Winter’s arrival means the unofficial start of trade show season. From January 23–26, 2025, dance-store owners will be heading to MODE Market in Atlanta, GA, the newest dancewear trade show for specialty dance-retailers.
Fiona-Maria Hernandez, owner of New Mexico Dancewear in Albuquerque, NM, attended her first trade show in 2018. That’s when she began training to take over for the store’s previous owner, Loube McIver, becoming the shop’s owner two years later. Hernandez attended the Dancewear Voyage last year and will head to MODE Market next month. She encourages other retailers to attend to set themselves up for success in 2025. “Being present and working alongside other stores is just as important as visiting brands and seeing what they are bringing in to the new year,” she says.
January’s show will be a three-day event geared specifically to dance retailers and will include expert-led educational sessions, keynote speakers, storeowner panels, and brand seminars. “One of the main goals of MODE is to provide an educational experience for retailers,” says Kelly McCaughey, North American Sales and Marketing Director for Só Dança and a board member for the show. “Beyond learning, attendees will discover exclusive 2025 product showcases from leading manufacturers, network with industry peers, and enjoy nightly entertainment, including the can’t-miss ‘pink party’ on the final night,” adds John Minden, co-founder of Gaynor Minden, also a MODE board member.
If you’ve been to a trade show in the past, or if this is your first time, Dance Retailer News wants to help you get ready for your trip so you can bring home the most knowledge and best inventory for your business. Here, Hernandez, McCaughey, Minden, and other retailers offer their best trade show advice.
Do Your Homework
The first step to a successful trade show visit begins at home. “Buyers should start by reviewing the event schedule and setting clear goals for what they hope to gain,” says Minden. “Consider which seminars, panels, and vendor booths align most with your store’s needs.” He also suggests booking vendor meetings in advance to ensure you have enough time to see and discuss the products that you’re most interested in. Hernandez usually starts making appointments as early as November! “I like being able to pick my times and set up my schedule in a way that I know works for me,” she says.
Retailers should also set a budget before going to a trade show, as it’s easy to get caught up in the newness and overspend. For each brand visit, Hernandez prepares a spreadsheet detailing her overall monthly budget for inventory, as well as the dollar amount of orders she put in with each vendor the previous year. It also includes her schedule, vendor catalogs, and her annual budget per vendor broken down by month, as well important details like show specials, order deadlines, and ship dates. This collects all of the important information in one place, keeps her appointments on track during the show, and makes ordering when she gets home a breeze. “Mistakes can be made in the heat of the moment. You begin to think you need 50 pairs of that brand-new ballet shoe, and 50 pairs of this top-of-the-line, just-released tap shoe, and a full size-run of every brand’s new fashion line.”
Don’t forget to check in with your customers, too, before you leave for the show. Paige Nayanko, owner of The Dance Shop in Altoona, PA, is making her first trade show trip this January, as she recently took over the store in June 2024. She says she’s searching for “the next big thing.” To find out what that is, she’s checking in with her customers. “I am paying close attention to my customers’ needs and what products are getting attention in my store,” she says. “As well as noting what customers are looking for that I may not carry.”
Pace Yourself
If you think you can do it all, think again. According to Minden, time management is vital to having a successful visit. One way to do this is by prioritizing new accounts. “We only buy from small vendors at the show,” says Joy Ellis, owner of Footlights Dance & Theatre Boutique in Frederick, MD, and a 30-year industry veteran. “All the larger vendors with reps come to the store, but smaller vendors either don’t have reps or cannot travel. I really enjoy seeing all the innovative products that are offered.”
Hernandez adds that sticking to your appointment times is key. “I used to feel so rude cutting off a vendor when our time was done,” she says. “But I realize now it’s a sign of respect to my time, the time of my next vendor, and the time of their next appointment. We all have so much on our minds during these three-day whirlwinds. If you don’t keep moving, you’re going to get overwhelmed very quickly.”
