TGFA Winter 2012

TGFA

Canada’s Voice for the Luggage, Leathergoods, Handbags and Accessories Industry Winter 2012 • Vol. 3 Number 2

Travel Goods, Fashion & Accessories Magazine Handbags & Leather Goods: Fresh Spins on the Classics Building Brands Into Standouts

Consumers Are Changing…

Are You?

Hot Products for 2012 Social Recruiting for Fashionable Talent

The Latest Retail Trends for Spring

Buyers:

PM 40063056

April 22-24, 2012

Your LLHA

Show Badge and Exhibitor Preview are inside!

www.llhashow.com

Distributed by Fashion Import Ltd. www.fashion-import.com

contents FEATURES 8 Product Feature: Handbags & Leather Goods A Fresh, Future-Friendly Spin on the Classics 16 Cover Story: Consumers Are Changing…Are You? The Latest Retail Trends for Spring 20 Hot Products for 2012: A Sneak Preview of What’s to Come

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DEPARTMENTS 6 A Word Before 14 LLHA News 26 Business Centre: Social Recruiting for Fashionable Talent 28 Marketing: Brand Presentation: Building Them into Standouts 30 Industry News & Views

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Winter 2012 5

e e A Word Before

Expand your horizons with a visit to the industry’s national show!

With winter beginning its decline, and the word spring entering vocabularies more frequently, the industr y is preparing for another year of big oppor tunities, new innovations, and exciting events—including the one and only 32nd annual LLHA Show on April 22-24 at the Toronto Congress Centre.“Expand” is indeed the key buzz word for 2012, as you can now enjoy a wider selection of products in the LLHA aisles this spring including apparel, footwear, accessories, and more. Don’t miss it! TGF&A as always is thrilled to play an active role within this key event and I look forward to meeting you in person on the show floor.

Retailers: Look inside this issue for your LLHA Show Badge as well as a special show insert including the latest exhibitor/brands list, and an appointments page to conveniently pre-book your show meetings.

With the big show coming soon, we've focused our first issue of 2012 on some of the latest trends and new product offerings set to turn a few heads in the coming year. In our cover story, “Consumers Are Changing...Are You? – The Latest Trends in Retail”, retail guru Kevin Graff reviews the most influential social, technological, and economic trends affecting today's consumers and how you can use these to your advantage. Later, in our “Hot Products for 2012” feature, we take a peek at just some of the fresh new travel and fashion items set to arrive this spring from a variety of LLHA members. Flip to page 20 for a great preview of some of the items you'll see at LLHA this April!

Well-known and respected industry retailer Guy Paquette of B ag ot L e ath e r G o o ds, L u g gag e Plus c o ntinu es o ur investigation into what's hot this year with his take on the latest trends in handbags and leathergoods in “A Fresh, Future-Friendly Spin on the Classics.” This year, it's all about form and function at affordable prices. Check out how some suppliers are responding to consumer demand in Guy's insightful report.

Looking to make your brands “pop” this year? Rob Whitaker of RLWdesign has a few suggestions to make it happen in his marketing article “Brand Presentation: Building Them into Standouts”. On the prowl for some of the latest ways technology can help you attract some great new retail hires?

Make sure to read Kevin MacKenzie's ar ticle, “Social Recruiting for Fashionable Talent.”

As always, we're here to keep you up to date with the latest LLHA activities. Flip to the LLHA News spread for member announcements, and key LLHA show information. Also, check out the latest post-it note announcements from your favourite suppliers in our Industry News and Views section.

2012 promises to be a great year, and we're proud to be along for the ride. As always, your comments, story ideas, and feedback are welcome. Please feel free to contact me at matthewb@mediaedge.ca.

And if you haven’t yet booked your LLHA Show booth space, or you want to be part of the upcoming Spring Show Edition of TGF&A, please contact our publisher and show manager Richard Swayze at 866-216-0860 x 246 or richards@ mediaedge.ca.

Enjoy the issue and I’ll see you in April!

Matthew Bradford Editor matthewb@mediaedge.ca

TGFA

Travel Goods, Fashion & Accessories Magazine

Volume 3 Number 2 • Winter 2012 Publisher | Richard Swayze richards@mediaedge.ca 416.512.8186 ext. 246 Editor | Matthew Bradford matthewb@mediaedge.ca 705.817.4634

Senior Graphic Designer | Annette Carlucci annettec@mediaedge.ca Production Manager | Rachel Selbie rachels@mediaedge.ca Circulation Manager | Lina Trunina circulation@mediaedge.ca Contributing Writers Kevin Graff Kevin MacKenzie Guy Paquette Rob Whitaker Editorial Advisory Board Christine Beben Pierre Calestagne Sandra Cassivi Catherine Genge Paul Hanley Ken Maxwell Perry Mogus Harry Restoukian Thelma Watts Jeff Williams

Published by President | Kevin Brown kevinb@mediaedge.ca Vice President | Chuck Nervick chuckn@mediaedge.ca 5255 Yonge St., Suite 1000 Toronto, Ontario M2N 6P4 Tel: 416.512.8186 Fax: 416.512.8344 www.mediaedge.ca Travel Goods, Fashion & Accessories is published four times a year by MediaEDGE Communications Inc. Subscription Rates (Canada) + hst: 1 year $39.50, 2 years $69.25, single copy $10.75.

For all subscription inquires or changes of address: circulation@mediaedge.ca 416.512.8186 ext. 232 Reprints: No part of this magazine may be reproduced in any form – print or electronic – without written permission from the publisher.

Requests for permission to reprint any portion of this magazine should be sent to richards@mediaedge.ca.

Copyright 2012.

Canada Post Canadian Publications Mail Sales Product Agreement No. 40063056 ISSN 1920-5368

Official Publication of the LLHA Association of Canada and the LLHA Show.

6 Travel Goods, Fashion & Accessories Magazine

e ee Product Feature: Handbags & Leathergoods

A Fresh, Future-Friendly Spin on the Classics

By Guy Paquette

For many years, the handbag served primarily as a utilitarian storage device, often as big and as weighty as a boat anchor—a catch-all accessory synonymous with grandmas and pack rats. Not so any more. Handbags these days have become the ultimate fashion accessory, and a necessary and stylish part of a woman's wardrobe.

Whether the bags come from international names or boutique designers, today's consumers assert their identity and stature by owning brands that complement their image and speak to their perceived financial net worth. It’s not just an expense purchase anymore; but an expression and extension of who they are.

There are, of course, many important features that play a part in selecting the ultimate handbag such as size, colour, features, pockets, and dividers. However, challenging economic conditions are also necessitating a demand for handbags that are as adaptable, accommodating, and long-lasting as they are easy on the eyes—and those factors are also influencing consumer tastes when it comes to leather goods, a segment that is intertwined with the handbags market and governed by the same consumer trends as their handbag counterparts.

With these desires in mind, here's a look at some of the savvy manufacturers and distributors who are coming to market with both handbags and leather goods that offer functionality, durability, and convenience without sacrificing style or price.

Timeless Styles And Durable Designs Responding to the demand for adaptable travelwear, Joanel's spring line includes versatile bags that can be worn both during the day and in the evening, with a simple switch of a strap that matches the material of the body of the bag. According to Joanel spokesperson Joëlle Cloutier-Gravel, their products speak to consumers' desires for handbags that can do it all, noting that consumers are “buying safely by making sure they are choosing the right handbag. They are looking for compartments and pockets, as well as the right size and the right colour for long term utility.”

Leather collections like Joanel's continue to prevail in today's market, as they provide a natural, durable, and ecological product. Where Joanel attempts to set itself apart, however, is in its creative details, multiple compartments, its selection of ornaments, convenient webbing, and colourful linings. Speaking to current colour trends, Joëlle offers: “Buyers are looking for lighter bags and materials including fabrics and ornaments, and smaller shapes. Their choice of colours are leaning towards soft colours like nude, beige, white and sometimes a little touch of coral, turquoise, and yellow with a little touch of metallic.”

