Times are tough for the retail trade. To compete with international brands who stormed the Quebec market, local designers must be creative.
Four of them came together, forming the Fashion Truck Montreal, a move expected to grow in our streets.
The phenomenon of fashion trucks, which emerged in the United States, inspired Nomad COVEN, Montreal's Atelier and OldWIG who parked their truck in the entertainment district in the fashion & design Festival.
"I myself am a designer. The idea is part of a frustration, it's very difficult for local designers to be seen, "said Nana Sananikone, founder of the Nomad mobile store, the first fashion truck have been born here. It showcases a few artisans in Quebec. "There is so much talent among us," she adds.
Vanessa Girard and his classmates, some of which include Carolane Stratis Ton Petit Look, for their part, developed their project graduation fashion around a truck. Coven and encourages local brands by offering affordable prices for clothing. "We sell items between $ 20 and $ 80 to encourage impulse purchases. Everyone has a little $ 20 to put on a shirt! "
However, this requires hard work and investment. "It is difficult at the moment is that we can not participate at private events or festivals," said Nana. And in the latter case, the participation fee is very high. "It pays twice the price of a small kiosk because of the size of the truck."
Valerie Boivin, co-chair of OldWIG, however, is optimistic. "Festivals are becoming more open to fashion trucks because food trucks are properly installed and that it is going very well. And it stands out. In FMD, it offers a beautiful experience of different shopping. "
The four entrepreneurs have also used the Festival to launch the grouping Fashion Truck Montreal. "The idea is to make known the phenomenon. Eventually we want to do as street food truck and park in the parks, "she said.
"This will help each other, because we're all alone in there," said Charles Martel, assistant designer for Montreal's Atelier. The company, founded by Sabrina Barila, even saw online sales increase thanks to the truck. "It is a great marketing tool. It's a different touch too: the atmosphere is good for events, so it creates a great relationship with our clients. We are happy that there are more trucks. This gives more impact to everyone. "
A rapidly emerging phenomenon
Is a simple way to disappear? The trucks are fashion rather want a new fashion reference. "It becomes a different way of doing retailing," said Valerie, whose truck is used to wander the universe Vintage OldWIG a triennial salon that brings together thirty exhibitors vintage.
The movement is still in its infancy here. But already, he promises. The basic idea opens the door to several variants. "This is not just a trend; it is really a movement. It lacks a permit from the city, "said Nana, which also offers private events such as birthdays, Christmas parties and baby showers. "You tell me what you want, the sizes and the maximum price you want to pay. It arrives with the truck and personalizes the experience. "
