Cargo Recap Jan 2009

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. In justtwo days, Cargo attracted over 600 fashion industry professionals

proving the need for a new, revolutionary choice in the way tradeshows function.

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.

January 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

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. During the two-day event, fashion brands sold wholesale to retailers with the addedbenefit of having consumers shop their favorite urban, sportswear brands and emerging designers under one roof.

WHEN: January 19 & 20, 2009, 10 a.m. – 8 p.m.Opening night reception: January 19, 9 p.m. – 1 a.m.

WHERE: St. Patrick’s Center, 268 Mulberry St., NY, NYOpening night reception: Libation, 137 Ludlow, NY, NY

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

Testimonials“The Cargo Show is a solid energetic alternative to the same old cookie cutter apparel shows. It provides a great environment with good people and a good mix of brands, both starting up and established, with one thing lacking....pretension!”

- Laurent Huttinot, The Brothers Brooks Showroom

“At Wildchild Nation we're always looking for economical opportunities to generate sales. Not only were we able to cover our booth fees from cash and carry sales at the event, but we also grew our wholesale business with several boutique orders and made some great networking connections.”

- Marc David, Wildchild Nation

“Bigger is not always better and the CARGO trade show is a testament to that notion. It was well edited and had a laid backatmosphere. 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.

FlyKickzFutureKicksGood WoodGOTTKGO

JEDI-denti-tee

Lavie

Oluwa clothingOne punch machine gun

RazaRebel AireRich Yung

Scroll “N” ArtzSweet Cheba

Tatoot BagsTHESNKRBOX

TrikoTriple Fat Goose

Unnecessary ClothingWild Child Nation

AmivectioBryson Brooks

Cultured ApparelDaylnn ClothingDonkey Clothing

DPRCE.5 Charlie

Experiential ActivationSneaker Battle

Bringing another unprecedented element to the event, Cargo’s Shopper’s Delight featured a custom sneaker battle, in which artists from across the country were invited to enter the competition. Five finalists were selected to showcase two custom sneaker designs live at Cargo’s Shopper’s Delight for attendees to vote for the winner. The sneaker battle was a success in adding an artistic twist to the trade show, further engaging consumers and authenticating the lifestyle that is at the root of Cargo.

FlyKickz, Connecticut

Futurekicks, New York

GOTTKGO, Connecticut

Reble Aire, New Jersey

THESNKRBOX, Atlanta

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 BeerBeck’s bar at Cargo’s Shopper’s Delight event, branded premiums at bar and in gift bags, sponsorship of opening night reception, on-site signage and logo exposure, logo in marketing materials and website

Smartwater & Vitaminwatersmartwater bar with at Cargo’s Shopper’s Delight event, logo in marketing materials and website, logo exposure at opening night reception

Café BusteloBustelo coffee bar at Cargo’s Shopper’s Delight, branded gift bags, product sample in gift bags, logo in marketing materials and website, logo exposure at opening night reception

Oral FixationProduct sample in gift bags, full-size product in VIP gift bags, product distribution and logo exposure at opening night reception, logo in marketing materials and website

WB MasonProfessional products provided for exhibitors, WB Mason staff presence

Media PartnersMaximizing Cargo’s Reach

Through strategic media partnerships, Cargo reached a broad yet targeted audience both locally in the New York area and nationally.

KarmaloopTVThe largest streetwear e-retailer. • Announced Cargo’s Shopper’s Delight through the Karmaloop blog• Attended Cargo to film event coverage• Aired a four minute Cargo segment on KarmaloopTV’s Daily Loop

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

LTD MagazineExclusive streetwear industry publication/retailer guide.• Featured Cargo’s Shopper’s Delight on LTD website via hyperlinked banner• Provided product for gift bags• Upcoming issue to feature in-book recap

VibeConsumer lifestyle publication.• Featured Cargo’s Shopper’s Delight in e-newsletter• Provided product for gift bags• Upcoming issue to feature in-book recap

Thrillist.comMen’s fashion, entertainment, trend website.• Featured Cargo’s Shopper’s Delight in recommended events e-newsletter and on homepage of website• Invited Thrillist subscribers to invite-only private shopping hour

Press & Blogger Coverage• Amivectio • Anatomy• Antenna• Around the Way Girls • Cashmere• ClubPlanet• Exhibiting brand blog’s• e2k

• NocheLatina• Rawkzfixed• Social Networks• The Source• Thrillist.com• Time Out• Urb Magazine• Vibe Magazine

• Elegant Scrollin• Format• Going New York• Hip Hop Press • Josh Spear• Karmaloop.com• KarmaloopTV• Ladies Lotto

Total Impressions: 5,000,000+

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 trendy group Gym Class Heroes to the Who’s Who of the industry featuring fashion buyer juggernauts Will & Holland of Karmaloop.com and Publisher of LTD Magazine Hawaii Mike.

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• 7,000+ subscribers with high pass-along rate

CargoTradeShow.com

Marketing Materials

Cargo’s Opening Night Reception Flyer

Cargo’s Shopper’s Delight Flyer Cargo’s Sneaker Battle Flyer

Next ShipmentWhat: Cargo Trade Show’s

Cargo’s Shopper’s Delight

When: July 2009

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

Who: 2,000+ consumers & industry insiders