Joanel's trend-setting touches have also been applied to its new anniversary line, says Pierre Calestagne, National Sales Director for Joanel Inc., noting, “The big news this year is the launch of our 20th Anniversary Limited Edition Collection.”

Roots leather goods favour the classic look.

8 Travel Goods, Fashion & Accessories Magazine

Natural tones like cimento, ice, and light camel are key to Joanel's spring line.

Even classic Canadian brands are coming to the table with top-quality additions for 2012. The spring collection for CBM Inc/Meade Ray International will feature Roots branded leather goods. They will focus on classic and appealing designs that fit the Roots lifestyle, however functionality will also be a very important factor for 2012. Another segment of their small leather goods collection which will be important this year are items such as coin purses, card cases, and small cosmetic cases. CBM Inc. was founded in Montréal in 1952 and still to this day has a strong reputation for durability and quality for well-priced products. Their collections are not limited to only the Roots name, as they also design and sell an extensive collection of designer name brands.

Product Feature: Handbags & Leathergoods e ee

Long-time leather goods manufacturer and supplier, Jack Georges, is also leading the charge towards goods that provide a fusion of value and style. Citing form and function as the key features of its expanding line of cross-body, urban casual, and work-day bags, Jack Georges agrees that while nylon has driven the category in past years, durable leather is important for 2012 since it is perceived as a “value”.

“The consumer is looking for things that work for them, it can't just be 'pretty',” explains Tom Lambrinides, sales and marketing administrator with Jack Georges. “Form must follow function and there has to be a reason for consumers to spend.”

This is mind, Jack Georges is building upon its Spikes & Sparrows line, to include city totes and urban day bags, as well as small leather goods for both women and men. Since 1987, Jack Georges has provided the market for on-the-go consumers with distinguished and high quality business cases and accessories that are attractive yet functional in design.

Supple top grain oil tanned leather and adjustable strap define Derek Alexander’s line.

Untitled-9 1

Form follows function in Jack George's business-minded bags.

Longevity and function are two of the most coveted features in today's market, and Derek Alexander is heeding the call with a 2012 spring launch of tried-and-true classics with a few modern twists. Incorporating metal zippers, supple leathers with rich brown and tan tones, and ample space for mobile devices, Derek Alexander's collection of handbags, day bags, organizers, mens and ladies leather wallets, and business cases caters to today's practical, yet stylish business buyer.

“I believe the current trends for spring involve consumers purchasing items with quality and a classic look that they can carry through multiple seasons,” says Spring Weadock, western sales manager with Derek Alexander, adding, “As far as styles and shapes go; anything that can have multiple uses and/or timeless colours is in demand now.”

Adds Gail Grant, the company’s sales manager for eastern Canada, colours are also a standout note for Derek Alexander's 2012 nylon collection, explaining, “Retailers have been asking for additional colours in the nylons and DAL has listened.”

Winter 2012 9

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ee

Product Feature: Handbags & Leathergoods

Benchmade Leatherworks' bags represent a return to the classics.

On the topic of timeless designs, Benchmade Leatherworks is invigorating its own line with classic colours like yellow, green, and watermelon; as well as new structured body shapes and more handheld bags with cross-body shoulder straps. Benchmade's 2012 collection also features bags with multi-purpose functionality, more colours, and less ornaments—once again representing a shift to a more classic look. No doubt, Benchmade Leatherworks reputation of well-priced products that are fashion driven will continue to define their lines in 2012.

“Our customer is not looking for a handbag, she is looking for art for her shoulders and she is looking to make a style statement.”

Papillon International is also banking on the classics. This spring it will be introducing richer and softer textured leather in both classic and new creations. In addition to its traditional brown and black, Papillon plans to add accents, a “pop” of coloured face details, and bright colours to give its products a makeover designed to enhance women’s wardrobes.

This year, Papillon's handbag line will also include a short strapped, average sized handbag.

Rich leathers and traditional hues define Papillon's newest handbags.

Shoulder strap lengths can vary depending on the latest designs and tastes, and Papillon remains current on these trends. Satchel type bags are also in season now, offering comfort, lots of storage space, and a smaller appearance than other bags; all factors which make them a very popular work accessory for today's busy woman.

Often, women love smaller bags because they are great for special occasions and make it simpler to go handsfree. In 2012, Papillon will be focussing on these smaller organizer type bags, and introducing new colours for spring and summer including pastels such as soft yellow and tiffany blue. Nature prints will also be a large part of Papillon's collection, as their line will feature leopard and/ or zebra prints, and also tigers and birds.

Anushka's unique hand-painted handbags offer wearable, affordable art.

Like other companies seeking a larger footprint in the fashion market, Anuschka Handbags is moving closer to becoming a lifestyle brand and venturing outside the realm of just accessories. This year, Anushka will introduce a variety of gift products such as covers for tablets, watch boxes, and jewelry boxes. Anuschka’s buyers can now enjoy their favourite art in a beautiful photo frame or carry their newest tablet in an attention grabbing Anuschka sleeve.

All of Anuschka’s handbags are unique, one-of-a-kind handpainted originals, making no two handbags exactly the same.

Look for another new Anuschka initiative in 2012, their new signature merlot linings.

“Our customer is not looking for a handbag, she is looking for art for her shoulders and she is looking to make a style statement,” notes Bhaskar Basu, president of Anushka Handbags, adding that with the arrival of colourful handbags like these, consumers “don’t have to limit art to the four walls of their homes, but they can carry it on their shoulder wherever they go.”

10 Travel Goods, Fashion & Accessories Magazine

Product Feature: Handbags & Leathergoods e e

The LAND Classic Office Pak incorporates briefcase functionality in a vertical organization.

Shrinking budgets and tighter wallets have motivated players in the leather goods industry to move forward with products that will go the distance. Colombian Leather House has been synonymous with durability, quality and customer service for many years, and their reintroduction of quality LAND leather goods in Canada was applauded by many in 2011. LAND’s own sand-cast brass foundry is a valuable asset, allowing them to manufacture all of their own brass fittings. LAND leather bags are one of the most durable lines on the market, and all of their LAND bags come with lifetime guarantee.

Colombian Leather House’s QUEROS collection offers the more traditional Colombian-made leather bags, with durable leather hides, leather straps, and all metal fittings. They have also reintroduced the QUEROS leather duffel garment bag, sporting a new, sleeker design.

Cabrelli's handbags add features to carry the latest tech.

Truly, the desire for handbags and accessories that can accomodate today's technology is strong, and companies like Cabrelli are incorporating innovative solutions in all their lines. This spring, in addition to infusing their new handbags with rich colours and sturdy fabrics, Cabrelli is also offering more features such as iPad compartments and organizers. With consumers using so much more technology, Cabrelli has also identified the need for more pockets, dividers, and padded compartments.

People look for fashionable bags, but they also want to have functional bags for their everyday use. Last season, Cabrelli launched a new brand called Olivia + Joy. The new spring collection of this brand is one of the most fashionable of their collections, and it’s priced to be economically-friendly at under $100 retail.

Devices have a home in Miss MAK Designs collection.

Making Room For Modern Tech A critical factor many designers are taking seriously this year is the growing importance of technology, and the necessity to accommodate the ever-growing list of “must-have” devices.

“Taking the evolution of technology into consideration when it comes to the design or functionality of the product, is important,” says Mary Ann Keverian, creative director at Miss MAK Designs. “Most people want to fit their iPad, iPhone, Playbook, and other devices into their everyday arm candy, so additional pockets, and lots of hidden or padded compartments are definite musts.”

Also following the colour trends closely, Miss MAK Designs' spring collection is all about fun and bright colours. The 2012 collection will see a lot more green and blue, while red is always a staple classic pop for summer wardrobe. That said, the neutral colours such as taupe, tan, camel, and cognac remain the most popular shades along with their timeless shapes. Miss MAK Designs was launched in 2005 and is known and recognized as a bold, fashion forward, and functional collection. For those retailers looking to shop Canadian, H & V proudly manufactures Miss MAK in their own Canadian factory.

