(Filed Under wholesale Men's Underwear News). Nir Zilberman, founder and managing director of Man Trends Agency and owner of LA Jock retail stores, is expanding his February 15-17 “What’s Next?” men’s underwear, athletic wear and swimwear show, to the delight of buyers and business owners looking for a quality change in the industry. At least 13 menswear brands will be shown, including ES Collection swimwear (pictured here), Addicted, Teamm8, Stud, Diesel, Sauvage, Timoteo, Tribe, Freedom Reigns, Cellblock 13, Go Softwear, American Jock, and Ristefsky Macheda.
The presentation will include a runway show with live male models and will begin at 10am Friday. Many of the designers will be on hand for the presentation. The location is LA Jock, 7978 Santa Monica Boulevard in Los Angeles.
Zilberman, who rose from humble roots as an LA hair stylist, cited his obsession with style and quality products and his frustration with corner-cutting, money-focused sellers and brand owners as his reason for launching his own stores, agency and trade show. Negative experiences from shows in Las Vegas become the foundation for what not to do when Zilberman started his LA trade show. Contact: firstname.lastname@example.org.
“Why LA … and not Las Vegas?” Zilberman said. “It’s all about first class! I’d rather spend quality time with each of my store owners and buyers … not rushing in Vegas to show a collection on hangers. We are showing the full collection of each of our show brands on stage with live models — we do not show brands on hangers! — so that owners and buyers can know the fit of each style so they can learn how to sell it in their stores.”
Zilberman sees his show as an opportunity for education, especially concerning important tenets like image creation, window displays, increasing sales, store events and promotions, hiring quality employees, and tips for smart buying — and many industry professionals appreciate his focus on improvement and quality.
“I have been working with Nir for multiple seasons now and it was so great to find someone in the industry that was validating many of the ideas that I thought were right but were just not being put into practice anywhere else,” said Chris Lynch of Package Menswear in Austin, Texas. “Nir’s support and brands has been a great asset to us in Austin as we have taken what was once a very sleazy business and transformed it into a high-end shop for men.”
Scott Humphris of U.K.-based gay megastore CloneZone told BODY Magazine that Zilberman’s show is about “passion, experience and understanding customer needs.”
“I have known and been dealing with Nir now for many years. He is possibly the most experienced individual with respect to his industry that I know. His passion about his business shines through to all who deal with him. It’s very hard to find a supplier like Nir who also has the experience of having their own retail outlet, giving him valuable insight and understanding into what his customer’s needs are,” Humphris said. “In fact, Nir’s experience and knowledge extends to actually giving invaluable advice to his customers in order for them to maximize their sales and with the ability to tailor ranges to their needs.”
Zilberman’s choice of location and focus on education do not go unnoticed among the show’s exhibitors and attendees.
“We are delighted and thankful that someone in the LA area … came up with this novel concept to feature selected LA and European brands and designers,” said Alex Hernandez of Go Softwear/American Jock. “This is a great alternative for designers to showcase and buyers to view the collections without the hustle and bustle of a huge trade show. Makes the experience more personal and educational for the retailers.”
“By hosting his show in LA, Nir is able to create a ‘one stop shop’ showcasing the best and ‘must-have’ brands available on the market today,” Humphris added. “Together with his years of experience and comprehensive knowledge from all aspects of the industry, this show will culminate in what any industry retail buyer could want in a show. Nir treats all brands with equal amount of respect and representation and to be part of Nir’s show is something that any brand owner or manufacturer would give anything to be a part of.”
“ES and Addicted underwear and swim lines are very important to Skivvies, so that is the biggest reason we are going — plus Nir makes it a fun event,” said Todd Seaton of Skivvies Inc. “Another added bonus is Sauvage swim and Go Softwear are also showing there, so that made it a win-win situation.”
Zilberman’s obvious passion for the industry is infectious, and it promises to result in an excellent showcase for summer/autumn 2013 men’s underwear and swimwear trends.
“It really is one of the highlights of my year to be around someone like Nir who shares the same passion and understanding as I do, not to mention that his professionalism is second to none!” Humphris told BODY Magazine. “Or, as Nir would put it, ‘Love, love, love.’”
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