Western & English Today

Summer 2017

W&E Today provides retailers and manufacturers with education and ideas that provoke innovation in the Western and English markets.

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SUMMER 2017 Western & English Today 27 WESA Markets represent so much more than just the Western and English Lifestyle. Our Industry embodies the Outdoor Lifestyle as well as Workwear and Fashion. The September Market encompasses 23,000 square feet of exhibitors from a large variety of industries. Featuring more than 30 new exhibitors each Market, this is the trade show to see what is new in both equestrian related products as well as crossover products. . H o t e l a n d M a r k e t I n f o r m a t i o n 888-933-9372 or 303-295-1084 or Denver-wesa.com or Fax: 303-295-0941 Website: Denver-wesa.com Email: kcollier@denver-wesa.com S E P T E M B E R 8 – 1 0 2 0 1 7 I N T E R N AT I O N A L W E S T E R N / E N G L I S H A P P A R E L & E Q U I P M E N T M A R K E T Where the Industry Meets Sup po rting Scho la rs hip Fund ing for NLB R A & NHSR A S ep tember 7, 2 0 1 7 customers attracted to the Western "look" in clothing typically also gravitate toward incorporating that same aesthetic into their homes. Shoppers who have to dress conservatively for their careers can like- wise still enjoy the Western lifestyle at home, which means home furnishings and accents oen appeal to a broader audience than fashion pieces. When it comes to choosing fitting products for Cry Baby Ranch, urman buys what she likes but makes sure to keep her established brand price points in mind, shopping premium home items that compliment her high-end fashions. On the merchandising front, urman says, "It's a natural fit to showcase cloth- ing alongside of furniture and home dé- cor items, since that is how we typically experience these things in our home." As opposed to being lined up on shelves, boots can be merchandised with an otto- man or chair that is for sale, and a beau- tiful pillow or blanket can add color and texture to a rack of blouses and bags. Susie urston and Whitney Hilton, fashion and home/gi buy- ers for Maverick Fine Western Wear in Fort Worth, Texas, echo urman in emphasizing the core consumer, buying with their cus- tomers in mind. But like Cry Baby Ranch, e Maverick, a popular destination in the historic Fort Worth Stockyards, attracts diverse crowds. Foot traffic consists of both local shoppers who live the Western lifestyle and tourists looking to take home a little Cowtown flair. So as buyers, urston and Hilton stay true to their Western roots, attending major markets in Denver and Dallas, while also shopping non-Western shows. ey note that trends are usually identifiable at fashion markets first, since clothing is bought so far out, and they use those trends to create a flow between e Maverick's clothing and home and gi sections. For example, they saw the cactus trend pop up in the clothing space, so they built on that by also stocking cactus-themed home items. Again like Cry Baby Ranch, e Mav- erick has always offered home décor and gis, but the category continues to grow. Having separate budgets for their home/ gi inventory, the ladies note that its be- come the store's third most prosperous category, behind boots and jewelry. Home and gi items are also big con- tributors to website sales for e Maver- ick, and since the store offers free ship- ping with a $100 purchase, the buyers believe it's easy for online customers to add a book or picture frame to round out an order, without needing to try them on or even see them in person. "Our ideal customer trusts the quality and taste lev- el of past Maverick purchases," says Hilton, "so they feel confident shopping online and watching our social media for gis and home inspiration." "It's a natural fit to showcase clothing alongside of furniture and home décor items, since that is how we typically experience these things in our home." — Roxanne Thurman, owner of Cry Baby Ranch

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