Winter 2012 11

e e Product Feature: Handbags & Leathergoods

Rimowa's iPad Case brings its “iconic groves” to the next generation.

The spring will see the introduction of several new innovative lines from Rimowa, the makers of popular, high-quality luggage for over 100 years. Rimowa's new products consist of mens and ladies small leather goods, tech cases, and handbags. The collection for women will come in a pearlescent leather in a variety of colours like red, blue, taupe, grey, black, and brown. The wallets in the mens collections will be functional and compact.

Further responding to current tech demands, Rimowa will introduce new items such as iPod and iPad cases that are both trendy and functional. What makes the cases in the collection special this spring is that the leather will be marked with their trademark grooves and made with smooth European calfskin.

TravelOn makes identity protection a priority in RFIDBlocking wallets.

As great as it is, the advancement of technology is also giving identity thieves more and more resources at their disposal. With 30-plus years in the business and offering over 300 items, travel goods supplier Travelon continues to evolve their RFID-Blocking Wallets to combat theft. A littleknown fact for today's traveller is that RFID credit cards can be pick-pocketed without ever being touched. A simple, easy-to-purchase RFID scanner is all the pickpocket needs.

The RFID blocking leather wallets from Travelon provide protection of your identity, and are available for both men and women and also as a passport protector and cover.

Travelon also offers backpacks with chain link construction and locking zippers to help prevent cutting and slashing of the bag by thieves.

Looking into your crystal ball and figuring out the precise needs and wants of today's consumers is not a task for the timid.

From form and functionality, to affordability and style, buyers want it all —and they want it to last. Handbags and leather goods that speak to this desire for “lasting quality” will surely win out over the coming year. That said, the occasional (yet affordable) luxury item that can draw attention and bring panache and excitement will always have a place on the shelves no matter what the economic climate. e

Guy Paquette is director of corporate operations at his family run Bagot Leather Goods, Luggage Plus location in Kingston, Ontario. The Paquette family has been in the industry since 1950, with Guy entering the business in 1983. He is the proud co-founder and first president of the Canadian Luggage and Leathergoods Dealers Association. When not helping to build the family business or involved with LLHA, Guy is lending his expertise as a member of the Retail Council of Canada, the National Retail Federation, and the Travel Goods Association of America.

12 Travel Goods, Fashion & Accessories Magazine

*This lifestyle is being used for illustrative purposes only and should not be considered as an endorsement by the model.

Painted with Passion

R

Individually Hand Painted on Genuine Leather!

anuschkaleather.com I cs@anuschkaleather.com I 905.266.0625 I Alan Morrison I ON, MB, SK I 819.682.4913 I alan. morrison@anuschkaleather.com Cherry Loxam I BC, AB I 604-341-1671 I cherry.loxam@anuschkaleather.com Manon Isabelle I Quebec I 905.266.0625 I man.isabelle@anuschkaleather.com Find us at Toronto Shoe Show #1833-1932, Edmonton Show, A.R.C.A Show, Vancouver Show, OFE Show, LLHA Show.

e ee LLHA News

President’s Message Another year is upon us and as I reflect upon 2011, I hope it was a prosperous one for all. The new year holds much hope for a return to a solid year for our industry. Many are feeling bullish about the prospects for this year, and a positive attitude goes a long way.

Your board is well into preparations for the 2012 edition of the LLHA Show and expectations are high! Our show remains the definitive meeting place for buyers and manufacturers/distributors. It is truly a “one-stop shopping” event for the industry. Ensure that your plans are confirmed for this must-attend event.

Once again I ask that if you have any ideas, thoughts, or concerns regarding our industry, please contact the LLHA office, myself or any of the board members. We are all part of the board in support of the industry. Our website, www.llha.ca, is your source for contacts and information and has many links you will find useful. As always, we look forward to any feedback.

One of the key events during the President’s Reception at the show is the annual industry awards. It’s time for you, as members of the industry, to reflect upon suppliers, sales reps, and retailers who stood out in 2011. We will soon be polling you to determine who is most deserving of the industry’s recognition.

I wish you a safe conclusion to the winter, and I look forward to seeing you all in the spring and at the LLHA Show.

Paul Hanley, LLHA President

Luggage, Leathergoods, Handbags and Accessories Association of Canada (866) 872-2420 Fax: (519) 624-6408 info@llha.ca • www.llha.ca

LLHA MEMBERSHIP EARLY BIRD RENEWAL CONTEST…WINNER! All LLHA members with dues paid prior to December 20, 2011 were entered into our Early Bird Draw for the chance to win a FREE LLHA Membership for 2012. We are happy to congratulate this year’s winner: SISBRO CREATIONS REMINDER TO ALL LLHA MEMBERS A friendly reminder to those who have not yet paid their LLHA membership dues for 2012. Please contact the LLHA office at info@llha.ca if you require a copy of your invoice.

LLHA WELCOMES NEW MEMBERS We proudly announce the following new or renewing past members. See them at the upcoming LLHA Show. For the latest new member additions visit www.LLHAshow.com and click “Exhibitor List”: Alta Luggages (Canada) Inc., J.J. Blossom Enterprises, Koel Fashion, MNK Shoe Imports Inc., North Ridge Marketing, Outpac Designs Ltd., Palpo Trade Company, RB Enterprise, Roviky Shoes Ltd., Venduto.

NOT AN LLHA MEMBER YET? Visit www.llha.ca and click on the Membership link to complete the online LLHA Membership Application.

Becoming a member is easy and the best way for your business to grow! Check out what membership in the LLHA has to offer: The LLHA Show…the largest Luggage, Leathergoods, Handbags and Accessories Show held in Canada. The market place for buyers and sellers to focus on the most influential and inspired brands. The place to be if you are looking to be part of today’s retail culture! April 22-24, 2012 at the Toronto Congress Centre.

ADDITIONAL FULL MEMBERSHIP BENEFITS INCLUDE:

• Industry Statistics Reports • Copy of LLHA Show Attendance List • Annual President’s Reception • Free listing of your Company and Brands and more on our LLHA website • Annual AGM Meeting (Your opportunity to be heard!)

• CPSA Membership at 50% discount • Guest Speakers and Seminars • Free Subscription to TGF&A Travel Goods, Fashion & Accessories Magazine • And much more….

JOIN US AND BE A PART OF IT ALL!

LLHA News e ee

2012 LLHA SHOW UPDATE

We’re expanding the “A” in LLHA...

In response to the growing number of accessory retailers visiting the show, and their requests for a greater range of products, the LLHA Show is excited to expand beyond its traditional categories for the first time to now include: casual and fashion footwear, apparel and outerwear, jewellery and more! Don’t miss the opportunity to preview our great new range of products in 2012.

The 2012 LLHA Show will build on the success from 2011, and will include a variety of exciting features: • New Apparel & Accessory Exhibitors • LLHA Lounge • New Product Showcase • President's Reception – Sunday April 22, 6:30, Airport Marriott • Exhibitor Welcome Reception – Saturday April 21, 4:00-5:30 pm • Keynote Seminar – Monday April 23, 8:00-9:00 am • Daily ‘Show Bucks’ Prize Draws • Internet Café • And more!

NEW PRODUCT SHOWCASE

It’s back! This popular show feature will display some of the latest exhibitor products, with attending buyers choosing the “Best” for a number of exciting awards! Look for the Showcase in the LLHA Lounge while you enjoy a cappuccino or espresso courtesy of the LLHA. Exhibitors: Be one of the lucky few to spotlight your latest offerings while having the chance at an award and TGF&A recognition! Look for details & pricing to be sent soon from Show Management. For more info: 1-866-216-0860, ext 246 or richards@mediaedge.ca Luggage, Leathergoods, Handbags and Accessories Association of Canada

ATTENTION RETAILERS: LOOK INSIDE THIS ISSUE FOR YOUR 2012 SHOW BADGE, and A SPECIAL LLHA SHOW INSERT WITH AN EXHIBITOR/BRANDS LIST AND A HANDY PAGE TO PRE-BOOK YOUR SHOW APPOINTMENTS! Just bring your badge to Show Registration to pick up your badge holder. Badge corrections can be made on-site. Enjoy the show!

