Cargo Overview Jul09
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Cargo Overview Jul09

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Cargo is back for its 3rd installment, marking the independent fashion trade show and shopping event’s one-year anniversary, July 20 and 21, 2009, at the St. Patrick’s Center in New York City. ...

Cargo is back for its 3rd installment, marking the independent fashion trade show and shopping event’s one-year anniversary, July 20 and 21, 2009, at the St. Patrick’s Center in New York City. Once again, the two-day event will feature lifestyle pop-up shops from some of the industry’s hottest brands. Apparel, footwear and accessories brands will sell wholesale to retailers, while the general public is invited to shop discounted and exclusive inventory in an atmosphere filled with music, gifts, drinks and art.

Cargo broke the mold a year ago with an intimate show that created a new model for conducting business in the fashion industry. By the second show in January 2009, Cargo more than quadrupled in size and became the first fashion trade show to open its doors to the public.

With this anniversary show, Cargo brings the fashion industry another one-of-a-kind event, and as always provides additional avenues for established and emerging brands to showcase and sell their products for this season and next and generate buzz for their fresh product.

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Cargo Overview Jul09 Document Transcript

  • 1. Background Born of a vision to provide an alternative platform for the designer sportswear and luxury streetwear markets, Cargo launched in July 2008 in New York City. The first event showcased a handful of progressive brands in a non-traditional venue in New York City’s Lower East Side, the burgeoning boutique shopping and avant-garde nightlife scene. With good music, drinks and an intimate atmosphere, Cargo provided a productive ambiance for an exceptional debut. In just two days, Cargo attracted over 600 fashion industry professionals proving the need for a new, revolutionary choice in the way tradeshows function. Following the debut, Cargo received incredible buzz. The sophomore show in January 2009 again broke new ground by opening the event to the public with Cargo’s Shopper’s Delight, a lifestyle pop-up shop. The show quadrupled in size, showcasing a total of 27 brands and attracted nearly 2,000 attendees.
  • 2. January 2009 Our Challenge Due to the economy, the fashion industry found itself In the worst retail environment the industry has ever seen. Budgets were cut, buyers were either not attending trade shows as they had in previous years or they simply were not buying. Retailers had a dismal record of sales and found themselves sitting on inventory that they desperately needed to sell. A conventional trade show for the industry only was not the best solution for the retailer going through economic hardship. Our Solution We developed Cargo’s Shopper’s Delight, an independent fashion trade show event and lifestyle pop-up shop—the sole trade show open to the general public. During the two-day event, fashion brands sold wholesale to retailers with the added benefit of having consumers shop their favorite urban, sportswear brands and emerging designers under one roof. WHEN: January 19 & 20, 2009, 10 a.m. – 8 p.m. Opening night reception: January 19, 9 p.m. – 1 a.m. WHERE: St. Patrick’s Center, 268 Mulberry St., NY, NY Opening night reception: Libation, 137 Ludlow, NY, NY WHO: 2,000 consumers, fashion buyers, retailers, designers, press
  • 3. Testimonials “The Cargo Show is a solid energetic alternative to the same old cookie cutter apparel shows. It provides a great environment with good people and a good mix of brands, both starting up and established, with one thing lacking....pretension!” - Laurent Huttinot, The Brothers Brooks Showroom “At Wildchild Nation we're always looking for economical opportunities to generate sales. Not only were we able to cover our booth fees from cash and carry sales at the event, but we also grew our wholesale business with several boutique orders and made some great networking connections.” - Marc David, Wildchild Nation “Bigger is not always better and the CARGO trade show is a testament to that notion. It was well edited and had a laid back atmosphere. It offered everyone a more intimate experience that is conducive to building relationships.” - Eric Cano, Antenna Magazine
  • 4. Experiential Activation Lifestyle Pop Up Shops Cargo’s Shopper’s Delight provided a platform to the following brands from across the country. Each used a 10’ x 10’ booth space to exhibit their upcoming lines for the next season to wholesale buyers, while selling their inventory to the general consumers at a great price. Amivectio FlyKickz Oluwa clothing Tatoot Bags Bryson Brooks FutureKicks One punch machine gun THESNKRBOX Cultured Apparel Good Wood Raza Triko Daylnn Clothing GOTTKGO Rebel Aire Triple Fat Goose Donkey Clothing JED Rich Yung Unnecessary Clothing DPRC I-denti-tee Scroll “N” Artz Wild Child Nation E.5 Charlie Lavie Sweet Cheba
