FOR IMMEDIATE RELEASE
More than a runway show at the California Gift Show
Los Angeles, California—July, 1998
The California Gift Show is the West Coasts largest Trade Show of its kind. With over 10,000 lines of product being shown to an estimated 22,000 buyers a day. The California Gift show also has a sister show in Atlanta, GA.
Fashion Show or Trade Show?
In the Los Angeles Convention Center’s Kenita hall, where International gifts, furniture and apparel vendors are placed, A fashion show is presented each day.
Fashion Director, Kaye Davis explains that while it was originally only a small part of the marketing and promotional mix, today it has grown into an important event, able to hold its own, at both the Los Angeles and Atlanta shows. And judging by the enthusiastic response from the crowd, it will be a major event at future shows.
Ms. Davis explains further that this is not your usual fashion show. It has to be tailored to the desires and needs of the gift buyer. It must present not only a range of products, from Indian Saris, to ceremonial African masks, but to inspire the imagination of the buyer and seek to entice them to buy items beyond their original charter.
The California Gift Show is large and while apparel still represents only a small part of the total vendor makeup, it uses items from throughout the show. Good promotion for all.
Her background includes the direction of fashion shows in other venues and she brings her ample talents to the ACM group. Her staff is very much the same as in any typical runway show, but pared down to a minimum of personnel. A pair of dressers, music coordinator and an assistant.
The future looks bright as she plans to expand the show into 32 stages. The current Kentia Hall stage and a new stage near the front entrance of the show. The shows have been receiving great response from both the vendors and the buyers and continues to be challenging and fun.
The Show: To Entertain and Inspire.
The show also seeks to entertain the attendees of the California Gift Show. And it most certainly did.
All of the fashions and props were EuroEthnic inspired and provided by many of the vendors.
The show began with a dancer clothed in a modern update of the traditional African sarong in bright yellow, deep greens and blacks. The dancer/models wore accessories from the various vendors including feather head pieces, and colorful waist bands.
The next set featured wedding interpretations. Wedding shawls from Eastern India were provided by Romona. They flowed in sweeping motions to the music. The skirts sparkled like sunlight with colorful embroidered beads.
Hot Salsa Brazilian and Cuban looks were highlighted in the fashions by Betty Bottom and Asylum Down. The dancers moved with excitement and swing their hips in synchronization to the beat of Gloria Estaphan.
A touch of Africa. White broadcloth dresses with gold prints in the style of old the old south. A very Louisiana feel indeed.
The finally was a rousing performance to the sound of Sun Chyme and the models wore simple, but richly colored batik dresses and colorful flowing hand ribbons. The lead was outfitted in black with a lightweight overcoat emblazoned with white Indonesian graphics.
And as any good promotional event should have, vendor contact sheets were handed out. A very inspired and fun event with a successful application of fashion as a marketing tool.
Victor Osaka
