Cargo 07 09 Recap Reduced

Fashion • Art •

Music

July 2009

Cargo

Overview

DetailsWHEN: July 20 & 21, 2009, 12 p.m. – 8 p.m.

Opening night reception: July 20, 9 p.m. – 1 a.m.

WHERE: St. Patrick’s Center, 268 Mulberry St., NYOpening night reception: R Bar, 218 Bowery, NY

WHO: 2,000 consumers, fashion buyers, retailers, designers, press

Cargo is an independent fashion trade show and shopping event for tastemakers and decision makers in the cutting-edge streetwear fashion industry. Participants include streetwear consumers, designers, retailers, buyers, distributors, manufacturers, press and media. Reinventing the way brands and buyers do business, Cargo strips away convention, providing an entertaining, personalized environment to engage consumers.

Event Elements• Fashion Trade Show• Shopping Event• Sneaker Battle • Art and Music Integration• Custom Sponsor Activations

Promotion and Marketing• E-blasts/website• Pre-/post-event press releases• Radio spots (Hot 97)• Cargo viral videos• Strategic media partners• Social networks• Cargo Manifesto e-newsletter

BackgroundBorn of a vision to provide an alternative platform for the designer sportswear and luxury streetwear markets, Cargo launched in July 2008 in New York City.

The first event showcased a handful of progressive brands in a non-traditional venue in New York City’s Lower East Side, the burgeoning boutique shopping and avant-garde nightlife scene. With good music, drinks and an intimate atmosphere, Cargo provided a productive ambiance for an exceptional debut.

Following the debut, Cargo received incredible buzz. The sophomore show in January 2009 again broke new ground by opening the event to the public with Cargo’s Shopper’s Delight, a lifestyle pop-up shop. The show quadrupled in size, showcasing a total of 27 brands and attracted nearly 2,000 attendees.

In July, 2009, Cargo celebrated it’s first anniversary. The third installment trade show again demonstrated the event’s growth and maturity through a refined set of exhibiting brands, the addition of visual art showcases and new partners that added a deeper level of interaction with event attendees. All in all, the third show generated more buzz and press than ever, officially securing Cargo’s position among fashion industry leaders.

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July 2009Our Challenge

Due to the economy, the fashion industry found itself In the worst retail environment the industry has ever seen. Budgets were cut, buyers were either not attending trade shows as they had in previous years or they simply were not buying. Retailers had a dismal record of sales and found themselves sitting on inventory that they desperately needed to sell. A conventional trade show for the industry only was not the best solution for the retailer going through economic hardship.

Our Solution

In January 2009, we developed Cargo’s Shopper’s Delight, an independent fashion trade show event and lifestyle pop-up shop—the sole trade show open to the general public. The two-day event was recreated again in July, allowing fashion brands to sell wholesale to retailers with the added benefit of having consumers shop their favorite urban, sportswear brands and emerging designers under one roof.

Testimonials“The show was great. Love it. I think Cargo is doing a good job. I live how smaller, independent brands are getting a venue to showcase their work. You guys are rockin’ it so keep going on... We needed something to let people know that we're still around, so it's a good thing.”

- Triple Five Soul

“We had a great show again, as we did last year. I love it. My basic characterization for the show is like the Village, New York City, circa 1990-91. No pretentions. It's a place where everybody from every corner gets together. There's no established criteria for brands. If you want to come here and have a good time, have a great show, this is really a good environment for it. I'd like to see Cargo maintain the identity, stay organic. Grassroots man, that's what it's all about. Keep rockin’."

- The Brothers Brooks Showroom

“Bigger is not always better and the CARGO trade show is a testament to that notion. It was well edited and had a laid back atmosphere. It offered everyone a more intimate experience that is conducive to building relationships.”

- Eric Cano, Antenna Magazine

Experiential ActivationLifestyle Pop Up Shops

Cargo’s Shopper’s Delight provided a platform to the following brands from across the country. Each used a 10’ x 10’ booth space to exhibit their upcoming lines for the next season to wholesale buyers, while selling their inventory to the general consumers at a great price.

AmivectioBurden ClothingBryson BrooksDanny Hastings

E.5 CharlieFlyKickz

Good WoodKana Beach

LavieOdd Men Out

One Punch Machine Gun

Rebel AireRich Yung

Rolling PaperRuz Works

Sabit

Soulfood NYCTriko

Triple Five SoulUnnecessary Clothing

Wei NgWild Child Nation

Experiential ActivationSneaker Battle

Bringing another unprecedented element to the event, Cargo’s Shopper’s Delight featured a custom sneaker battle, sponsored by Beck’s Beer. Artists from across the country were invited to submit entries. Finalists showcased custom sneaker designs live at Cargo’s Shopper’s Delight for attendees to vote for the winner. The sneaker battle extends the artistic aspect of the trade show, further engaging consumers and authenticating the lifestyle that is at the root of Cargo.

