NY NOW
New York, United States
Dates: 17th – 24th August 2022
Web: www.nynow.com
Sarah O’Rourke
Ireland
NY NOW Summer Market 2022 – Report by Sarah O’Rourke
NY NOW Summer Market 2022 – Report by Mariam Syed
November 17, 2022
Schmuck Internationale Handwerksmesse – Report by Inés Rodríguez
November 17, 2022AN EXTRACT FROM THE CASE STUDY FOR CRAFTING EUROPE
My first impressions were the show itself has a confusing layout. I found the show badly sign posted, the different sections were not marked out and there was little signage. I eventually found a Directory and sat down to study it, it didn’t have a floor plan only company names with their stand numbers and sections beside it ie AD = Accent on Design AC = Accessories RA=Rising Artists. The directory was done alphabetically and the sections weren’t grouped together on it so again found it hard to navigate.
I personally found it had a very cold vibe and lacked atmosphere, there were huge spaces between the stands and it seemed very impersonal. I was comparing it to Showcase Ireland which I had done earlier in the year and was expecting something similar. There was one millinery stand that I could see, I went twice to speak to them, once no one was there the second they were busy with a client. My top 3 business I spoke to were: The Twentieth Decorative Arts; Fabulous Furs; Kent Stetson Handbags. NY NOW had different stand types, ie some had curtains not walls.
I would not choose to exhibit at the NYNOW show in the future. It does not have the vibe I am looking for. It had a very cold atmosphere, there wasn’t a huge crowd when I went, in the morning or afternoon which would concern me. I don’t think my brand would fit in here, I’m very much a Slow Fashion Brand and promote sustainability and handmade. I found there were a lot of businesses with mass produced products there. I think the selection of businesses was too broad for me, I need something more specialised, bridal, fashion, occasion, handmade, makers, sustainable, etc.
I would recommend going and looking at these shows before showcasing because it is a huge cost especially outside of Europe to ship everything over. You need to do your research on customs, fees, shipping etc. The whole thing is a learning curve and you will learn as you go. It was a great experience for me to see the layout, the marketing and get an overall feel for the show. It gave me merchandising idea’s for my own business going forward.
