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CURRENTS
Boom in ASD Attendance
T
HE ASD Las Vegas trade show reported a signifi cant increase in at endance over 2009. Held at the Sands Expo Center and Las Vegas Convention Center,
February 28 – March 3, the show featured over 2,400 exhibi- tors displaying hundreds of thousands of products across 100 categories, including Giſt , Jewelry, Style & Beauty and Value & Variety. Covering over 610,000 net square feet of exhibit space, the nation’s longest running merchandise trade show at racted every type of buyer, including independent retail- ers, department stores, national chains and internet retail- ers, among the over 45,000 at endees. T e total number of buyers increased 15 percent over 2009. Representing over 85 countries across six continents, buyers came prepared to write orders in nearly every type of product category including fashion accessories, home décor, giſt s and many others. Buyer at endance from Latin American countries, including Mexico, Argentina and Costa Rica, increased by over 33 percent. Exhibitors, buyers and speakers off ered accounts of a
bustling atmosphere, with ample order writing. For many, the turnout was a sign of positive growth within the retail industry. “T is was probably our best show ever,” said Judy Gillman, president of Stockwell Greetings, a greeting cards wholesaler that primarily sells to the value channel. James Coon of Creative Group Eyewear, a fashion eyewear exhibi- tor, reported, “I wrote so many orders, I lost my voice,” at the Style & Beauty show, which featured about 200,000 square feet of fashion accessories and health & beauty products, with an increase of three percent over last year. In the lower level of the Sands Expo Center, the Giſt
Show saw aisles packed with buyers. Rick Conway, owner of Squire Boone Village, a 25 year-old giſt and souvenir company and longtime ASD exhibitor, said, “We had a great show. I expect sales to be up considerably over last March.” T e next ASD Las Vegas show will be held August 8 – 11, 2010, at the Las Vegas Convention Center. For more information visit
www.asdonline.com.
Organizing Across Channels
F
OR COMPANIES with more than one presence, it can be a challenge to fi gure out how best to organize for the purposes of serving the customer and doing
business, both eff ectively and profi tably. Some have espoused the notion that the best way to organize is not by channel, but rather by what works best for the customer. For example, Lisa Gavales, executive vice president and chief marketing offi cer of Express, recently addressed this topic with regards to the business of apparel retail. It is a pertinent message to all that are in the business of selling over the Internet, especially if that Internet presence is also accompanied by a brick and mortar one. Gavales said she was interested to discover that several
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16
April 2010
times per week, there is as much traffi c on the Express website as passes through the chain’s 600 stores. T is had a shiſt ing eff ect on her perspective, causing her to view ecommerce primarily as a marketing tool, rather than as a volume driver. In fact, within the infrastructure of Express, ecommerce actu- ally reports through marketing. Furthermore, Gavales insists that branding be consistent at every touch point the company has with its customers. Last year’s holiday campaign featured bright colors, and that theme was carried across the board, not just with signage and catalogs, but also online on the company’s website and Facebook page. Even the logo was temporarily modifi ed to fi t in. T e new spring campaign is planned to be just as consistent.
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