La decisión estratégica de acudir a una feria

A la pregunta de si es importante acudir a una feria o no para mostrar físicamente tus colecciones en un nuevo mercado y hacer una primera aproximación a tus compradores potenciales, la respuesta sería SI, pero no vale cualquier feria. 

Al igual que no interesa cualquier mercado, ni cualquier tejido, ni cualquier taller de confección o manufactura, seleccionar adecuadamente la feria donde mostrar nuestro producto y encontrar nuestro comprador potencial, debe ser un un decisión analizada, estudiada y contrastada. 

Es muy importante localizar nuestras opciones y estudiarlas bien. Son muchas las variables a tener en cuenta como el coste de inversión o la afluencia de público. Que ocurre si nos encontramos con una feria que sobrepasa nuestro presupuesto pero que tienen una gran afluencia de público? Nos interesa aunque tengamos que hacer un mayor esfuerzo económico? Quizás haya mucho público pero no sea el que nos interesa? Los compradores que acuden son nuestro target? Quizá sea interesante acercarnos a una feria que aunque mas pequeña, si esté mas segmentada, donde la afluencia sea menor pero haya un porcentaje mas alto de público objetivo?. ¿Y es mejor un Stand propio o puede hacer participación conjunta con otras firmas a través de un Showroom? ¿Me resta identidad o suma generando sinergías entre empresas?

Estas son solo algunas de las preguntas que debemos hacernos antes de decidir a que feria acudimos. Pero hay otras preguntas previas que no debemos olvidar y a veces no las tenemos en cuenta y nuestras inversión se convierte en un gasto y una experiencia negativa.

¿Estoy preparado profesional y económicamente para llevar a cabo esta acción? Sea mayor o menor la inversión, dependiendo de si decidimos una u otra feria y si vamos solos o en agrupación, la asistencia a feria es una acción de apertura de nuevo mercado que requiere “constancia”. Hacer una buen estudio previo de la feria para asegurar la idoneidad nos aportará seguridad y hará que nuestra inversión, a medio y largo plazo, rentable. Y a corto plazo también lo será porque significará el primer paso hacia un crecimiento de tu empresa. 

Hay que dar pasos seguros… pero sobretodo firmes. Que sepan que venimos para quedarnos.

Si quieres más información visita www.beinfashionspain.com o escribanos a This email address is being protected from spambots. You need JavaScript enabled to view it.

Formshow NYC

Capsule Trade Show NYC

Ambient Tradeshows

BHAVA is a women's fashion shoe brand founded by designers Francisca Pineda and Rushali A. Sanghani.  The duo first met in 2006 while collaborating on runway accessories for Cynthia Rowley in Hong Kong.  Bhava is named after the designers' shared devotion to purity and consideration for others, the highest form of Bhava.

Francisca has come to Spain to visit some retailers with Beiñ. In these days Francisca has known how fashion industry works here and she wants to come back very soon. Now we are going to talk a little bit with  her about fashion industry, spanish fashion and much more.

Why did you decide to manufacture in Spain?

In NY I am a member of a small SHOEMAKING group with many industry professionals.  Several of the members had mentioned the high quality of the Spanish footwear industry, and their positive experience.  I started asking around my contacts and was able to be introduced to several factories which I will be starting to produce with this Fall for  a high quality black label range in the Bhava assortment.

What are your favorite textiles to manufacture?

Bhava is a brand that puts ethical sourcing of local, artisan, and eco-conscious materials at the fore front.  For our next collection we are very excited to introduce new textures and hand painted details that the market has not yet seen in footwear.  We are always looking to break through boundaries of "traditional" footwear materials and introduce artisan products like hand-painted exotic embossed cork, or inlays of fine locally sourced metal mesh.  Every collection introduces a new idea, and is inspired but thinking outside the box for new materials from limited edition exclusive sources that have not yet been imported into the US.  We've also collaborated with artisans on limited edition runs of hand woven fabric that have been very well received by customers and retailers.