NEED MORE INFO, OR WANT TO PRE-REGISTER ADDITIONAL STAFF? Register on-line, visit: www.LLHAshow.com Click on “Register to Attend”

Your official “LLHA Show Headquarters” Toronto Airport Marriott 901 Dixon Road, Toronto, Ontario Show Rate (Before March 28): $119.00 single or double.

Nominal parking fee of $2/day. Rooms available April 18 to April 25, 2012. Enjoy complimentary return shuttle service to the Toronto Congress Centre on show days during select hours. See show website for details. Reservations: 416-674-9400 or 1-800-905-2811 or register online: Visit www.LLHAshow.com and click ‘Show Hotel, Shuttle’ then click ‘reserve online’.

LLHA WELCOME RECEPTION AND ANNUAL GENERAL MEETING Saturday April 21, 2012 at 4:00 pm, North Hall Lobby, Toronto Congress Centre We value your input. Come have your say as Saturday's move-in draws to a close. Enjoy refreshments at our reception starting at 4:00pm, and join us at the AGM to follow.

BE OUR GUEST AT OUR ANNUAL PRESIDENT’S RECEPTION Sunday April 22, 2012 – 7:00 pm, Cocktails commence at 6:30 pm Toronto Airport Marriot, 901 Dixon Rd. – Grand Ballroom Don't miss our industry's Event of the Year. Join us for dinner and celebrate this year's LLHA Industry Award winners! For further information, please contact catherine@llha.ca or the LLHA at 1-866-872-2420

1-866-872-2420 | info@llha.ca | www.llha.ca

CPSA exclusive membership for LLHA members, now subsidized by the LLHA

Continuing by popular demand, the LLHA will pay half of one CPSA membership for each member! To receive this special offer at our corporate rate, contact Catherine Genge at info@llha.ca to be sent the CSPA application, and fax it back directly to Florence Fillion at 416-408-2684. Please note that LLHA membership dues must be paid prior to being eligible for the CSPA special membership rate. If you wish to purchase more than one CPSA membership, it will be extended to each of your employees at the special corporate rate of $105.00.

CPSA membership is built on powerful partner programs that give its members access to exclusive discounts on business, automotive, travel and insurance services. On average, the CPSA rates (which are negotiated with over 1,000 hotels across Canada and the US), beat Expedia, Travelocity and Orbitz by 16%. Members saved over $1,361 last year alone on expenses such as hotels, flights, car rentals, gas and parking. Even if you only travel a few times a year, the membership pays for itself.

But, CPSA Membership goes beyond your bottom line, providing you with access to timely training, sales assessment tools, and tactical market insights to give you the selling edge. CPSA members can save up to $500 on sales training, with a wide range of in-class or online courses offered including those required to obtain the CSP (Canadian Sales Professional) designation. CPSA membership also gives members access to a library of valuable resources such as a Virtual Knowledge Centre with sales-related articles, book excerpts, podcasts, white papers and more. The CPSA’s resources also include Recruitment and Career Development Tools that can save member employers or job-seekers up to $500 on postings, as well as Online Assessment Services which are web-based tools to help members improve hiring success, increase employee productivity, reduce turnover and to assist in other key areas.

Become a CPSA member today! Visit www.CPSA.com or call 1.888.267.CPSA(2772).

Winter 2012 15

ee Cover Story

“As a retailer, you need to be aware of the most significant consumer trends, and to begin to formulate a strategy for how you can adapt your business to gain greater market share.�

16 Goods, Fashion & Accessories Magazine 16 Travel Building Strategies

Cover Story e ee

Consumers Are Changing…Are You?

By Kevin Graff

As part of the retail sector in Canada today, you can clearly see that retailing is—and continues to be—a very exciting and energizing industry. It is, however, an industry that is also in a constant state of change, and one that faces some interesting challenges; the most notable being that your consumers are changing before your very eyes.

More US and international based retailers have—or are planning to—open stores in Canadian cities. Moreover, the reality is that retail is moving towards consolidation, where one retail organization is buying another (note the recent purchases by Canadian Tire of both Mark’s Work Wearhouse and Forzani Group / Sport Chek). This means the competition is getting stronger; and to add fuel to the fire, customer expectations are also getting higher. It’s because of this increased level of retailing competition, and the change in consumer expectations generated by this increased excellence of many retailers, that you must step up your game.

Customers no longer have to settle for poor products, unfair prices, inconvenient locations, bad shopping hours, or poor service. All across the country, consumers are no longer putting up with a substandard shopping experience, and are taking their business to companies who are giving them what they want, how they want it, and when they want it.

As a retailer, you need to be aware of the most significant consumer trends, and to begin to formulate a strategy for how you can adapt your business to gain greater market share.

MAJOR TRENDS IN RETAIL

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The Helping Hand

The online world provides customers with a never-ending series of options and information. These options make it easier for customers to find, compare, and review any product or ser vice in which they might be interested.

Fundamentally, the internet has given customers the ability to easily and quickly talk to each other. From Google to Facebook to personal blogs and online review sites, the timing needed for consumers to gather information about a product or service and/ or to communicate their thoughts about an experience is almost immediate thanks to current technology. However, this onslaught of information has also resulted in consumers looking for direction, advice, and—quite frankly—a “helping hand” with their decision making process.

How do you make this work for you?

Take these following examples, and adapt them to your store: • In a liquor store, consumers flock to any wine that’s rated as 90+ points, recommended by Robert Parker, or a wine that is simply a ‘Staff Pick’. How can you “point” your customers to a key piece of travel gear or an accessory with this third-party credibility?

• Book and music stores ramp up sales on their “Best Seller” or “Staff Pick” walls. What are yours?

• Online sites where consumers rank products with a 5-star rating system typically see sales skyrocket on all items that are top-rated by consumers. Are there consumer reports or rankings available online for what you sell that you could leverage?

All of these examples work to drive sales because they essentially “tell” the customer what is hot, safe, popular, and in-demand.

e

Do it for Me

People today are extremely busy and spread very thin. Most households have two working adults, kids, and maybe even a dog that needs to be walked twice a day! Ready-made meals, maid services, lawn services, and spas are growing faster than ever; all because we want someone to “do it for me”. Go look at your local home improvement store and you’ll find a wide range of “installed services”. More and more, it looks like there is no longer any need to “do it yourself”.

How do you make this work for you?

It really depends on your business. The key is to put yourself in your customer’s shoes and think about what would make their life easier. Where’s the “stress” point in what you’re selling them? If you can identify and eliminate that stress point, you’ll be their hero.

And then, maybe it’s something as simple as registering their product online for them to secure them warranty coverage, or taking in their defective product and bringing it out for repair yourself, instead of having them needlessly search out the local authorized repair centre.

The point is: make their life easier. Yes, yours may be a bit harder as a result, but you’ll capture more business in the long run.

e

Fast is Getting Faster

Another trend that’s directly linked to the busy lives we lead, is that we want everything done faster. Think of drivethru windows; while they’ve been around for multiple decades, many more retail organizations are starting to use them. It’s not just McDonald’s and Tim Horton’s anymore; now we're seeing banks, pharmacies, and dry cleaners install a speedy, drive-thru lane. It’s just more convenient and faster for customers to stay in their cars, so more and more retailers are accommodating that preference.

Look at gas stations. At one point, full serve became self serve where you had to go inside to pay. Later, you could pay with your credit card at the pump. Now, you can just tap a “fob” and you’re on your way. That’s fast!

Now, consider how you react when the internet is slow at home.

You’re probably wildly frustrated as files from the other side of the world take an entire 15 seconds to download! You see, we’ve all been trained to expect things to be fast.

