in essence, was the working formula for the show itself


  • Women want to be different. They want to Wow them. Entrance them. They want to outdo everyone else around them. Talk about competition!


Dresses led the fashion parade and gave attendees a sense of freshness and feminine charm. A-line fashions were strong.  Big buttons added a certain panache to coats and jackets. 


Among the colors making news here were pink and blue, with good attention given to prints.  “People want happy colors,” one exhibitor noted, if for no other reason than to offset the general malaise settling over the economy right now.  Even so, it should be noted that many exhibitors reported strong sales, and one fashion house in particular said this was the best show ever for them.  Britton Jones, president and CEO of Business Journals, Inc. Moda owner, took it one step further, saying that he expected good business because of all the pre-show marketing. “But what we experienced,” he exclaimed, “was truly overwhelming.”



PARIS STILL LOVES BLING:  A bevy of exciting new trends emerged at the Premiere Classe and Eclat de Mode trade fairs in Paris, where naturals led in popularity, along with darker colors, like chocolate, black and grey.  There was a lot of creativity seen here and, in time of economic difficulties, that is always a good sign.  Accessories with a lot of bling still sold well, as did exotic skin handbags with a classic, rich-girl manner about them.  Happy colors were fairly strong for jewelry, as were fun themes, like necklaces made out of fake chocolate candies.


A number of new techniques in jewelry-making surfaced here, such as interesting material mixes of resin and horn.  Bracelets remained on top of the market, still exciting a lot of sales activity.  In the bracelet category:  


  • Cuffs were the most important style leader.


Beads were hot.  Feathers were hot. Gold designs on leather jewelry were imaginative. Silk scarves were also big movers here. 


Overall, the main sales stimulate was obviously new items.  Coming up with something fresh and different drove most manufacturers’ line development.  As one designer put it, “The idea is to add a new idea each season.”  That’s not a new concept, but it is one that works.  And works.  And works. 



BOHEMIA GONE BOURGEOIS:  You might not be familiar with them, but the Train and Platform 2 trade shows are directed toward an artsy crowd of generally upscale individuals and, while they show in New York, their manufacturer base is strictly international, mainly European.  In some ways, that has caused problems recently, what with the deflated American dollar; still, business here was fairly good at the latest expositions, mainly because of special items that women “just have to have.”


Black performance fabrics were especially popular at the shows, as were jersey dresses and prints with an offbeat twist.  To underwrite the novelty idea, a hot item here was a T-shirt adorned with metal rings.  Nothing was cheap, but exhibitors successfully leaned on the strong point that quality offsets high prices. And, in many instances, it did. Unusual colors were also popular at the shows, like a blue-toned lavender and brilliant canary yellow.


Scarves played well, with European design inspirations making good impressions on everyone.  Florals were among the most popular designs.  Immediate delivery was probably the biggest sales enhancer, one that didn’t please everybody.  “This idea of buying so close to the season is bad for everyone,” one exhibitor said.


  • “You need time to study your market, buy your products, and prepare to merchandise them successfully. Too fast is too careless.”
Comments (0) Posted by Mary McGarry on Thursday, October 9th, 2008

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