Yesterday, June 7, 2011, fashion-savvy attendees and exhibitors at PROMOTIONS EAST convened in the Atlantic City Convention Center for the Fashion-EAST-a Lunch and Learn event. Volunteers from trade show sponsoring organizations modeled the latest and most notable styles from the 19 participating companies. Apparel favorites like Ash City USA and Charles River Apparel showcased their performance wear, while unexpected participants like Leed’s and Vitronic Promotional Group showed mugs and plush toys respectively.
John Lindgren, marketing manager for SanMar, Preston, Wash., which hosted the event, explained why the company wanted to be involved. “It was a great opportunity for us to be the main sponsor as we launched a number of products,” he said. “We have over 70 new styles so it allowed us to feature some of those new styles on the runway here in the Northeast.”
The 18 other participating suppliers also used the occasion to display their most popular looks and show their support for the East Coast’s premier promotional product event by volunteering to model and organize the show. Most noticeable on the floor were Mary Ellen Nichols, director of marketing communications for Philadelphia-based Bodek and Rhodes, who managed the models and Mike Schenker, MAS, partner at Custom InterSource LLC, Newton, N.J. and secretary of the board of trustees for the SAAGNY Foundation, Woodcliff Lake, N.J., who provided commentary as the models strutted down the runway. Nichols and Schenker plus all of the SAAGNY staff and other volunteers helped orchestrate a well-attended and well-stocked event.
Highlights of the SanMar-hosted show include the East Coast debut of Tri-Mountain’s Juliet, Ashley, Serena and Kate from its female-only line Lilac Bloom, as well multi-functional accessories like Purple Giraffe’s Boarder Cap with Integrated iPod Speakers and men’s and ladies’ companion styles like Cutter & Buck’s Clique Softshell Jacket with Bonded Microfleece Lining. Jornik Manufacturing Company supplied Star Clappers for audience members so they could support their favorite garments and their friends and coworkers sporting the looks.
The event allowed distributors to see garments and accessories as end-buyers and end-users would wear them. Fashion show attendees were encouraged to visit the booths of showcasing suppliers to see the ensembles up close and discuss purchasing options with supplier reps. Overall the event seemed to be a success as the models were met with cheers and clapper clatter as they took a communal bow at the end.
