Boxa boosted buzz in the aisles

Three halls of the Sydney Exhibition Centre were home to the fashionable and stylish in mid-February when exhibitors and retailers converged on a job lot of trade fairs.

FashionExposed and Preview fair, now in its 20th season, was co-located with the Australian Shoe Fair and the Bags & Accessories fair.

The four fairs were presented together in Melbourne last August but the first such combination in Sydney meant that FashionExposed and Preview were held around one month earlier, a fact mentioned with dismay by several apparel exhibitors.

As always, ARL and FrontLine Stores Australia offered major presentations for their retailers and Pacific Brands (with considerably smaller representation than in previous years) was a trade fair partner.

Parades, salon shows, StreetLab demonstrations and Live Look Books ensured that all visitors enjoyed the showcased apparel and footwear.

The popular Australian Retailer Association hot half hours continued to attract retailers with bites of knowledge to help in staff training, buying well and store presentation.

In spite of the general lack of sports and outdoor apparel and footwear for Sportslink’s readers – and fewer exhibitors in the shopfit and display categories too – the new brand of Boxa attracted much attention (see Sportslink October09 issue).

Bringing in The Man – Australian champ Anthony Mundine – along with television cameras, and using a full size boxing ring to showcase the apparel and footwear in the rapidly expanding collection, the Boxa team ensured that few visiting the shows could miss the brand.

The Corell International team, led by Grant Arkins, reported they were very happy with the response and exposure.

Pictured: Anthony Mundine (centre) with Omar LaMar and Grant Arkins

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