Get ready for a unique twist on the traditional trade show experience! The Chicago Collective is about to shake things up, and it's not just any old event - it's a powerhouse in the men's specialty retail world. But here's where it gets controversial: even closets are being transformed into exhibit spaces!
The Chicago Merchandise Mart, organizers of this popular biannual event, are facing a space crunch. With an extensive waiting list of brands eager to showcase their products, the team is getting creative.
"If there's a closet available, we're taking it," says Danielle Owen, Vice President of Sales. And they're not joking! They've even converted bathroom doors into display areas.
But don't worry, there's still room for everyone to, well, do their business. The fall edition promises an impressive 437 booths across two floors, showcasing a whopping 744 brands.
The seventh floor, the show's original home, is now joined by the fourth floor, offering a more open feel. "It has a different vibe," Owen notes, "but certain brands love it."
And while the Italians remain the biggest players, with their espresso bar and cocktail parties, this year's event has something for everyone. From complimentary breakfasts and lunches hosted by Barbour to a series of unique dining experiences, the Chicago Collective is pulling out all the stops.
For those who like a tipple, there's an array of free alcohol (and some non-alcoholic options) on offer, with brands like TravisMathew, Piloti, and AG Jeans serving up everything from espresso martinis to Bloody Marys.
And if you're feeling adventurous, Uyn is hosting a Winterproof group run at 6 a.m. on Sunday - a true test of endurance in Chicago's February temperatures!
But it's not just about the parties and the drinks. The Chicago Collective is known as a true order-writing show, attracting retailers from overseas who appreciate the timing, post-European runway shows and pre-New York Fashion Week.
"If we can chip away at the international market a little at each show, we can make a real difference," says Monique Kielar, Vice President of Marketing, Apparel.
And this is the part most people miss: the Chicago Collective is also about building relationships. The organizers, Kielar and Owen, are using these events to solidify connections with retailers and brands.
"We're trying to cover a lot of ground and build these relationships," Kielar explains. "This dinner, for example, will help us and the brand strengthen our bonds with retailers."
So, while the Chicago Collective may be known for its successful formula, the team is not resting on their laurels. They're carefully navigating the transition, ensuring they continue to deliver an exceptional experience while expanding their reach internationally.
"Our clients are happy, the retailers are coming, and as long as we can keep this momentum going, we're happy," Kielar adds.
And with that, the Chicago Collective is ready to welcome attendees for another successful edition, proving that sometimes, if it ain't broke, you can still add a few unique twists to make it even better!
