Trade Show Insights: A Primer on the ABC Show

ABC Kids Expo - Coming Sept. 13!

ABC has been the alpha-buzz at children’s apparel and gift shows over the last few years. There is interest, anticipation and a little mystery among children’s apparel manufacturers about the ABC Kids Expo, September 13 – 16 at the Las Vegas Convention Center. (http://www.theabcshow.com) I get asked more questions about the ABC Show than any other. Since JPMA discontinued its trade show a couple years ago, the ABC Kids Expo is currently the only national trade event designed especially for the juvenile products industry.

There are sales opportunities for children’s apparel manufacturers at the annual event, which boasts over 1,000 vendors, but some cautions too. For manufacturers thinking about the ABC Show for 2010, they should attend the3 show as a guest and see for themselves this year. Here are some insights about the ABC Show that can help manufacturers make an informed decision to participate and increase sales among juvenile product retailers.

Focus on Independent Retailers.

ABC was founded as a partnership between independent specialty store retailers and manufacturers who support them, to promote the long-term growth of the industry as well as to provide valuable opportunities for networking, education and savings. The show’s focus is on products from newborn through teen, predominantly in the areas of furniture, bedding, room décor, baby gear, gift and layette, toys and related accessories. For apparel, the market is primarily focused on newborn through pre-school, and usually more gift-oriented or impulse-buy selections.

Independent Trade Groups.

Get to know the juvenile product market and how they differ from children’s apparel stores. ABC was created to benefit the independent specialty retailers in the baby product business. The show is produced under the direction of a non-profit board of directors comprised of independent retailers and manufacturers that recognize the importance of this distribution tier. The majority of retailers that attend ABC are independently owned and operated associated stores or franchises belonging to one of these industry groups:
• Baby News http://www.babynewsstores.com/
• Baby Furniture Plus Association http://bfpa.us/
• NINFRA (National Independent Nursery Furniture Retailers Association) http://ninfra.com/
• USA Baby http://www.usababy.com/

These trade groups allow the independents to harness greater volume buying power among juvenile product manufacturers. A key to success is to get your company on the manifest of one or more of these groups. Once an approved vendor, you may be invited to include merchandise in the consumer catalogs from these stores. This affords you an opportunity to increase sales volume, while reducing sales efforts, among many outlets.

Offer Something for Different Needs.

Be aware that ABC primarily caters to the needs of independent specialty retailers. This year, it is open excusively to indepdents for the show’s opening day. Mass merchants, chains, catalogs and e-retailers are invited to attend the other days.. If you want to sell to different tiers, you should plan to differentiate your lines by price point, packaging or style to satisfy the needs of all groups. Independents prefer buying product that can be exclusive to independents and their territory, rather than something that may be discounted at a mass merchant. An important way independents compete is to offer unique merchandise not found elsewhere in their region, combined with excellent customer service and product knowledge. Give them what they want and need and you will build lasting sales relationships.

The ABC’s of Selling Apparel.

Does apparel sell at ABC? That depends. Layette, gifts, infant/toddler sets, special occasion (christening) and novelty impulse buys have been the most successful at ABC. Pre-walker shoes and hair accessories also include several returning brand-name vendors at ABC. Most of the ABC buyers are not experienced clothing or footwear buyers. They are motivated more by the gift appeal and profit margins. Their customers are not coming to them primarily to buy clothing. ABC has not been the venue for larger kid sizes and high-end collections. Clothes sell to those juvenile product retailers looking for a new profit center – which can include gift-oriented, self-sell apparel. Many of the retailers are baby furniture stores. When customers go to the stores, they could leave with nothing in hand, since sales are usually delivered via special orders. These prospects are ripe for impulse buys and the retailers want to grab sales rather than for them to leave empty handed with a delivery receipt.

ABC offers special exhibitor sections for Modern Child, Naturally Kids and First-Time Exhibitors that might be a good fit for your styles. Unlike ENK Children’s Club, MAGIC and KidShow, ABC buyers are not visiting first and foremost to buy fashion. Apparel vendors are most often a last-minute spree if time allows.

Target Your Pitch.

The ABC show is generous in supplying vendors with retailer and media contact information. They provide opportunities to promote your presence before, during and after the event. If you do not already count juvenile product retailers among your list of buyers, ABC affords a good opportunity to branch out into different markets. Both apparel manufacturers and juvenile product retailers are looking for new areas to generate business. ABC is not for all clothing manufacturers, but with research, promotion and the right product offerings, it could become a perfect fit for you.

Plan to Exhibit in 2010? Sign Up Early.

ABC grows every year and sells out early. Many vendors will register for the 2010 show by the end of this week. If you wait until there’s a waiting list, hang in there. Several companies on the list get in at nearly show time. For all the trade shows, it is good to visit the events if possible prior to becoming an exhibitor, talk to the show managers and tell them about your lines and ask about their buyer attendance, Plan your 2010 budgets early.

Buyers, Be There! Do Your Homework.

I encourage buyers from all types of children’s retailers to attend the ABC Show, and other trade events this buying season. I believe in the traditional values promoted at trade shows. Touch it, see it, feel it . . . look the vendors/designers in the eye and complete deals with a handshake (or even hugs!). To me, attending trade shows is an obligation of your business. I would not have let my kids decide to not do their homework. Going to trade shows, discovering new products and strengthening old relationships is the “homework” of retail buyers. Personally, I do not understand the reasons (excuses) I have heard over the past several years as to why more buyers do not attend various trade shows. I look at buyer attendance as a responsibility of buyers to help ensure they are doing all they can to succeed, and to serve the varied needs of their own customers. The manufacturers put a lot of time, money and effort in attending the trade shows. They put on a great show, and you are invited. You owe it to the children’s industry, and your business, to attend. Without mentioning “the economy.”!

Let us know your success stories at ABC and other trade events. , and any tips you may have to help others in our industry make informed trade show decisions. ABC has become a valuable asset to the juvenile product industry and we celebrate their continued success. What do you look for in your trade show decisions? Comment here, or Email Editorial Director David Gaunt, .