UBM Fashion to Launch First Consumer-Facing Fashion Trade Show, VINTAGE@Intermezzo

July 27, 2017

UBM Fashion is gearing up to debut VINTAGE@Intermezzo, its first-ever consumer-facing fair inside Intermezzo Collections, one of six fashion trade shows within the NY Women’s August Marketplace.

Set for Aug. 6-8 at the Javits Center in New York City, the show’s newest fair will focus on eclectic vintage apparel for retailers and consumers, with a curated selection of vintage dealers showcasing one-of-a-kind apparel and accessories collections.

According to show officials, VINTAGE@Intermezzo was introduced for two reasons: to expose retailers to an entirely new level of product they may have overlooked or just simply didn’t know how to obtain for their stores, and to welcome NYC consumers to shop the wide array of vintage collectors UBM Fashion has partnered with to produce the new event. 

“We are launching the consumer element to VINTAGE@Intermezzo because it speaks to a very vibrant community that lives among us in the fashion industry but up until now, hasn’t had access to our marketplace,” explained Peter Berta, Intermezzo Collections show director.

He continued, “By offering a venue for lovers of vintage to shop alongside our retail store attendees, we create an inclusive atmosphere where our retailers can be inspired and learn how to incorporate vintage fashion and accessories into their assortment setting their stores apart from their competition.” 

Intermezzo Collections first debuted its B2B VINTAGE@Intermezzo neighborhood at the NY Women’s May Show with returning curator and industry expert, Bridgette Morphew, founder and creative director of Morphew Concept.

“To present and curate a vintage fair within a fair as significant as Intermezzo that is accessible not just to fashion insiders but also to fashion fans is the realization of a decade-long dream of ours,” Morphew said.

She continued, “We truly believe that if you can understand the past, you can predict the future trends and style movements.”

According to Mike Alic, UBM Fashion managing director, the company had been looking at consumer fashion event concepts for some time before deciding to dip its toe in B2C waters with the vintage fair.

“We decided to start with VINTAGE@Intermezzo because it’s a natural fit for the dealers who are our exhibitors – they are already geared to selling directly to fashion enthusiasts as well as to retailers,” Alic explained.

He continued, “Based on how this launch goes, we’ll look at other categories where letting consumers into the events might make sense. It won’t be a blanket approach – we’ll look at each category individually. Adding direct contact with consumers where our brands want it is part of a bigger strategy: we view our events as a set of services that help fashion brands grow their sales – we’re not just selling booth space.”

Each vintage dealer will showcase a unique facet of the industry with product available for wholesale and retail, ranging from luxury vintage designers, gowns and furs, to rare Victorian and Asian pieces alongside accessible active and sportswear, denim, t-shirts and personal pieces from the closet of esteemed fashion designer Norma Kamali.

In support of the new fair, the show will also host a “Value of Vintage” panel discussion moderated by Lauren Parker, editor in chief of Accessories magazine, that will feature fashion icon Iris Apfel, Norma Kamali and Stephanie Solomon, vice president and fashion director at Lord & Taylor, who will speak on the benefits of vintage and how retailers can use it to set their stores apart.

Additional show highlights will include a Spring/Summer 2018 Trend Presentation and a Q&A with Rachel Shechtman, founder of themed retailer STORY, who will delve into how she concepted a brick-and-mortar experience that feels like a live webpage with its ever-changing themes, products and point of view.

Last year, UBM's NY Women's August Marketplace attracted an estimated 12,000 attendees and 1,200 exhibitors across a sprawling trade show floor.

Vintage fashion consumers can shop alongside retailers at VINTAGE@Intermezzo by purchasing a $20 admission ticket. 

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. 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Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.