GLM unveils new branding, marks opening of first NY Now
Jenny Heinzen York -- Home Accents Today, 9/1/2013 2:00:00 AM
GLM HAS ANNOUNCED a new corporate branding and positioning initiative. The move came on the heels of the extensive renaming and rebranding of the New York International Gift Fair into the new NY Now show concept that made its official debut last month.
The new tag line - "Global Lifestyle Markets" - and overall initiative reflect "the evolution and expansion of services, which extend beyond tradeshows to include consumer events and online resources," according to a release on the move.
"Because we touch all points of the supply chain, from product developers, designers, artisans and manufacturers, to retailers and consumers, GLM is uniquely positioned to support efficiencies in the flow of merchandise," said Charles McCurdy, GLM chairman and CEO. "The new tagline is a recognition that while we are among the best in the business, we are the makers of markets as well as the organizers of shows."
A series of launches and acquisitions over the past two years have broadened GLM's offerings to nearly 30 events and product-sourcing tools. GLM is now categorizing its products within five new sectors, each representing targeted product/service categories and customer reach:
■ Design & Home Lifestyle, featuring NY Now, International Contemporary Furniture Fair, National Stationery Show and Creative & Lifestyle Arts;
■ Sports & Active Lifestyle, featuring Surf Expo and The Boardroom;
■ E-commerce, featuring the IR Events Group and the 365 suite of online resources;
■ Product Development and Sourcing, featuring Artisan Resource, Source NY and Surtex;
■ Luxury Lifestyle, featuring nine U.S. antique shows and Soiffer Haskin, GLM's private sale division.
GLM also has relaunched its corporate website under the URL www.glmmarkets.com (formerly glmshows.com). McCurdy said the rebranding of the New York market was an initiative to better reflect the diversity of product available at the market.
"It's not a small thing to modify a name that's so known and famous," he told Home Accents Today. "This show has 11 sectors. While gift is still an important sector - it represents about 20% - it was kind of misleading. We know we're a great place to shop, but it's a lot more than a gift fair."
He said that vendors and retailers seemed to respond well to the changes, which included the relocation of the Home categories from the Passenger Ship Piers into the expanded Javits Center, among other moves.
"NY Now is more representative of what our job is in the marketplace," McCurdy said. "We are what is contemporary, what is new, what is happening. We are the design-led market."
He said future initiatives would be aimed at further "upmarketing the show" and emphasizing its fashion-forward and design-driven nature.
The future of the show was very much the talk of the market, as talk about the 2014 Super Bowl (taking place in New York over the same weekend) and how it would impact exhibitors and buyers was a conversation topic from booth to booth.
McCurdy said that while the hotel rates would be elevated over the weekend, GLM research indicated that there was plenty of room capacity, and the show organizer had already locked down room blocks at favorable rates.
Looking even further ahead, New York media reported prior to the opening of the summer show that NY Now, and several other shows held at the Javits Center, may have to shift its January show dates in 2015 following Gov. Andrew Cuomo's decision to move the NY Boat Show from early January to later in the month.
Because of the timing of the various other domestic and international gift and home furnishings markets, a dramatic move could have a significant impact on the exhibitors and buyers who frequent multiple markets.
The move would affect the January Progressive Insurance NY Boat Show, organized by the National Marine Manufacturers Association, starting 2015 through 2019, following a meeting with Gov. Cuomo and a boating executive who reportedly persuaded the New York State governor to move the dates.
As a result of the NY Boat Show shift in dates, five major trade shows would be displaced in January, including NY Now, Business Journal's MRket Show, Texworld, the National Retail Federation and the Action Sportswear and Street Wear Show.
But McCurdy responded to the concerns by indicating that he felt comfortable that NY Now would find "workable dates for the rest of the decade, within the same approximate time window," by working with Javits and other show officials. As of press time, no dates had been confirmed for winter 2015.
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- Aug 21, 2013
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