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Individuality ruled at Liberty Fairs and Capsule

By Kristopher Fraser

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While there is constant talk of trends in every facet of fashion from shoes to handbags, this season at Liberty Fairs and Capsule tradeshows, brands were more focused on their own individuality. Judging by the brands who expressed their delight with their number of new wholesale accounts, the strategy works.

Toronto-based Muttonhead brought their everything made in North America, unisex line to Capsule to continue to expand their outdoor loving customer. The brand, which is very popular among couples, has two brick and mortar stores in Canada always uses trade shows to connect face-to-face with customers and accounts, and found that their ability to bring in more accounts was based on staying away from trends, and focusing more on what appealed best to their customer base.

"We are more into durability than trends," said Penny Lebo, wholesale manager for Muttonhead. "We focus on durability, technicality and longevity of a piece so customers can have it for ten years."

The advantage of having everything based in North America is they are able to keep a tight oversight on quality control. In terms of fabrics, they do a lot of heavy canvas, denim and cotton twill. One of their most popular new offerings is a bonded soft shell, creating a completely waterproof membrane, where the outside shell is bonded to the fleece on the inside.

Brands push their unique market differences at Capsule and Liberty Fairs

Jeff Scott of Los Angeles-based Fairplay hopped on the athleisure train several years ago beginning with joggers. Rather than just trying to do another pricey athletic line, Scott differentiated himself from his competitors by focusing on cut and sew.

In order to make sure he has a strong product, Scott does something most other brands wouldn't dare dream of doing: he takes marginal hits to bring strong products to the consumer. Although, he has no problem with it, because his customers keep coming back.

"My customers are getting quality merchandise that should be a lot more expensive, but they are getting something that costs more than it should at an affordable price, so they continue to purchase from us," Scott said.

International vendors were finding strong footing at Liberty Fairs this season, too. Andres Locoya, CEO of Madrid-based Hystrix shirts, started his brand online in Europe, and his customer base has grown to be 70 percent American.

In his efforts to expand his business in the United States, he is focusing on more e-commerce. His line includes heavily patterned shirts with prints like florals, glasses, motorbikes and various geometric shapes in an endless array of colors.

As men are becoming less afraid of patterns, Locoya is on trend and is dipping his toes in the New York market.

More established brands were taking the opportunity to push their new aesthetic and product offerings, but still show they are uniquely them.

Prps is keeping the foundation of their aesthetics, giving customers a variety of washes for denim and abrasions. Their most popular fit was previously the Demon fit in slim, but as men continue to wear their pants slimmer, they have created a new fit, the non-stretch Le Sabre fit with a 14-inch opening at the bottom that has been well received. Their stretch slim-fit, The Windsor, which has a 12-inch opening at the ankle, also saw strong reception from their accounts at Liberty Fairs.

Appliqués and hem details on tops were a new focus for the brand this season as well.

As for the next goal for Prps, they are relaunching women's.

"We felt it was time," said Lynn Murdaugh, head of national sales for specialty stores at Prps. "There are great denim brands that are out there, and Donwan is our master of denim. We had women's before, but it was very time consuming as he was the only creative director. Now, he feels it is time to jump back into the mix."

In terms of how they are differentiating themselves from competitors, they are focusing on the great wash techniques and treatments that have been so unique to them. They already have a strong men's customer base, and women who are nostalgic for Prps women's.

This season at Capsule and Liberty, it was about how different you can get, and most brands passed the test.

The trade fair season kicked off. During the month of July FashionUnited will focus on trade shows. For all reads on tradefairs, click here.

Photo: via Liberty Fairs Facebook page

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