DEL.ICIO.USThe Atlanta Journal-Constitution
Published on: 07/29/08
Five times a year, fashion buyers from around the country descend on Building 3 of AmericasMart in downtown Atlanta to buy the latest sportswear, trendy handbags, jewelry and prom dresses for their boutiques, department stores or other retail stores.
 Renee Hannans Henry/rhannans@ajc.com | ||
| Michelle Harrison is opening a second dress showroom in AmericasMart. | ||
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On Aug. 16, when the August Atlanta Apparel Market starts, Michelle Harrison & Associates will be stationed right outside the John Portman-designed elevators on the 10th floor with a new 1,000-square-foot showroom.
The new space — looking much like a high-end salon — will be dedicated only to special occasion dresses for mothers-of-the-bride, bridesmaids and prom queens.
"We do everything but white dresses," said Harrison, meaning she sells all but wedding gowns.
A Queens native, Harrison has built her small clothing business around AmericasMart for more than 17 years. She already has a 12,000-square-foot showroom on the ninth floor where she'll exhibit the latest sportswear and dresses catering to Southern women's "three C's": church, country club and career. She has four full-time employees and a bevy of fashion interns that help her handle the volume during the shows.
Harrison is part of a cadre of small-business owners that work in the often overlooked but mammoth complex downtown that is AmericasMart.
It's not open to the public, but to buyers of gifts, home furnishings and apparel. And the series of large buildings downtown hosts some of the city's biggest events each year.
The AmericasMart complex was founded in 1957 by John C. Portman, the architect and developer who built much of Atlanta's downtown skyline.
Today, the mart hosts more than half a million people at 25 wholesale markets for shows covering the gamut of what consumers are buying: apparel and accessories, fine jewelry, children's clothing and furniture, rugs, home furnishings, linens, outdoor décor and more.
Spanning 6.2 million square feet in three buildings, two of AmericasMart shows are Atlanta's top conventions, with an economic impact of more than $200 million gleaned from 154,000 attendees who fill Atlanta's hotels, eat out and take in the city's cultural offerings.
But the thing is: AmericasMart is about to open a fourth building — called Two West Wing — which will have 12 more floors for hosting huge events. The mart, which is overseen by Portman's son, Jeff Portman, the president and CEO, also is planning to bring back the Top of the Mart, an event space that used to host some of the city's biggest functions.
And that's good news for Harrison, who says that more and more, the gift shows at AmericasMart are helping to make her fashion showrooms busier.
"We've got the No. 1 gift market in the world," she said. "And the No. 1 apparel market. It just helps you."
Paul Daubney, who runs a permanent children's showroom on the 13th floor, agreed.
"Over the last 24 months, the apparel shop owners have learned that the gift shows have brought added traffic. And we're taking advantage of all that traffic."
Daubney represents 13 lines of children's clothing. He explained that many shop owners in the Southeast own their buildings, so they have available space to "cross-merchandise."
They are now using their stores to sell gifts, furniture and clothing. "It's a matter of putting the apparel product in front of the gift shopper," he said.
To do that, many of the permanent apparel showrooms are extending their hours during the gift shows, he said.
Harrison sells to "mom and pop" boutiques in seven Southern states, plus Puerto Rico and the U.S. Virgin Islands. Her lines usually sport retail tags from $250 to $1,000.
"We're the middle man," she said. She represents 33 dress lines, such as Maggy London and Mary Bays. She also carries products by Miss Oops, such as deodorant mark remover and double-sided tape to hide bra straps.
Despite a flagging economy and some reports of retail malaise, Harrison is reinvesting in her business at AmericasMart.
"I'm the eternal optimist," Harrison said. "You have to spend money to make money."
For Daubney, he's seeing a trend for people coming to the marts to "spend more and extend their trips," because they won't be attending as many markets across the country. Atlanta's apparel market competes with others, especially Dallas.
"People will be coming to the markets closest to them," he said, "due to $4 gas and the airlines' up charges."
He said he'll have drawings for $50 gas cards during the show, which will run Aug. 16-19.
He added that despite the economy, the mart has seen a huge growth in the permanent leasing of children's showrooms. It's been up 32 percent over the past 24 months, he said.
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