"There is a wonderful sense of play and fantasy in the work or the Spanish emerging designers."

What do you think about Spanish fashion? And the spanish emerging designers?

The word that kept running through my head when I was in Madrid during fashion week and seeing the designs from the emerging designers was a subtle underlying feeling of "surrealism".  It's not easy to describe , but there is a wonderful sense of play and fantasy in the work or the Spanish emerging designers.   Combined with an attention to detail, knowledge of high quality fabric treatments and flawless presentation,  I am very inspired by these designers and strength of the maker movement that I saw specifically in Barcelona.  Several of the apparel and accessory shops had open studios where you can see the product being made right in front of your eyes.  Authenticity, attention to detail, and effortless creativity are what you can expect from Spain's emerging designers.

Which steps do you think that designers must to follow to get into US market?

Before entering any market it is important to evaluate wether your product is right for each specific state and city in the the US, for example, California is very different from NY.  Once you have established what city your product works best in, it is important to research the small boutiques in those cities and contact those whose aesthetic and price point are the best fit.  Instagram, is very important here as well, and following the accounts of the local based retailers will give you a good idea of who their customer is and what are their most featured products are.  Having a line sheet priced landed, in US dollars will make it easier for boutiques to see if your product will fit in their assortment.  Most important is to put yourself in the boutique owner's feet and imagine how best to communicate the differentiating factors that your product brings to market that no one else can compete with.  Fashion is about what is new, you should be excited about presenting your collection and clear on why you think you can add value to their store.

"The US is one of the largest consumer economies, and in a luxury price point demands the high quality and attention to detail that can be found in Spain."

What do you think the US market offers to fashion designers?

I see two things happening in the fashion industry right now.  Opportunities for niche designs are opening up as e-commerce has increased the variety of choice that is available.  In some ways, niche shopping is creating mini-communities supporting indie designers, these seem small, but because of the increased international visibility of all designers all around the world there is an increased audience. Some things are getting very small and specific , while others are growing and increasing.  The US is one of the largest consumer economies, and in a luxury price point demands the high quality and attention to detail that can be found in Spain, because of this there is a demand for European made quality not just in the US but increasingly in Asia and other parts of the world that are looking to differentiate their assortment with authenticity and the centuries of craftsmanship that can be seen in countries like Spain.

What do you think about Beiñ team & work?

I have known the Beiñ team for a few years now as we have collaborated on events and now through my work in Spain.  Gloria and her team have always impressed me with their  professionalism, positive attitude, and attention to detail.  From an event flyer to organizing meetings, every detail and logistic is carefully planned to ensure success.  I highly recommend Beiñ for their experience, hard work, and the genuine passion that they put into every project.

Meet Eugenia

Welcome my fellow fashion rebels. If you have been keeping up with our Instagram {@BeinFashionSpain} you already know that we have a new PR Girl in town…, which happens to be me! You can call me Eugenia or by my name on social realms {@classy_eug}.

Where do I start? So I am currently a senior who is on track to graduate with a marketing degree in May of 2015. Surprisingly enough, all my fieldwork has been concentrated on fashion and events public relations.

A little more on a personal note now, I consider my self a food junkie and believe I was a hippie in a past life. I am a lover of all things fashion, especially street fashion. People-seeing is one of my favorite things to do. That is where I draw most of my inspiration. I am currently living between New Jersey {no, it is not that bad!!} and New York City. One of my biggest life goals is to learn how to fully embrace life and not hold back on anything. 

I started working with Bein in September of 2014 helping out during Fashion Week, but am now back on a more serious note. I will take on the role of being Bein’s new PR Girl, which includes expressing my thoughts and fashion sense through this amazing, creative outlet called Bein Fashion Spain. Hope you all are as excited as I am!!

Just so you all have a heads up as to what my contribution to this blog will consist of, I will always be circulating something in the realms of fashion, lifestyle, and events that are happening around the area. If there is anything you classy people would like to hear about, feel free to connect with me! Also look out for a special segment where I will be exploring the different boroughs of New York. I will take a day where I go and explore the city streets that make up each specific borough inside out. Consider it to be my mini lifestyle tour guide to all things city-cool from me to you! 

