More than 10,000 square feet of new and expanded showrooms, top line debuts, plus educational and trend programming set the stage for inspired spring bridal and social occasion buying at the VOW | New World of Bridal Market.
“The April VOW market has become an integral part of the spring social occasion buying season,” notes Bob Maricich, International Market Centers chairman and CEO. “Manufacturers and retailers gather here for the experience: the unique showroom presentations, the focus on education and the accessibility and continuous exploration of the trends driving the social occasion industry.”
Strong leasing has produced new additions to the showroom and temporary collections, creating the largest-to-date spring VOW Market, with more than 100 exhibitors. Debuting in April are FLAIR and SCALA on Floor 10, Jadore Evening on Floor 12 and ALETA on Floor 14. Johnathan Kayne and Temptation Dress relocate and expand on Floor 10; Colors Dress expands and Forever Unique relocates on Floor 12; and Jessica Angel expands and Nicole Bakti relocates and expands on Floor 14. The new showrooms join more than 50 additional permanent bridal and social occasion showrooms.
The temporary VOW collection is almost 40 percent larger than last April with 40+ lines showing in temporary showroom space and as part of The Collective, a permanent temporary collection and trend incubator. Bridal, mother-of-the-bride, wedding party, special occasion and accessories lines making their spring VOW debuts in the temporaries include: A’Dor Couture, Bahar & Reza, Bonny Bridal, Celo Moda, Callista Bride, De Louice, Frascara, Jessie Q, Kromagnan, Lux and Love Designs, Marc Defang, Minian Wong, Pixton Design Group, Renée Grace Bridal, Soltek by Marie Berard, Tiny Treasures and Wayne Clark.
In addition to these newcomers, top lines including Adrianna Papell, Allure Bridals, Andrea & Leo Couture, Calla Blanche, Carrafina, Casablanca, Design by Conception, Evelyn Bridal, Feriani, Fiore, House of Wu, Jasmine Bridal, Jovani, Justin Alexander, Lo’ Adoro by Rachel Allen, Mary’s Bridal, Michelle Bridal Plus Sizes, Mon Cheri, Moonlight, Morilee by Madeline Gardner, Sherri Hill, Stefanie Somers, Teri Jon and Venus also will be showing at VOW in permanent and temporary showrooms.
VOW’s signature educational programming begins on Monday, April 1 with the Pre-Market Day of Education. Bridal retailers will enjoy an afternoon of thought-provoking and business-building content highlighted by a new experts panel featuring Beth Clark of The Bridal Chateau (Williamsville, N.Y.), Stella Jones of Stella's Bridal Boutique (Le Roy, N.Y.) and Roxanne Schatz of Amelishan Bridal (Hubertus, Wis.). The afternoon with the experts begins with personal interviews at 3 p.m., followed by round-table discussions offering a deep dive into four business-shaping topics: “Staying Strong Through Storms,” “The Crazy World of Bridal Customer Service,” “Building a Legacy Team” and “Personal Branding” at 4 p.m., and the semi-annual Experts Panel at 5 p.m. Educational opportunities extend throughout the week as each day opens with a keynote speaker. Celebrated bridal business expert Wendy Rivera of Do You Speak Bride? appears exclusively at the VOW Market, moderating the pre-Market programming and kicking off the keynote series with “The Top 3 Things Drastically Affecting Closing Ratios” on Tuesday, April 2 at 8 a.m. Artie Sposaro, sr. principal team leader: Service & Hospitality at Chick-fil-A, Inc. presents "Excellence in Service + Hospitality" on Wednesday, April 3 at 8 a.m.
The trendsetting styles that bridal and social occasion retailers need to know are highlighted throughout the Market, both digitally and in real time. The can’t-miss VOW | New World of Bridal Fashion Show takes place Tuesday, April 2 at 6:15 p.m., presenting looks for brides, bridal parties and social occasions. Trend vignettes and social posts pushed through the Atlanta Apparel App make the trends accessible during buyers’ shopping trips.
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