CONCEPT & GOAL:

A unique form of collaboration between selected designer/exhibitors that aims to increase the sales and profitability of all participants by providing an alternative platform to traditional trade fairs, individual showrooms or commercial agents; to present and successfully sell independent designer collections to the top tier of international designer retailers, which currently are devoting a smaller and smaller percentage of their overall budgets to independent designer companies.

The collaboration, currently named AREA, also emphasizes 3 key objectives in achieving these goals.

1. Increase the image, artistic quality, press coverage and sales results of independent designer collection presentations.

2. Lower and minimize the costs for independent designers to present their collections to the world market.

3. Work to establish a new series of internationally recognized independent designer brand names able to successfully compete and grow in the global fashion market today.