Of course, setbacks can happen, so maintaining a degree of flexibility is key. For Hernandez, having another team member attend the shows can help with this problem. If the budget allows, she will bring a staff manager, head fitter or her husband, Francisco. “It is nice to have a second person to start an appointment if you get behind, and keep up the notes if you have to take a break.” Minden adds that leaving some breathing space allows time for valuable, spontaneous experiences.
Soak Up Business Know-How
Panel discussions, product seminars, and keynote speakers are all great ways for show attendees to stay up to date on the industry. MODE will present sessions that focus on topics from visual merchandising to sales training and pointe shoe readiness. During lunch, retailers will have the opportunity to hear from several retail experts, including Marvin Montgomery, an expert in sales training with over 30 years of experience. Linda Maslechko, founder of a multi-million dollar activewear brand, will also be sharing insights on how small business owners can transition from working in their business to working on their business.
The vendor-led seminars give suppliers a chance to go through their product lines. “The vendors always have specific information that you can share with your clients about products, fitting ideas, and just general information, which helps with sales,” says Ellis. This year, MODE attendees can expect to hear from Gaynor Minden, Suffolk, Virtisse, Só Dança, and Eurotard. Most seminars will center on pointe shoes and fittings, which will be invaluable to Hernandez and her team. “One of the worst things you can do as a fitter is fall into complacency instead of growing, learning, and evolving as the technology we use evolves too,” she says.
Make Time to Network
Cocktail parties and lunches are about more than just refueling; they allow attendees to meet fellow storeowners with similar styles and build relationships with current suppliers. “It’s easy to view every store as a rival,” says McCaughey. “However, I’ve discovered that networking can be incredibly valuable for both newcomers and industry veterans, as there is always something new to learn.”
Those in attendance at MODE Market will have no shortage of opportunities to mingle: Retailers can connect over breakfast each day and end the night with dinner and a show. Minden says lunch events will also feature insight from retail experts that will give attendees the opportunity to learn in a more casual setting while continuing to network with peers and industry leaders.
For Ellis, social aspects such as these are priceless. “We are all spread across the country and further, so the chance to talk and share with fellow retailers is crucial,” she says. “It’s also great to be able to talk to others that face the same challenges and issues as you.” Insights from industry stalwarts and novices alike are invaluable. “Experienced retailers make excellent mentors, sharing their stories of success and overcoming challenges, which can inspire and help others navigate their own obstacles,” says McCaughey. “At the same time, newer retailers bring fresh perspectives and innovative ideas that help veterans stay relevant in an ever-evolving landscape.”
And Finally…Don’t Leave Home Without These!
Laptop: “My laptop is nonnegotiable,” says Hernandez. “I rely on it so heavily to keep everything in one place. It makes processing everything so much easier once the show is over.”
Business cards: Minden advises to “come prepared with questions for vendors and panelists, bring plenty of business cards, and keep an open mind to fully embrace the opportunities at the show.”
A sizable bag: “I bring carry-on or checked luggage [for] any swag we get spoiled with,” says Hernandez.
Your store managers: “The retail shows are huge productions, and it’s hard for one person to see and notice everything,” says Ellis. “Having another set of eyes looking at all the new products and the ability to discuss with someone that also knows the client base for your store is very helpful.”
Inventory sheets: “It’s best to come with inventory levels handy to take advantage of promotions, questions for our experts, and a plan for 2025,” says McCaughey.
Snacks and comfortable shoes: You’re going to need to take a break between sessions. “Water bottles, comfortable shoes, and a go-get-’em attitude are a must,” says Hernandez.
An open mind: “This will be different for all of us, and we would like everyone to get as much out of it as possible,” adds McCaughey. “Three days, 40 brands, 90 booths, and lots of learning!”
Libby Basile is a former editor for Dance Retailer News and a specialty-retail storeowner based in Cheshire, CT.