One-stop shopping.
That’s the differentiator of the Dallas Market Center, which showcases everything from gifts, home and lighting products to men’s and women’s apparel, accessories, footwear and kidswear — as well as a hefty dose of Western and English products.
With more and more retailers seeking to increase the variety of products on their selling floors, the opportunity to add something out of the ordinary has proven a successful strategy for the stores and the DMC, which has grown to become the largest apparel and accessories marketplace in the U.S.
“We all talk about lifestyle and some people say it’s an overused term, but so many apparel stores are buying gifts now and gift stores are buying apparel,” said Cindy Morris, president and chief executive officer of the Dallas Market Center. “They identify their customer and what that customer wants, whether it be a great candle or a personal care product.”
You May Also Like
So a merchant can just stroll the floors of the 5 million-square-foot campus at the World Trade Center with its 800-plus permanent showrooms and hundreds of temporary exhibits at any time, or during one of the Dallas Market Center’s five rounds of scheduled annual shows to search out product to fit those needs.
This month, the DMC will kick off its fashion week on Tuesday with the Dallas Apparel & Accessories women’s show and Kidsworld, followed the next day by the Western/English Apparel and Equipment Market and American Equestrian Trade Association. The week wraps up with the Dallas Men’s Show, which opens with a preview on Friday and runs through Monday.
With the Western trend so strong and brands in a variety of categories including golf and outdoor among the offerings, retailers attending the shows will have the opportunity to browse a number of categories. Among the additions this time are Cotton & Rye Outfitters, Rodeo Hippie and Thread & Supply in the women’s contemporary and Western areas, while Young Robot Sales will be bringing Smith eyewear, Brixton hats and apparel and Blenders eyewear to the men’s market for the first time, and Roostas & Bluecrest will debut its collegiate-licensed apparel.
Although the shows have been held for decades, everything changed during the pandemic, Morris said. “During COVID, we picked up a fair amount of market share,” she said.
Because the state of Texas was only closed for six weeks, the DMC was able to reopen quickly to service the needs of retailers seeking to fill their shelves. “During the pandemic, retailers had to rethink where they’d buy product,” she said, singling out a store from Seattle that had historically shopped on the West Coast but shifted to Dallas because of its breadth of offerings.
“Our men’s show quadrupled in size and our business got way stronger,” she said, “particularly on the apparel side.”
Once the rest of the country opened up, Dallas was able to retain — and expand — its reach, transforming from a regional show into one that attracts stores from around the U.S. as well as internationally.
Helping to boost business was a deal the DMC made with WESA to relocate its popular Western and English show from Denver to Dallas beginning in 2021. That show had been in Denver for a century, “but, being Texans, we always felt the Western industry belonged in Texas,” Morris said. That same year, the AETA show also relocated from King of Prussia, Pa.
“It brought a whole new category of retailers to us,” Morris said, adding that it also benefited the exhibitors and retailers, who experienced improved business. “It’s been absolutely phenomenal for them and us. It’s a huge win-win.”
In June, the Select Independent Formalwear Association will hold its annual conference at the DMC during the women’s market. “We’re always looking for the next trend,” Morris said with a laugh.
But first up is the January market, where the DMC will highlight its 150 women’s, 120 Western and English, 26 men’s and 64 permanent kids’ showrooms along with 450 temporary women’s apparel and accessories exhibitors, 220 equestrian, more than 350 Western, 140 men’s and 35 kids’ in its Market Hall. In addition to merchandise for the summer season, the show will offer a cash and carry section for immediates.
“It used to be that the market was March and October,” she said, “but the cycle has changed so dramatically, and retailers are buying closer to need.”
Dillard’s has a permanent office at the DMC and the shows are expected to attract other large stores like The Buckle, Von Maur, Hemline and Dry Goods and others, Morris said, along with thousands of independent specialty stores and some international retailers. Morris added that stores from Mexico, Central America, South America and Australia are expected to attend since stores in these regions are particularly interested in Western wear.
All stores attending the market will be invited to two fashion shows: one for women’s contemporary merchandise and another for Western and English fashions on Jan. 20 and 21, respectively. Morris said these shows are not pay-to-play, but are “editorial,” and created by the DMC team to highlight the trends of the season.
There are also a slew of events throughout the week including hat shaping, boot shines, the introduction of influencer John Mark’s ribbon line, cocktail parties and tailgates. But beyond the parties and festivities, the primary purpose of attending the January market is business. And Morris expects spirits to be high among attendees.
“All indicators are really strong,” she said. “In talking to retailers, they had a great Christmas. Last January was challenging with the tariffs and the pricing of goods, but everybody got the goods, they priced them and they flew off the shelves. So we’re looking forward to very strong January shows.”