And look for things to get even faster very soon. Mobile shopping, electronic wallets (paying by tapping your smartphone), and many other emerging innovations will eventually result in consumers looking at you for even faster service.

Winter 2012 17

e ee Cover Story How do you make this work for you?

This may be the hardest trend to capitalize on. After all, you’re probably not about to install a drive-thru window, are you? You can, however, begin with baby steps.

Schedule your store properly to ensure you have enough staff coverage at peak times so customers aren’t kept waiting. Open a second or third register line if needed.

Bigger steps include getting ready to install the technology needed to accept mobile payments, which are just around the corner. Look at how you can get your customers served faster and better through staff, store design, hours of operation, and technology. The more you speed up, the more you’ll sell.

e

Urbanism

Cities have become the new norm.

I n t h e 19 0 0 s, o n l y 5% of t h e population lived in cities. In 2008, that number jumped to 55%. But, if you look at the projections for 2050, it is expected that 70% of the population will live in cities. That means you’d better become more innovative and a stronger retailer fast, regardless of where your store is located.

Why, you might ask? You probably know someone who lives in a rural location. Well, all those things change when people move to the big city. Generally speaking, city dwellers have much higher expectations of innovation, service, and speed than people who live in rural areas. They expect their retailers to offer them better products and

better service at a much faster pace. At the heart of the matter: people in cities simply shop differently. They are less loyal and seemingly always in pursuit of something new and exciting …including where they shop.

Furthermore, because of the internet, rural consumers are now more informed, more savvy, and more demanding than ever before.

The city has come to the country.

How do you make this work for you?

Without intending to sound patronizing or rude, you need to get better; that’s really nothing new.

Competitive pressures have always forced businesses to evolve, innovate, and improve.

And with this increased movement towards urbanism, you’ll just need to move even faster.

Get out of your stores and go visit retailers in the major cities of the world (this is actually fun work to do!). Go to Barcelona, New York, London, and Chicago. Learn how the travelware retailers or handbag suppliers or footwear retailers or accessory boutiques in these major centres merchandise, market, and execute.

Learn from them now before your customers do.

You don’t need to reinvent the wheel. You just need to find innovation within your business on an ongoing basis. The more you change, the better you get—and the more your customers will shop with you.

Total Value

While people are looking for a fair price, they also expect much more.

That’s called Total Value. The value equation also includes the shopping experience,

trust, your story, engagement, transparency, and quality. As consumers have become more knowledgeable and informed, they have learned that total value is not only desirable, it is also very possible to find in the marketplace.

How do you make this work for you?

First, if you’re an independent retailer, this is the best trend you could have ever hoped for! You will almost always lose the pricing game since someone will always be able to sell “it” cheaper than you can. Instead, consider how you can deliver Total Value within your business. Do you have a story about your business that would resonate with consumers? Are you engaged with them outside of the store, or with the community?

Are you about more than just making money?

Are you running a business that you would be proud to tell someone about? Do your customers, and the community, look at you with respect?

The price game takes money out of your pocket. The Total Value game costs you very little to play, and pays back very handsomely.

The shift in consumer shopping patterns reflected in these key trends has changed the way retailers must operate their businesses.

These are daunting changes to make, but they are changes you simply must make to keep up with the marketplace and with your consumers’ expectations. e Kevin Graff is President of Graff Retail Inc. Visit www.graffretail.com

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e ee Hot Products for 2012

Hot Products for 2012:

A Sneak Preview of What’s to Come

By Matthew Bradford

Read on and learn about some the most buzzworthy travel items, bags, and accessories arriving this spring. Even better, get up close and personal with these and other fantastic 2012 offerings all under one roof during the 32nd annual LLHA Show at the Toronto Congress Centre on April 22-24!

Rugged Luggage with Style And Strength Rimowa is rolling out a new entry to its lightest luggage collection yet, in the form of the Salsa Air Pearl Rose.

Weighing in at just 5.3 lbs for the carry-on, and 8.2 lbs for the full-sized, 32” model, the Pearl Rose comes well protected with a 100% virgin german polycarbonate build and integrated and flush TSA combination locks with ABUS cylinder. The Pearl Rose also features Rimowa's patented Multiwheel technology, allowing the lightweight piece to glide effortlessly through any terrain. With Rimowa's iconic grooves and a pearlescent gold flaking, Rimowa's Limited Edition Salsa Air Pearl Rose is a fusion of brawn and beauty.

“Weight is an ongoing issue in airline travel,” says Amy Jakubaitis, public relations and marketing manager. “Customers are always looking for the most lightweight luggage. We work to be ahead of the curve and continue to find new ways to lighten our luggage without compromising its use and durability.”

Also coming from Rimowa are the Salsa Air Ultralight and Topas Stealth collections; the former featuring a carry-on piece weighing in at 5.3 lbs, or 4.2 lbs with the features removed; and the latter showcasing a lightweight and watertight design and top-of-the line technology, with a modern twist on Rimowa's classic aluminum line.

Innovation takes shape in Rimowa's Salsa Air Pearl Rose.

20 Travel Goods, Fashion & Accessories Magazine

Briggs & Riley is also building on its own lightweight luggage collection, with its Transcend line now introducing Transcend Spinners. Backed by Briggs & Riley's comprehensive “Simple as That” lifetime performance warranty, these fourwheeled soft side spinners are protected by their proprietary Tuff-lite fabric, allowing for a lightweight, flexible, and abrasion resistant exterior. The Transcend Spinners also have four recessed double swivel wheels for hassle-free navigation, as well as Briggs & Riley's Outsider handle which eliminates interior bars, making room for flat, wrinkle-free packing.

Transcend Spinners' Tuff-lite fabric Ready to move in 20” carry-on Wide body or 24” and 27” from Briggs & Riley offers strong, lightweight, and abrasion-resistant expandable models, the Transcend Spinners will be available in protection. sunset, black, or rainforest colours in March 2012.

Breezing in with its own spin on luggage, the Travelpro line from Holiday Group introduces the Maxlite 2; its lightest collection of four-wheel Spinner luggage, offering lightweight durability and flexibility at an affordable price point. Marking the Maxlite 2, is Travelpro's Contour Grip handle, the first Convenience, durability, flexibility define TravelPro's Maxlite 2 line of its kind created specifically for from Holiday Group. four-wheel spinner luggage, and designed to enhance control and comfort, while easing fatigue on the user's shoulder, arms, hands, and wrists. The Maxlite 2 also features a telescoping handle system for ergonomic ease, a built in pocket within the front pocket for quick access to travel essentials, and numerous other travel-savvy features.

Travelpro's new Spinner Collection includes a 20” Expandable Spinner (carry-on size), a 25” Expandable Spinner, and a 29” Expandable Spinner. The collection is available in ocean blue and black.

Hot Products for 2012 e e

Samsonite’s updated Aspire Sport collection is made to last with 1680 poly/nylon blend fabric.

A rriving in early 2 012, Samsonite's Gravtec and Aspire Sport collections bring two new top-quality lines to the luggage arena.

Representing the next step in Samsonite's Graviton line, Gravtec offers a hard side spinner collection featuring a 100% polycarbonate build, dual multi-directional spinner wheels, and fully featured interiors at nearly half the price of its predecessors. Available in dark silver and wine red, Gravtec lands in February 2012.

Also debuting in early 2012 is Samsonite's Aspire Sport collection. Representing an update on the Aspire GRT model, the Aspire Sport line is made from durable 1680 poly/nylon blend fabric, and features new styles and colours—including an Ultravalet garment bag and a 17” upright with laptop compartment. Available in black and volt green, this collection will also be shipping to retailers in February 2012.

Removable laptop cases in McKlein's Oak Grove and Ohare additions make security checks a breeze.

McKlein USA is doing its part to take the hassle out of security checks, with a pair of new fly-through friendly travel products.

First up is the Fly-Through Checkpoint-Friendly Ohare laptop case, providing utmost protection and portability for laptops up to size 17”. Fitted with a study leather build and a 2-in-1 Detachable Wheel and Handle System, this specially designed bag comes equipped with a removable laptop case for faster and more convenient security checks.