I am so excited to start this new journey and look forward to all the experiences this new professional encounter is about to bring me. It will be interesting, even for me, to see how a current college student takes on the task of being a PR Girl for a growing company while still juggling the college act.

With all that being said. Hope you all decide to hop on this trendy wagon with me and follow the blog regularly to read about my thoughts.

Make sure to follow our Instagram where you can catch every day pics of things I find cool, classy, and savvy. 

Always remember…stay classy and do all things with love! MUAH

TIE OR BOW TIE?

Now is time to go parties, weddings and official acts, is for that your outfit should be perfect. Wearing a suit or smoking doesn´t matter the real problem is the accessory for men: tie or bow tie? that it is the question and we have the answer. BOW TIE is trend now and if you want to look elegant in an easy manner is your perfect complement.

Top designers as Dolce and Gabbana or Dior are selling this product and also there are a lot of new designers that are making real art works with their designs as La Pajarita, Guiëm or Rama-Lama. Chose yours and give your outfit a hipster style. 

Don´t forget to visit us and shop Guiëm designs.

By @cuquita86 for @beinfashionspain

Interview with Melissa Gonzalez (Pop-Up Architect)

CEO of The Lion’esque Group & Co-Founder of THE MARKET

1. In New York City everyone knows about Pop Up Stores and there are dozens of new ones opening each day. In Spain, though, this concept is just starting to spread. Could you describe, with your own words, the concept of “Pop-up store”?

 A pop-up store is an event. It’s an opportunity for a brand to connect with customers, press and influencers in a unique and authentic way. A pop-up store is an temporary time to make a permanent impression.

2. Which would you say are the benefits for any designer to open or be part of a pop up store?

There are a number of benefits for a designer to open a pop-up store. Benefits will vary depending on the over-arching goal, but universal benefits include: testing a new market or product line, customer engagement and brand awareness. Designers can test price points, styles and deeply immerse their customers into the story behind their brand and design process.

3. And specifically for emerging designers from abroad wanting to enter into the US market, what does it bring to them?

 By launching a pop-up store, designers can test the US market, gather customer feedback. They can test fit, pricing with customers; they can present to wholesale retailers and they can grow awareness among press, bloggers and stylists. 

4. These days, the pop up concept has spread all around the city and the offer is overwhelming. What makes RS POP Shop different?

RS POP, part of THE MARKET at the Roger Smith hotel is truly a turn key solution for designers. Setting up a pop-up store can feel overwhelming, especially when entering a new country and market. At THE MARKET we offer comprehensive packages, which include features beyond simply renting a space. Our packages include rent, wifi, electric, alarm, have bathrooms, a painting crew, design guidance, a brand video and social media and marketing support. 

5. Are there any specific actions you carry on in order to help the designers connect with the fashion industry (in terms of buyers, media, etc.)?

We work with our clients months before arrival to be sure they are prepping the necessary assets for press, calendar of events and where possible strategic sponsors and partners for cross-promotional opportunities. We also work with our clients to prepare an editorial calendar for social media campaigns.

6. Are there any specific requirements that a designer should fulfill before deciding to open a Pop Up Store?

First and foremost, a designer should understand their goals before moving forward with planning a pop-up store. Goals, brand voice and customer profiles are crucial in order to effectively plan successful pop-up activation. Understanding these elements will inform location decisions, size of space, design and marketing choices.

7. You are one of the two heads and masterminds of THE MARKET. How would you describe your role and Mr John Knowles? How did you come up with the idea in the first place?

John and I co-founded the revolving pop-up store concept at the Roger Smith hotel together in 2009. We began with one store, called RSPOP and we have since grown the concept to 3 revolving storefronts, ranging from 300 to 800 square feet. We also have a 4^th space under construction, which is set to launch at the end of the year.

