SAN FRANCISCO, CA (January 8, 2008)-Ever the innovator, luxury performance apparel manufacturer, Iconic™ Sport, will eschew the conventional table, garment rack, and display screen used by most trade show apparel exhibitors, in favor of a simulated in-store boutique approach. Using genuine store fixtures, and a look that captures more of the true consumer experience, show buyers and merchandisers won’t feel obligated to sit through a formal sales pitch, but can casually approach the goods, as they would if displayed in an actual shop setting.
“It’s more realistic, and gives the shopper a better perspective of just how our goods will look in their stores,” says Leslie Chow, Designer and President of Iconic™ Sport. “We’re not a big line, not unwieldy with a number of styles, so this is a more user-friendly way of presenting our garments to new and prospective buyers at the show.”
And while it’s not uncommon for many of the big name brands with multiple product lines, to create their own virtual stores and sales booths within their booths on the show floor, virtually all of the smaller manufacturers adapt the more formal, and far more imposing, traditional table and chairs approach. Iconic however, views the boutique look as far more appealing and utilitarian, and certainly more inviting.
“I’m a visual person and originally I wanted to see how our products look as merchandised collections,” said Chow. “It seemed to me that others might respond to this format as well, which has proven to be the case!” She explains that the simulated boutique-display enables more freedom to mix and match the collection, and show specifically how an individual buyer’s choice of different styles and groupings would look in their store.
“We’ve had buyers photograph their own groupings in our booth as a merchandising reminder for when their orders arrive,” said Chow. “And this way, merchandisers and show attendees can also feel the fabrics and combinations of fabrics as they view and work the line, which is a significant part of our product story.”
Iconic™ Sport will be presenting the new 2008 Fall line in Booth #8195 in the Club and Resort area of the Apparel section at the upcoming PGA Merchandise Show in Orlando. Buyers can look for the waterfall carousel store display fixture, as well as an 8 x 10 foot backdrop enlargement of the Iconic website landing page photographs, as hallmarks for the Iconic booth. Iconic™ Sport will also have featured items in the adjunct fashion show.
About Iconic™ Sport:
Founded and designed by former NASA engineer, Leslie Chow, Iconic is targeted at upscale golfers, emphasizing sophisticated style and golf performance enhancement. Born out of Chow’s disenchantment with existing women’s golf apparel, Iconic garments incorporate elements from both her engineering background, and an innate fashion sense. Once referred to by a noted Silicon Valley recruiter, as “the coolest woman in the Valley,” Chow has created a high fashion statement, with functional design elements specifically intended for the serious player. With degrees from both MIT and Stanford, she is an avid multi-sport athlete, and was featured in the “Member Spotlight” segment of the 2007 Bluebook edition of the Northern California Golf Association’s magazine, NCGA Golf.
Based and manufactured in San Francisco, Iconic™ Sport products are directed toward the affluent, fashion conscious athlete, who desires something special in their choice of golfwear. The line incorporates golf-specific design elements as well as high-tech fabrications in unique combinations of print and solid garments.
Contact:
Barry Salberg
(650) 573-7500
salberg@mindspring.com
President/Designer
Leslie Chow
(415) 861-3603
lchow@iconicsport.com
Iconic? Sport Inc.
40 Yukon Street
San Francisco, CA 94114
www.iconicsport.com