McKlein USA also introduces its fashion forward Oak Grove ladies collection of Fly-Through Checkpoint-Friendly 15.4” Laptop Cases. The case features a main compartment with an interior zipper pocket, as well as a built-in organizer to stow away essential business tools. Similar to the Ohare laptop case, this colourful leather line also comes ready to check with a removable laptop case.

TRAVEL GOODS WITH TASTE

CoverLugg's Fleur de Lis luggage wrap provides eyecatching protection.

Offering a line of creative wraps for luggage, Coverlugg has e n ha n c e d its collection of designer luggage covers with even more designs and features for 2012. Over and above the fresh designs like the Fleur de Lis and Travel Stamps, Coverlugg is rolling out a number of developments aimed at improving durability, flexibility, security, and convenience.

“Consumers will love the variety of colourful patterned designs bringing style and spunk to their everyday plain and ordinary luggage,” predicts Colin Drever, owner of North Ridge Marketing, the Distributor of Coverlugg.

Crafted from top quality neoprene, and sporting a wide range of colours and patterns, Coverluggs are available in two sizes: small, which fits 20” to 24” carryons; and large, which fits 25” to 30” checked luggage.

This product allows you to

SECURE, PROTECT & IDENTIFY your new and exsisting luggage.

Trip Ease puts motion sickness in its place.

Motion sickness can throw even the most seasoned travelers for a loop, which is why G.F-T Enterprises, the Canadian distributor of No-Jet-Lag, has created a homeopathic remedy designed to treat the condition at its core. As afflicted travellers are well aware, motion sickness is a result of conflicting messages from the eyes and inner ear, causing confusion at the nausea center of the brain. Trip Ease counters the effects of this confusion at the source, allowing travelers to reach their destination in peace and comfort. Safe, natural, and efficient, Trip Ease can be taken with any medication, and can be easily spotted on shelves with its distinctive packaging.

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e e Hot Products for 2012 ID Travelware is making it even easier to spot your belongings in a crowd. New for 2012, ID Travelware introduces its line of Rampee Luggage tags, that marketing director Deon John explains were created to, “honour the men and women who work so hard to be sure you and your baggage have a safe and prosperous flight.”

ID Travelware luggage tags are constructed from recycled polyvinyl chloride (pvc), making them soft to the touch, yet flexible and resistant to damage. Ample space is also provided on the back to include personal information, ensuring lost luggage always finds it way home.

ID Travelware's tags are easy to spot, hard to damage, and pay tribute to baggage handlers.

APPAREL AND ACCESSORIES THAT ATTRACT Lyssé Leggings is taking its product line another step forward this spring with the launch of the newly developed knit denim leggings and capris. Crafted for comfort and convenience, Lyssé shapewear leggings and bottoms offer a superior fit with their four-way stretch fabric and hidden control panel in the waist band. The knit denim leggings and capris are available in a variety of colours, lengths and styles, and will be ready in early 2012 to offer a superior fit at a reasonable retail price.

Lyssé Leggings are a smart fit for travel.

Fulton will be making a splash in spring 2012 with a handful of new additions and styles to its trend-setting rainwear collection. From floral and fruit patterns to striking black and white compositions, Fulton's slick lineup of rain boots and rain coats are guaranteed to turn heads (while keeping them dry).

“We still see classical patterns trending strongly with a few light grey patterns to complement the bright colours for spring,” says Richard Igra, owner and president of Fulton Umbrellas. Outlining Fulton's strategy in 2012, he adds: “We focus on the fashion trends coming from Europe; expanding our selection with bright new designs, including fruits which are very strong this spring.”

Fulton's famous Birdcage umbrellas, one of Fulton's best sellers, with a bit of help from their Royal Warrant from H.M. the Queen.

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22 Travel Goods, Fashion & Accessories Magazine

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e ee Hot Products for 2012 Meade Ray International is giving one of Canada's most iconic brands a boost this season, with the roll out of new Roots mens and ladies leather gloves. Crafted from high quality leathers and eye-catching designs, this comfy new addition to the Roots family brings a clean and classic look to shelves.

“Consumers are looking for brand, quality, and workmanship – all traits synonymous with the Roots brand,” says Ali Zaheer, vice president of CBM Inc./Meade Ray International.

“Durability and comfort are also key features that consumers look for in gloves, which are always found in Roots leather gloves.”

Roots gloves are a strong Canadian brand, with quality and workmanship to spare.

Fossil's Vintage Re-Issue invokes a 1970’s vibe.

Protect your tech in 2012 with Royce Leather Goods' growing line of top grain leather cases, wallets, and sleeves for tablets, laptops, and other mobile devices. New this year, they are expanding their product line to meet the evolving needs of their tech sav v y demographic, with the arrival of their new padfolio for iPads and other modern products.

Royce Leather Goods believes that no “While offering 18 leather colours, 7 leather types, tech device should be left behind. and 320 products seems like a daunting task, we pride ourselves on not settling, and we push ourselves to constantly reinvigorate our line of leather gifts; usually adding 15 new products each year,” says Billy Bauer, marketing director, Royce Leather Goods.

Further building on the success of their RFID blocking passport cases, ticket holders and wallets, Royce Leather Goods is adding extra security in 2012 with similar technology for its iPad, laptop, e-reader, and tablet cases. In addition, Bauer says 2012 will see a greater selection of styles, noting, “This year we are greatly emphasizing the integration of more feminine colours into our line, such as a stunning plum for our bestselling padfolios, as well as integrating RFID blocking technology into our hottest women’s wallets.”

Bringing its own retro-style into 2012, Fossil's design direction for spring and beyond embraces vintage-inspired silhouettes from the ‘70s with hardware taken from classic luggage pieces, and leathers that continue to have a burnished glazed or pebbled finish.

“Consumers enjoy the understated brand,” says Fossil's Lori Petteplace. “Our consumer buys the brand to wear a well-functioning product that’s affordable yet isn’t covered with designer logos or bold branding.”

Also new this season, Fossil introduces a hobo silhouette to its most popular collection, Vintage Re-Issue. Once again, Fossil looks to vintage inspiration with this collection which sports an unmistakable ‘70’s-inspired vibe. Crafted in richly glazed vintage leather with Fossil’s iconic hardware, they are available in brown multi, russet brown, caramel, ash grey and black.

The aptly named A Beautiful Gift company is adding a new look to its trendsetting jewellery line. Fresh for Spring 2012, it is introducing new seasonal designs and colours featuring ceramic beads connected with a special lightweight thread crafted to be safe for all skin types and to hold up in any situation. Offering unique looks, exceptional value, and a one-sizefits all option, A Beautiful Gift accessories are made to go wherever you do.

A Beautiful Gift's jewellery does its namesake proud.

In-Sport Fashions is putting its best foot forward in late 2012 with the addition of Tram Footwear and Muks to its chic and comfy fall/winter line-up. Inspired by city life and fashion, Tram boots feature textured fabrics on uppers, urban inspired molded rubber outsoles for men and women, and energetic designs and colours for kids. Fusing flex and resilient neoprene and durable natural rubber, they will offer the Canadian market a new generation of waterproof, comfortable, and stylish three-season boots. “Neoprene has proven to be particularly suited to withstand the elements, especially snow and cold” notes Dana Nelson, president of In-Sport Fashions, adding, “Tram will use it with a unique urban approach.”

In-Sport Fashions has also become the exclusive Canadian distributor for Muks, the original and authentic Mukluk boot made popular by celebrities and fashion-forward consumers around the world. “Muks focuses on craftsmanship and sophisticated styling.

The brand perfectly complements our existing portfolio of high quality products and reinforces our position in the Canadian footwear and fashion skiwear market,” says Nelson.

Both Muks and Tram Footwear are due to debut in fall/winter 2012.

Travel in Good Hands

Tram Footwear and Muks from In-Sport Fashions make a splash on city streets.