  • 5. Experiential Activation Sneaker Battle Bringing another unprecedented element to the event, Cargo’s Shopper’s Delight featured a custom sneaker battle, in which artists from across the country were invited to enter the competition. Five finalists were selected to showcase two custom sneaker designs live at Cargo’s Shopper’s Delight for attendees to vote for the winner. The sneaker battle was a success in adding an artistic twist to the trade show, further engaging consumers and authenticating the lifestyle that is at the root of Cargo. FlyKickz, Connecticut Futurekicks, New York GOTTKGO, Connecticut Reble Aire, New Jersey THESNKRBOX, Atlanta
  • 6. Experiential Activation Sponsorship Integration Cargo’s Shopper’s Delight provided a platform for sponsors to engage an often elusive group of fashion-forward consumers and fashion industry decision-makers and trendsetters. Through each specific activation, the following sponsors contributed to the overall Cargo experience. Beck’s Beer Beck’s bar at Cargo’s Shopper’s Delight event, branded premiums at bar and in gift bags, sponsorship of opening night reception, on-site signage and logo exposure, logo in marketing materials and website Smartwater & Vitaminwater smartwater bar with at Cargo’s Shopper’s Delight event, logo in marketing materials and website, logo exposure at opening night reception Café Bustelo Bustelo coffee bar at Cargo’s Shopper’s Delight, branded gift bags, product sample in gift bags, logo in marketing materials and website, logo exposure at opening night reception Oral Fixation Product sample in gift bags, full-size product in VIP gift bags, product distribution and logo exposure at opening night reception, logo in marketing materials and website WB Mason Professional products provided for exhibitors, WB Mason staff presence
  • 7. Media Partners Maximizing Cargo’s Reach Through strategic media partnerships, Cargo reached a broad yet targeted audience both locally in the New York area and nationally. KarmaloopTV The largest streetwear e-retailer. • Announced Cargo’s Shopper’s Delight through the Karmaloop blog • Attended Cargo to film event coverage • Aired a four minute Cargo segment on KarmaloopTV’s Daily Loop Antenna Magazine Leading fashion industry/lifestyle magazine. • Featured Cargo’s Shopper’s Delight on Antenna website via hyperlinked banner • Provided product for gift bags LTD Magazine Exclusive streetwear industry publication/retailer guide. • Featured Cargo’s Shopper’s Delight on LTD website via hyperlinked banner • Provided product for gift bags • Upcoming issue to feature in-book recap Vibe Consumer lifestyle publication. • Featured Cargo’s Shopper’s Delight in e-newsletter • Provided product for gift bags • Upcoming issue to feature in-book recap Thrillist.com Men’s fashion, entertainment, trend website. • Featured Cargo’s Shopper’s Delight in recommended events e- newsletter and on homepage of website • Invited Thrillist subscribers to invite-only private shopping hour
  • 8. Press & Blogger Coverage • Amivectio • Elegant Scrollin • NocheLatina • Anatomy • Format • Rawkzfixed • Antenna • Going New York • Social Networks • Around the Way Girls • Hip Hop Press • The Source • Cashmere • Josh Spear • Thrillist.com • ClubPlanet • Karmaloop.com • Time Out • Exhibiting brand blog’s • KarmaloopTV • Urb Magazine • e2k • Ladies Lotto • Vibe Magazine Total Impressions: 5,000,000+
  • 9. Cargo Manifesto Cargo Manifesto is a one of kind monthly newsletter that covers a variety of topics within the fashion industry. Past Manifesto’s have included the trendy group Gym Class Heroes to the Who’s Who of the industry featuring fashion buyer juggernauts Will & Holland of Karmaloop.com and Publisher of LTD Magazine Hawaii Mike. Cargo Manifesto provides a refreshing perspective and an inside look to the fashion industry with candid interviews from designers of their favorite fashion brands to artists and personalities that are forever pushing fashion forward. Cargo Manifesto Facts: • Monthly newsletter • Great platform for Advertising • One-of-a-kind within industry • 7,000+ subscribers with high pass-along rate
  • 10. CargoTradeShow.com
  • 11. Marketing Materials Cargo’s Opening Night Reception Flyer Cargo’s Shopper’s Delight Flyer Cargo’s Sneaker Battle Flyer
  • 12. Next Shipment What: Cargo Trade Show’s Cargo’s Shopper’s Delight When: July 20 – 21, 2009 Where: St. Patrick’s Center, 268 Mulberry St., New York, NY Who: 2,000+ consumers & industry insiders