41ie Canadian Jewish News, Thursday, December 21, 1989-Page 47
Fashion
M6re them 5^000_-bv^ event
.-■By. ■ MARIE MOORE
^ '^*' The next edition of the Canadian International Womenswear Show and Premiere Lingerie is slated for March 3 to, 5 at Montreal's Place Bonaventure.v A full program of seminars, fashion shows and special events is planned.
The September edition of the show attracted about 5,650 bbria^fide buyers. Of these; ■•-at'least-30G-"were American, marking an increase of almost 20 per cent from the previous event. Retail buyers from the United States included such noted stores as: La Grange, Georgia; Man-sour's,.. Illinois; Evans, ; MarshalLEields and Sears Roebuck, Michigan; Gan-
' tos. Jacobsbn's and Winkelman's, San Diego; Ann Stuards, Los Angeles; Clothesline, Pittsburgh and Retail Ventures, New York, as well , as three chains (Brooks Brothers.
■. Van Bufen/Carr and Associates and M & M
. Stores).
The consensus among Americans polled at the show was that Canada offered "fresh merchandise" and "something different to add to their apparel assortments" and "North American fashion with a French flavor."
In an interview following the event; co-organizer Ghantal Tittiey Moreaulf. spelled out some, of the
tlogistics of the three-day affair.
"This .show saw 29? .
„-....;bmtl).S. which promoted , 600 labels from around the .
'.. world. The Space varied in
: costlrom S17 to S2l:50 a : square foot tbr the par-, tieipanis. The eveni itself .
.. does not receive anv mo-hies directly from the Qire-bec . goVefhifiehi7'' she"^' said, additing that n does contribute about $500 towards the pricie of space for members of the Quebec Fashion ApparePManufac-turers Guild. This group is part of the committee
■ which liaises -with the ; jihow's organizers.
Eastern flavorfor their customers.
"This is paricularjy impressive beciause of the fact that there is a very big show going on at the same-time in New York. We had hoped that many of them would fly the short hop for ajquick look-but our inclement weather had nixed that." Moreault said.
"We are also very proud of our foreign participation on the "floor; Wis feel we are able to interest th^_EuT ropeans because of the Fur Show^ which has more or less become the blueprint of this event. It is the second most important of its kind in the world ... and especially well attended by the Germans, hence their participation here.
"In fact, the Germans have chose to exhibit here; exclusively in the NorthL-American market. The PRQFEM delegation from France also shows in New York, so their.being here is a compliment. The Mexicans (featured at the September collections) approach us.
; Filled.,
show prestige."
Does this mean _ that producers of the event believe that only European labels qualify as "prestige" clients? -
Obviously, organizers feel the need to enhance their credibility with a heavy accent on the show's ticrin with European culture, as well as European garments. After speaking nothing but high praises of the show's progress during thelast four seasons, this writer was extremely distressed to read the latest Canadian International Womenswear press release.
It states that in addition to offering Americans polled at the show "fresh merchandise and something different to add to ■ their apparel assortments", -the garments provided _ U.S. buyers with "North American fashion with a French flavor."
This statement was immediately followed by; "The. Canadian International Womenswear Show is held twice a year in Montreal, the largest French city after Paris, well-known as a fashion cross-road between Europe „ and North America.""
this with
e
' "Labels which- want more than just space pay additional fees.for a 'turrir key' package at the show. This:gives them walls, garment racks, furniture, signage, electricity, carpeting and post-prpd.uction clean-■ -up.
"We use that money to pay for the cost of our seminars, buyers' night festivities .show staff, advertisement and promotional vehicles. Each participant benefits from those promotions ... literature is forwarded to 25,000 : buyers and media represen-. tatives in Can^jfaand the ' U-S. Some of-it even finds its way to Europe. '
"There" ai^ approxi-mently 7,000 American buyers on our mailing list. More than 300 of them pre-7 Ijegistered this time. As-well, about 500 Western Canada buyers afe here, looking to purchase ah
■'After: the show they held on their own last year, they decide.d"tt"iTiight be better to associate with an established vehtie and take advantage of a larger, more reciprocatiye audience. I 'think they've done a wonderful job here and surprised a jot of people with. the quality of their garments.
"Italy has been talking about having a more significant presence here next year. 1 think that would be wonderful! We are also in : . the middle of discussing the possibility of doing more with Canadian designers-and manufacturers from all across the country. At.this point, about 70 per cent of our directory is Canadian/ (The same statistic does, tiot apply to floor-space.)
■i believe we have filled a gap here. Our aim. and I think we have already achieved it. is to show Canadian firms froni all over the country to Caha-. dian buyers from all across the land. Secondly,. we want to give Canadian companies, as a group", a window to the American buyer," MoreauU said.
With these two goals in mind .why has .the. Canadi-. an International Womens^' wear Show had chosen to provide competition for Canadian designers with .the participating German; American, Italian, French and Mexican labels? "Well, you also want to offer whoever is shopping;, a range of choices on an iri-ternational scale. We feel that / buyers want this. There are not that many/: shops_ who specialize in . Canadian goods only.
Moreault's remarks in an earlier interview — "i think this show may be in--sfrumental in educating Canadian designers and
improving their product." One has to wonder if (he real message here is that we should embrace more of the "French" influence Which obviously plays such a strong part in shaping the culture and attitude in the second largest French city, after Paris — in order to earn international recognition.
One also miist question what kind of an~imp'ressibh is forming irt the minds of foreign press and partic-panis When they receive press releases such as this.
Do they perceive the Canadian International NVomenswear Show as a showcase for .the North American extension of the French fashion industry (with a Canadian flavor). . or vice versa?
As far as this writer is concerned, neither piercep^ tion is valid.Of the 17 'top Canadian designers" listed as participants in the same press release, nine are based outside of "French" Quebec. All of iliem, including those from Montreal, have worked very-hard to develop their oWn distinct styles and would probably be insulted to find they' ve been promoted as part of a "French" venue, rather than a Canadian one. If we continiie fo present
ourselves as rnere extensions of other societies, who will recognize us as the Canadians that we are?
What can we hope to offer -the^orld market that isn't already therie, if we put someone else's label oh our product?
This show is not about the city of Montreal, or the fact that its organizers think of it as a" French "city. It's hot about politics, :either. It's about the development and promotion of the Canadian fashion in-
dustry.
It is not neccesary to validate the existence of this exciting group by enhancing^ their image with -tidbits of foreign intrigiie. Their designs can stand on their own, Therefore, it is the responsibility of prominent venues such as the Canadian International Womenswear Show to not only educate Canadians,
but also to educate American and European buyers with the facts, t
While we may embrace the high standards of quality and creativity that originated in the Italian and French cradles of couture design, we happen to be in the midst of developing distinctively jiifferent Canadian fashion statements.
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