So What's Hot?

i.d. Travelware 31 arbour CresT rise n.w. CalGary, alberTa, Canada T3G-4l3 e-Mail: i.d_travelware@yahoo.com • Tel: 403-809-1238

24 Travel Goods, Fashion & Accessories Magazine _deon.indd 1

12/30/2011 1:32:50 PM

Travel products that turn heads while standing up to the harshest conditions are what's attracting today's buyers. Challenged with a tight economy, consumers want to know their goods are in good hands, and that their personal and business items are well protected. As such, they're seeking out product lines that promise durability, longevity, and fashions that won't go out of style. As always, convenience and comfort remain key considerations, so any products that can take the slightest stress out of travel are also in demand and welcomed in 2012. e

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e ee Business Centre

Social Recruiting for Fashionable Talent What exactly does social media have to do with the travel goods and fashion world? In one word: plenty.

By Kevin MacKenzie

In the constantly evolving culture of fashion, stakeholders are always on the lookout for the next big thing; the perfect piece of luggage, the best new handbag or accessory, or the right look for now. A sense of unending adventure and discovery drives the fashion world forward with inexplicable taste and ever-changing design.

Social media leverages social networking technologies to broadcast opinions, curate information, share news, and connect the like-minded. It’s a means for us to collectively explore the new and exciting. It is the perfect vehicle by which the retailers, trendsetters, and fashionistas of the world can come together and find their collective voice.

Witness the expansive world of industry bloggers. With the large availability of free publishing tools available in the market, we have seen an explosive growth in the volume of fashion-focused social media accounts. Fashion-themed streams have become prolific across all of the social networks. A brief exploration will quickly reveal the growing number of Twitter, Tumblr, YouTube, and Facebook accounts dedicated to all things “fashion”.

This realm is not solely restricted to the points of view of independents.

Fashion house Burberry made waves when they live-tweeted their 2012 spring/summer collection direct from the runway to their followers. The Kate Spade Instagram account quickly became one of the most popular accounts following its 2011 launch. Louis Vuitton, while a latecomer to the social media game, also scored big with their Facebook group that rewarded fans who shared their content and recruited new fans. Big brands are learning to connect with their audience by using social media to build out relationships with followers and brand advocates.

Searching for Social Recruits

It’s clear that social media has become an important medium in the industry for promoting products and communicating brand value. But how can we use social media to attract better staffing talent in the fashion sector?

It’s no secret that great hires are often found through referrals via our own personal networks. We instinctively look to our close friends and associates when a hiring opportunity arises, hoping to bypass the long validation 26 Travel Goods, Fashion & Accessories Magazine

Business Centre e ee

“Recruiting and talent attraction will become less focused on event-driven awareness and structured activities, and increasingly focused on building good relationships with prospective employees even before they start the qualification process.” process usually associated with finding an important new hire. We seek out recommendations and advice from trusted sources with the expectation that this will allow us to shorten the cycle and improve the quality of candidates for consideration.

Social media has rapidly evolved from a digital extension of our personal network of connections, into a truly interconnected platform where we not only spend more leisure time, but increasingly interact with like-minded strangers who share our interests and values. This behavioural shift has created a new requirement when searching for new hires and finding the best talent; by harnessing the power of social media, organizations can extend their employer brand messages to key contacts and influencers, to uncover and connect with talent with greater efficiency and better results.

It is easy to identify what we want in a job candidate; the right personality, an aptitude for business and a passion for the industry are all at the top of every hiring manager’s wish list. Yet the traditional means that have been used to find new talent are not closely aligned with these objectives. Job board postings, interview cycles, and extended networking often lead to a less-than-satisfying outcome, as the focus of this effort shifts from cultivating the best possible candidates to merely validating multiple prospects who are in job hunting mode. The process can be frustrating at best, particularly when having to spend extensive time and effort to determine whether the candidates have presented themselves in a fair and unfiltered light.

Social media is creating a paradigm shift in how we communicate with our extended networks of professional colleagues, families and friends.

The rise in the use of social networks like Facebook, LinkedIn, Twitter, and even Tumblr presents a prime opportunity for employers to leverage their existing social media presence in order to develop new opportunities to find and attract the best talent in the industry. The challenge is to ensure that our appeal as prospective employers is evident in the types of social communications we share with our networks. Most of us have our own personal social media accounts and might use them to help further the search for great hires. But how many of us are successfully ‘branding’ our talent search efforts?

Smart fashion brands are rapidly understanding that part of their social media plan should include the “employer brand experience”.

This is the expression of corporate culture and environment as well as the values of the company. In essence, the employer brand should tell the story of what it would be like to work for the company.

This method allows human resources to cultivate relationships with passive job seekers, or with great prospects, even when the organization is not hiring. The approach is designed to focus recruiting ef for ts more on engaging with the best possible candidates, and to avoid simply filling positions.

Staying in the Loop

Making sure the talent attraction and recruiting team has a voice in social media is, without a doubt, challenging for most organizations. While marketing and public relations have long understood the value of social networks to talk about the brand and to engage with customers, human resources has been less quick to adapt social media into their daily functioning. This can be attributed to several factors: • Lack of strategy; • Departmental silos; • Lack of resources; • Technology requirements; • Corporate policy; and • Uncertainty In order to thrive in the coming years, the best organizations will need to not only embrace social media but to establish these channels as a cornerstone of their talent attraction efforts. This will require a clear

understanding of their objectives, as well as knowledge of where the fashion audience spends their time online, and how to complement the brand to demonstrate a clear employer experience. Recruiting and talent attraction will become less focused on event-driven awareness and structured activities, and increasingly focused on building good relationships with prospective employees even before they start the qualification process. This gives organizations the opportunity to develop a key messaging strategy just for recruitment and to adapt their value proposition to each unique medium.

While not for the faint-of-heart, social media recruiting is not without its benefits. By carefully cultivating digital relationships, organizations can identify true brand advocates, monitor individual motivations and actions, and selectively message the right individual. Loyalty to your brand should mean a more motivated employee who is passionate about your brand and organization.

Over the coming months, you will increasingly see fashion brands proactively interacting within online communities and on the social networks as they establish a social brand and voice. The challenge will be whether or not the social persona that they take on is authentic enough that the broader community is going to enthusiastically embrace their presence and willingly engage with their companies online. In social media, as in fashion, expect things to change again very soon! e Kevin MacKenzie is an account manager at Marshall Fenn Communications where he leads the social media practice. Learn more at www.mfsocialrecruiting.com

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e ee Marketing

Brand Presentation: Building Them Into Standouts

By Rob Whitaker

How do you make a brand stand out? Over my 25 years as creative director of RLWdesign, a retail and environmental design firm working with some of the world’s largest retailers and manufacturers, I get this question all the time. It’s easy, as long as you understand the challenge.

28 Travel Goods, Fashion & Accessories Magazine

Firstly, you need to know that a brand is a very specific thing. If it’s a great brand, one with strong values and a long standing tradition, and one that expects you to part with hard earned cash, then there is a 50/50 chance your customer will see it and either love it or hate it. Knowing this, retailers have to choose their brands carefully based on their customer's identity.

Brands are intended to polarize people. You either love them because they’re gorgeous and desirable, or you hate them because they don’t line up with your own personal values. Or maybe, in some cases—such as a full set of Louis Vuitton luggage in a Bentley Coupe—the brands can be foreign to people like me because we can’t afford such niceties. No one likes to be excluded; so many rationalize that such things are unnecessary to a happy life, and that those people who drive Bentleys with matching Louis Vuitton luggage filled with great clothes are actually hiding a deep personal despair—at least, that sentiment certainly helps some of us (including me) feel better anyway. Brands love exclusion and aspiration because they know that we would participate if we could.

Marketing e ee

Brand Attraction

My point is that every brand is not for everyone, and the display method is different for all. But what makes them attractive?