FlyKickz, Connecticut

Ruz Works, New York

Soulfood NYC, New York

Reble Aire, New Jersey

Experiential ActivationSponsorship Integration

Cargo’s Shopper’s Delight provided a platform for sponsors to engage an often elusive group of fashion-forward consumers and fashion industry decision-makers and trendsetters. Through each specific activation, the following sponsors contributed to the overall Cargo experience.

Beck’s BeerExclusive Sneaker Battle sponsor, Beck’s bar at Cargo’s Shopper’s Delight event, branded premiums at bar, sponsorship of opening night reception, on-site signage and logo exposure, logo in marketing materials and website

Medalgia d’Oro CoffeeMedalgia d’Oro coffee bar at Cargo’s Shopper’s Delight, product sample in gift bags, logo in marketing materials and website, logo exposure at opening night reception

Pop Chipssampling at Cargo’s Shopper’s Delight event, logo in marketing materials and website, logo exposure at opening night reception

ZipcarZipcar “shuttle” service, on-site signage, logo exposure at opening night reception, logo in marketing materials and website, mention and promo code in e-blast, brochure in gift bags

Colombian PowerSampling at Cargo Shopper’s Delight, logo in marketing materials and website, logo exposure at opening night reception

WB MasonProfessional products provided for exhibitors, WB Mason staff presence

Media PartnersMaximizing Cargo’s ReachThrough strategic media partnerships, Cargo reached a broad yet targeted audience both locally in the New York area and nationally.

Antenna MagazineLeading fashion industry/lifestyle magazine.• Featured Cargo’s Shopper’s Delight on Antenna website via hyperlinked banner• Provided product for gift bags

Thrillist.comMen’s fashion, entertainment, trend website.• Featured Cargo’s Shopper’s Delight & opening night party in recommended events e-newsletter & on homepage of website• Invited Thrillist readers to shopping hour and VIP party entry

MadeMan.comNew men’s national online lifestyle magazine.• Featured Cargo’s Shopper’s Delight and Sneaker Battle on site• Included logos, links and video

KarmaloopTVThe largest streetwear e-retailer. • Announced Cargo’s Shopper’s Delight through the Karmaloop blog• Pre-event coverage

Press & Blogger Coverage• A-list Radio• Amivectio• Antenna• Burden Clothing• ClubPlanet• Concrete Jungle• Crème Magazine• Dirty Debutante• Entrepreneur• Eventful• Examiner• Facebook• Forbes

• RedOrbit.com• Revive Customs • Sabit• SoJones.com• Thrillist.com• Time Out• Twitter• Urb Magazine• Westport News• Women’s Wear Daily• Yahoo!• Yelp• YouTube

Total Impressions: 6,500,000+

• Global Grind• Going New York• Hot 97• Jake’s Blog • Karmaloop.com• KarmaloopTV• Ladies Lotto• Limite Magazine• LinkedIn• MadeMan.com• NBC.com• New York Daily News• Odd Men Out

Marketing Materials

Cargo’s Shopper’s Delight Flyer

Cargo’s Opening Night Reception Flyer

Cargo’s Sneaker Battle Flyer

Cargo Opening Night Flyer

Cargo Sneaker Battle Flyer

CargoTradeShow.com

Cargo ManifestoCargo Manifesto is a one of kind monthly newsletter that covers a variety of topics within the fashion industry. Past Manifesto’s have included the chart- topping group Gym Class Heroes as well as the Who’s Who of the fashion industry such as fashion buyer juggernauts Will & Holland of Karmaloop.com and Antenna Magazine’s Eric Cano.

Cargo Manifesto providesa refreshing perspective and an inside look to the fashion industry with candid interviews from designers of their favorite fashion brands to artists and personalities that are forever pushing fashion forward.

Cargo Manifesto Facts:• Monthly newsletter• Great platform for Advertising• One-of-a-kind within industry• 10,000+ subscribers with high pass-along rate

Next Shipment (sign up now!)What: Cargo Tradeshow

Cargo’s Shopper’s Delight

For info contact us: [email protected]

When: January, 2010

Where: St. Patrick’s Center, 268 Mulberry St., New York, NY

Who: 2,000+ consumers & industry insiders

Appendix (web coverage)