The idea was born out an experiment with a model casting which evolved into a trunk show and ultimately a pop-up store. It’s has been running monthly since Fall 2009.

 8. Last September Beiñ opened its first Pop Up Store in RS POP Shop space. What did you think about Gloria López (founder and CEO of Beiñ) and her team?

Gloria Lopez is an extremely passionate businesswoman. She is truly dedicated to bringing up and coming talent into the US market. See this video

9. And last, but not least. All emerging designers are young entrepreneurs and you are an entrepreneur yourself… Some words of wisdom to share with them?

As an entrepreneur, my biggest piece of advice is take it all in stride and remember this is a marathon, not a sprint and there will be hills and valleys, and sometime sprints. They key to success is being adaptable and nimble, and remember to have fun.

Lower East Side , is the oldest and biggest area in  New York. The Lower East Side was very poor and full of inmigrants. Some parts inside this area have other names such as East Village or Greenwich Village;  

Artists and night club is what you could find in these street full of people no matter what time of the day

Lower East Side had one of the most important club of New York e CBGB (315 Bowery) where bands such as  Ramones, Blondie and Talking Heads played.

You also can find Kosher shop and bakeries, one you may know is Katz’s Deli, popular for the scene of the movie  When Harry met Sally (1989)

In Fashion Orchard st is the most important and famous

The best boutiques you should know are vintage clothing by David Owens and the amazing designs of   The Dressing Room Boutique. 

The most trendy shops are  Proyect nº 8 (nº 38), the hats of Victor Osbourne (nº 160), emerging designs from  The Dressing Room Boutique & Bar (nº 75ª) or the wonderful watches of   Dedegumo (nº 188), the only japanesse shop out of Japan.

If you don´t know what to wear to visit the Lower East Side, visit our Onine Shop  http://shop.beinfashionspain.com/en/ 

Chelsea is a neighborhood  in New York where you could find the most important art galleries that many years ago were in the Soho. In the 90´s all this art movement moved into the old industrial fabrics around Chelsea.

Visual arts, fashion, contemporary art meet in Chelsea. From 15th street to 29th street between seventh and tenth avenues you could find several art galleries or amazing stores from vintage clothing to first class firms. Visit this web for further info about art in Chelsea http://chelseagallerymap.com/.

There is a really good option to visit all the expositions called "openings" and they normally take place every Thursday.

Emerging designers, pop-up stores and samples sales are the key words about fashion in Chelsea. The most important place to discover all this is the Chelsea Market. It is a building that means the changes between the old neighborhood full of fabrics and the new place full of trends. This building was the old fabric of the Oreo biscuits.

Getting off the 15th street in the right side you can see the High Line and if you walk across you will see a lot of amazing fashion shops: chic and alternative concept. Is for this reason Chelsea is an important point in New York to discover new trends and brands

The perfect outfit to spend a day in Chelsea. You can find these designs at www.beinfashionspain.com 

NoLIta is a neighborhood in the North of Little Italy as its name says. At the East of the Soho this area has turned into a reference for trends in fashion and for having the most luxury and coolest boutiques in New York

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Nolita was many years ago inside the neighborhood Little Italy and full of people from the suburbs specially from Brooklyn. However it changed when in the middle of the 90´s famous people moved to this area. David Bowie or Moby were some of them. Yuppies, restaurants, bars and boutiques occupied Nolita until today.

Be cool, be trendy, the elegance and the sophistication are the perfect adjetives to describe this area that have no competence in all Manhattan to be at the forefront in fashion, design and luxury. Walking around Nolita you can feel the influence of the East Village: colorful walls, street art and underground locals. The typical houses with the fire stairs in the street are mixed with minimal and chic locals. Have the best image and be the most risky in the place is a competition between the owners of restaurants, bars and boutiques. 

 “ Underground chic “ is what is Nolita and the best way to discover this neighborhood is go there dressed with these designs. You could find them at www.shop.beinfashionspain.com

Ecoology, Beatriz Peñalver, Costalamel and Angradema López brands.