Think about your best friend. If your best friend is anything like my best friend, there is a strong bond between the two of you that defies exact definition. We are talking about an imperfect person, because no one is perfect—especially your best friend. Yin and yang, give and take, and pros and cons are what make up the personality ‘soup’ that nets the “best friend” status.

At the risk of alienating any best friends I have ever had, here is a fictional sample list of their pros and cons: • Pros: Adventurous, friendly, wise, funny, accessible, reliable, not as good looking as me.

• Cons: Moody, cheap, gassy.

A list of pros and cons works for brands too. What makes you love your favourite brand of denim? That brand could be Levis or Cheap Monday or something inbetween. They both have attributes that represent the various truths which are the basis for our level of aspiration to the brand.

I remember the first pair of Levis I purchased when I was finally able to persuade my mom to spend a little extra money, compared to the never-fading generic department store jeans she could have had delivered right to our door. Once I started to wear Levis, I felt like I was part of a larger community; one with style that included plaid shirts and Kodiak boots. It was the cool uniform, and the Levis brand was an integral part of that look.

Advance 30 years (ok, 35 years) and the selection of denim has increased dramatically. Jeans used to cost $25 a pair. Now they start at $65 and can be easily sighted at over $300 per pair. The Cheap Monday, at $90 per pair, looked surprisingly like the never fade jeans my mom used to buy, but that’s cool now and I have always been ahead of my time (thanks mom). Cheap Mondays are medium priced and obviously not Levis. Some people like Levis and some people like Cheap Mondays.

However, in The Catcher in the Rye, the great American author JD Salinger makes a salient point about economic segmentation of society, when Holden observes that “people with different brands of luggage can’t share a room”. Interestingly, those brands can't share shelf space either.

The easiest way to help a brand stand out is to establish a single brand store and name the store after the brand. In this scenario, you should choose a retail space that is large enough to tell the brand story and use colours, materials, service, and merchandising methods that are in keeping with the brand. This will build the brand’s presence.

It’s not as easy when you have a multi-branded store. It’s like a museum with a curator. Every brand you choose to display needs to be in keeping with the store’s ideals. Are you offering bags at $35 to $175, maybe occasionally as high as $350? Or are you offering bags at $350 to $1,350, maybe as high as $3,500 sometimes? In either case, each brand has to be carefully selected so as to create a consistent and compelling retail experience for your customer.

You might opt to select brands that have similar price points but have distinctly different characteristics and values. With the number of brands selected according to how many can be adequately housed, design your store to support your own retail brand primarily and treat your selected brands as secondary. This is the curated store model, with you as the curator. The nice thing about this scenario is that it allows you some flexibility to respond to the market. As long as you are in keeping with your store’s overall ‘brand’, you can swap out sub-brands as needed.

So how do you show a brand? How do you make it ‘pop’ off the shelf? Choose brands with a good story and give them the space to tell their story. In a single brand environment, the brand is the star.

In a multi-brand environment, you – as curator – are the real star and the great brands you choose to surround yourself with are your supporting characters.

Rob Whitaker is the award-winning founder, creative director and president of RLWdesign, and has designed over 1000 retail venues and restaurants in Canada and throughout the world. Contact him at info@ rlwdesign.ca or visit www.rlwdesign.ca.

Making Brands “Pop”

So if each brand has its own audience and story, how do you make them stand out? As a retailer, you need to choose brands that are congruent with the values of your retail concept. You need to consider the space required to adequately display a brand. This will determine the number of brands you can successfully house. Each brand needs space to communicate in your store. The brand story has to be allowed to be told in a clear manner. The easiest way to do that is to limit the number of brands that you present so there is less competition for the attention of the customer.

The handbag has become an important statement about a person’s “persona”; their position in the economic hierarchy and their personal style. That said, the price range for handbags can be $35 to $3,500 or more, and the people who buy them are very different. Side by side on a shelf, the $35 brand will fight with the $3,500 brand, with the retailer being the loser. To get the right customer in the store to look at that display will be next to impossible. To adequately show the $35 handbag, the merchandising methods and brand story will be entirely different than those employed for the $3,500 handbag.

Now consider a $350 handbag and a $1,350 handbag These two brands probably have brand stories that speak to generally the same type of customer. In your store itself, the brands tell a different story that speaks to your ability to find quality products at varying price points, that your customers will love.

Maybe your retail concept offers handbags in the range of $35 to $175, and you have thirty on display in your store. Those products have a brand story too. Give them space to tell their story and pump up their hype, and you will find the right customer coming through your door.

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Industry News & Views

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Mancini's Move Ma rks New In Septem Era ber 2011, Mancini m headquart ov ers in La chine, Qu ed to its new corp Montreal’s orate ebec—ho finest we me to so st-end in 15,000+ me of dustrial p sq.ft. corp arks. The orate hea designed dqua n ew showroom displaying rters features a cus fine prod tom Mancini's ucts, as array of ov well as e shipping er 300 nhanced facilities. C ware lients and their new partners a housing and contact in re asked formation: MANCINI to note Leather G oods Inc. 3105 Jean -Baptiste-D eschamp Lachine, Q s Bouleva ué rd, Tel: 514.63 bec H8T 3E4 3.0577 (1.8 00.276.83 Fax: 514.6 46) 33.1047 (1 .800.473.5 925)

Benchmade Leath erworks Accessor izes Big things are happen ing at Benchmade Le atherworks.

Recently, the compan y became the sole dis tributors for Celeste Stein hosiery in Canada; a line co nsisting of socks, leggings and tights, available in so lid colours or in 2000 different print de signs.

Benchmade also rec ently welcomed two new reps to its team: Eva Lu tes (50 6-855-1095 or evalutes@ nb.sy mp ati co.ca) in Mo nc ton N.B, wh o will be covering the Mariti me Provinces; and Pam Ireland Ag en cy (6 04 -6 87 -3 361 or pa mi rel an da ge nc y@ telus.net) in Vancou ver B.C.

In-Sport Fashions Introduc Tram Foo es twear an d Muks Montreal-b ase new lines to d In-Sport Fashion s is excite its 2012 off d to introd erings. Ins TRAM will uce 2 pired by cit offer the C y life and fa anadian m waterproo shion, arket a ne f, comforta w genera ble, and s women, m tion of tylish three en, and k -season b ids. In-Sp exclusive C o o o ts fo rt F anadian d istributor fo ashions is also now r and authe r the MUK the ntic Muklu S line, the k boot ma fashion-fo original de popula rward con r by celeb sumers th TRAM are rities and e world ove due to d r. Both MU ebut in F inquiries: KS and all/Winter Andrew N 20 elson,. S insport.ca ales Man 12. For sales or 1-800-4 age 65-9637 x3 8 Visit ww r: anelson@ w.insport.c a

30 Travel Goods, Fashion & Accessories Magazine

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Canton Fair is Coming Soon!

The 111th session of the China Import and Export Fair takes place April 15 - May 5. With an exhibition area of 1.16 million square metres, it will feature 58,700 booths representing over 20,000 domestic and overseas enterprises. Generating as much as tens of billions US in business, the Canton Fair is the best platform to grow your business in China. The fair will feature: Phase 1 (April 15 – 19): Electronics & Household Electrical Appliances; Hardware & Tools; Machinery; Vehicles and Spare Parts; Building Materials; Lighting Equipment; Chemical Products; International Pavilion.

Phase 2 (April 23 – 27): Consumer Goods; Gifts; Home Decor.

Phase 3 (May 1 – 5): Textiles & Garments; Shoes; Office Supplies, Cases & Bags, Recreation Products; Medicines, Medical Devices, Health Products; Food; International Pavilion.

For more information or to join, contact the Canton Fair Call Centre at: 86-20-28-888-999, or by email at info@cantonfair. org.cn Visit: www.cantonfair.org.cn

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Visit us at the LLHA Show in Toronto April 22nd - 24th 2012 booth #217-223

Salsa Deluxe

Available at the RIMOWA Boutique Store 101 Bloor Street West, Suite 101, Toronto, ON M5S 2Z7 (Bloor & St. Thomas) www.rimowa.com

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