UBM Fashion to Launch First Consumer-Facing Fashion Trade Show, VINTAGE@Intermezzo
UBM Fashion is gearing up to debut VINTAGE@Intermezzo, its first-ever consumer-facing fair inside Intermezzo Collections, one of six fashion trade shows within the NY Women’s August Marketplace.
Set for Aug. 6-8 at the Javits Center in New York City, the show’s newest fair will focus on eclectic vintage apparel for retailers and consumers, with a curated selection of vintage dealers showcasing one-of-a-kind apparel and accessories collections.
According to show officials, VINTAGE@Intermezzo was introduced for two reasons: to expose retailers to an entirely new level of product they may have overlooked or just simply didn’t know how to obtain for their stores, and to welcome NYC consumers to shop the wide array of vintage collectors UBM Fashion has partnered with to produce the new event.
“We are launching the consumer element to VINTAGE@Intermezzo because it speaks to a very vibrant community that lives among us in the fashion industry but up until now, hasn’t had access to our marketplace,” explained Peter Berta, Intermezzo Collections show director.
He continued, “By offering a venue for lovers of vintage to shop alongside our retail store attendees, we create an inclusive atmosphere where our retailers can be inspired and learn how to incorporate vintage fashion and accessories into their assortment setting their stores apart from their competition.”
Intermezzo Collections first debuted its B2B VINTAGE@Intermezzo neighborhood at the NY Women’s May Show with returning curator and industry expert, Bridgette Morphew, founder and creative director of Morphew Concept.
“To present and curate a vintage fair within a fair as significant as Intermezzo that is accessible not just to fashion insiders but also to fashion fans is the realization of a decade-long dream of ours,” Morphew said.
She continued, “We truly believe that if you can understand the past, you can predict the future trends and style movements.”
According to Mike Alic, UBM Fashion managing director, the company had been looking at consumer fashion event concepts for some time before deciding to dip its toe in B2C waters with the vintage fair.
“We decided to start with VINTAGE@Intermezzo because it’s a natural fit for the dealers who are our exhibitors – they are already geared to selling directly to fashion enthusiasts as well as to retailers,” Alic explained.
He continued, “Based on how this launch goes, we’ll look at other categories where letting consumers into the events might make sense. It won’t be a blanket approach – we’ll look at each category individually. Adding direct contact with consumers where our brands want it is part of a bigger strategy: we view our events as a set of services that help fashion brands grow their sales – we’re not just selling booth space.”
Each vintage dealer will showcase a unique facet of the industry with product available for wholesale and retail, ranging from luxury vintage designers, gowns and furs, to rare Victorian and Asian pieces alongside accessible active and sportswear, denim, t-shirts and personal pieces from the closet of esteemed fashion designer Norma Kamali.
In support of the new fair, the show will also host a “Value of Vintage” panel discussion moderated by Lauren Parker, editor in chief of Accessories magazine, that will feature fashion icon Iris Apfel, Norma Kamali and Stephanie Solomon, vice president and fashion director at Lord & Taylor, who will speak on the benefits of vintage and how retailers can use it to set their stores apart.
Additional show highlights will include a Spring/Summer 2018 Trend Presentation and a Q&A with Rachel Shechtman, founder of themed retailer STORY, who will delve into how she concepted a brick-and-mortar experience that feels like a live webpage with its ever-changing themes, products and point of view.
Last year, UBM's NY Women's August Marketplace attracted an estimated 12,000 attendees and 1,200 exhibitors across a sprawling trade show floor.
Vintage fashion consumers can shop alongside retailers at VINTAGE@Intermezzo by purchasing a $20 admission ticket.