Jun 7, 2022
IMC introduces coast-to-coast bridal sourcing

International Market Centers (IMC) is set to host its semi-annual Atlanta edition of VOW Bridal & Formal, co-located with its once-annual World of Prom & Social Occasion, as well as launch its premiere Las Vegas edition this upcoming August. Now with three bridal markets a year, VOW Bridal & Formal introduces notable bridal brands to new markets and serves the needs of retailers from coast-to-coast during one of the industry’s busiest seasons in decades.

“Both Atlanta and Las Vegas are highly in-demand markets for sourcing bridal, formal and social occasion, and IMC is ready to connect those buyers and brands coast-to-coast,” said Caron Stover, senior vice president, apparel leasing for IMC. “The event industry, especially bridal, is growing at an incredibly rapid pace right now, and we are so excited that we can expand our long-standing VOW Bridal & Formal market to best serve the needs of buyers and sellers.”

Brands Expand

For its Spring edition, VOW Bridal & Formal Atlanta, co-located with IMC’s once-annual World of Prom & Social Occasion, will present 150 individual collections in both permanent showrooms and temporary exhibits across three social occasion floors at AmericasMart Atlanta Building 3. August market highlights include 10,000 square feet of new and expanded showrooms, the return of notable international social occasion brands and a full schedule of at-market events, education and amenities.

“VOW Bridal & Formal and World of Prom & Social Occasion will showcase a breadth and depth of established brands this August,” said Stover. “IMC’s bridal, formal and social occasion markets’ concurrent positioning with Atlanta Apparel’s August edition, which offers over 3,500 general apparel lines, expands cross-market business opportunities and makes Atlanta a can’t miss destination for buyers and sellers alike.”

VOW Bridal & Formal and World of Prom’s many exhibitors continue to invest in their company’s success through permanent showrooms, such as notable long-time Atlanta exhibitor, Mon Cheri. The brand extended its commitment to VOW Bridal & Formal Atlanta through 2026 and will unveil a major remodel of its showroom to promote further business growth year-round in one central location.

As brands expand, international temporary exhibitors are also returning to IMC’s bridal, formal and social occasion markets. Notable global suppliers at World of Prom & Social Occasion this August include: Chic & Holland from the Netherlands; In Couture by Kiwi, Mambo Couture and Passion Dress from Turkey; and Nicoletta from Australia.

Events & Education

Hallmark fashion events and education are roaring back in Atlanta this August. At-market events kick-off with the VOW Bridal & Formal and World of Prom & Social Occasion Market Party and Live Model Demo, Tuesday, Aug. 2 at 6:00 p.m. in the Building 3 Floor 15 Fashion Theatre. Other highlights include an at-market appearance from Miss Georgia 2022, Holly Haynes.

Buyers also can enjoy daily Lunch and Learn sessions, covering three topics at 12 noon: Bridal Marketing at its Best by Engaged Marketing, Year Round Success by Ever Bridal and Drive More Brides to Your Boutique Using SEO and Social Media by BridalBoutique.us. Additionally, the Style Studio on Building 3 Floor 14 will showcase upcoming social occasion trends in a special vignette lounge brought to life for the August market by Pageant Planet.

VOW Bridal & Formal Atlanta and World of Prom & Social Occasion amenities will be in full swing as well, with coffee and breakfast provided upon arrival and daily networking happy hours.

VOW Bridal & Formal Atlanta runs Monday, Aug. 1 through Friday, Aug. 5, from 9:00 a.m. until 6:00 p.m. and Saturday, Aug. 6, from 9:00 a.m. until 3:00 p.m. (temporary exhibits Aug. 2 -5) at AmericasMart Atlanta. For more information, visit https://www.atlanta-apparel.com/Markets/VOW-Bridal-and-Formal/August.

Bridal Sourcing Expands to West Coast

IMC’s inaugural edition of VOW Bridal & Formal Las Vegas introduces a new West Coast bridal and formal sourcing tradeshow to the industry this August. The premiere event, in partnership with Melange de Blanc, will present 100+ individual bridal collections in temporary exhibits at the Expo at World Market Center Las Vegas, Aug. 15-17. Beyond exhibits, the three-day event will include a full schedule of educational sessions, amenities and special experiences.

“IMC is excited to extend the VOW Bridal & Formal brand from its base in Atlanta to offer western U.S. buyers a more regionally-based opportunity to buy and a second market for our east coast accounts to finish out their sourcing seasons,” said Stover. “Las Vegas is an easily accessible and affordable market destination, and together with Melange de Blanc, we’re excited to launch this new, soon-to-be sold-out industry event, with a full complement of exhibits, education and events for buyers and sellers.”

Established brands exhibiting at VOW Bridal & Formal Las Vegas in August include: Allure Bridals, Bel Aire Bridal, Casablanca, Chic Nostalgia, House of Wu, Jovani, Justin Alexander, Kenneth Winston, Madi Lane, Mon Cheri, Morilee by Madeline Gardner, Portia and Scarlett, Primavera, Ragazza and Terani Couture. Melange de Blanc will present an additional 25 lines in Las Vegas.

Exhibitor Nikki Deeds, Allure Bridals global brand manager, said, “After hosting regional shows for our West Coast customers these past two years, we feel it is important to continue this experience for our retailers. We are thrilled to partner with IMC along with other leaders in the industry for this exciting new market.”

The Las Vegas edition of VOW Bridal & Formal will be putting its west-coast spin on hallmark IMC fashion and educational events and amenities. A market party caps-off the opening day of the new sourcing event, August 15. An on-floor seminar space will host three morning educational sessions, with opportunities for networking over beverages. Buyers also will enjoy complimentary breakfast and coffee in the mornings, as well as boxed lunches during all three days of the market.

VOW Bridal & Formal Las Vegas runs Aug. 15-17, from 10:00 a.m. until 6:00 p.m., at The Expo at World Market Center Las Vegas. For more information, visit https://www.atlanta-apparel.com/Markets/VOW-Bridal-and-Formal/August-LV.

VOW Bridal & Formal now presents its collection of bridal, prom, quinceañera, mother-of-the-bride, accessories, homecoming and special occasion lines three times annually: April and August in Atlanta and August in Las Vegas. VOW Bridal & Formal Atlanta runs Aug. 1-6 at AmericasMart Atlanta concurrently with World of Prom & Social Occasion; and VOW Bridal & Formal Las Vegas runs Aug. 15-17 at the Expo at World Market Center Las Vegas. Market information is available at https://www.atlanta-apparel.com/Markets/VOW-Bridal-and-Formal.

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