AM Weekly: Why we love trunk shows (it's not just about the sales, btw)

#AMWEEKLY August 11, 2017

A Letter From Alexis!

We're mixing things up a bit at AM.

Each week, we'll be posting a letter from our founder/designer/jack of all trades, Alexis, on the blog. Expect updates on what's going on at the AM office - a closer look into what goes into designing, manufacturing and turning our ideas into a reality, for you to enjoy.

Check out the fourth one below!


So, I still remember the very first trunk show I ever did, in February 2015. I brought EVERYTHING. All of my stock was piled into a huge suitcase, and I left the show extremely disappointed. It was a new experience for me, and I honestly had no idea what to expect. All of the jobs I had prior to starting AM were in Merchandising/Product Development and Production, so I really never was on the retail side of things.

I've learned quite a bit since that first trunk show and quickly realized that trunk shows are definitely not only about selling. I always go into trunk shows with a very open mind. Sometimes I sell a lot, sometimes a little and sometimes none, but they are always worth my time. You never know who you will meet or what extremely valuable insight you might get.

 Alexis Mera at Pure Barre in Williamsburg, Brooklyn
Setting up for a recent trunk show at Pure Barre in Williamsburg, Brooklyn.

Here are three reasons why I love doing trunk shows:

  1. Feedback. This is by far the most important. When you own a brand/company, you are so close to it, that sometimes it's hard to see it from an outside perspective. I take all the feedback I can get!

  2. Perfecting the fit. As I mentioned in one of my past letters, we're always looking to improve our product and fit. We can't do this without having as many women as possible try on our garments and telling us what they like and what they'd like to see different.

  3. Customer interaction. I am so grateful for all of the retailers that we work with to distribute the line. However, there is nothing like interacting directly with the end consumer and building our own little community. Some of our customers have become very good friends, and one of my priorities as we scale is to maintain our one-on-one customer experience.

One huge lesson I have learned is to always choose quality over quantity. I've tried to do trunk shows or markets every week, and it's exhausting! Instead, I really focus on popping up in the right places, so I can interact with the right market. The last two trunk shows I did were at Pure Barre in Williamsburg, BK and barre3 in Ballard, Seattle.

Our next pop up is happening on August 19th at Pure Barre in Bellevue, WA - get all the deets here.

Enjoy your weekend! 

Alexis Mera



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