Know-How Exchange : Advertising/PR

Don't think of your primary goal is to sell your clothing. It's to start finding out what people are looking for, how your clothing compares to others, and what would make the casual shopper into a raving fan. Also, if you have a story to tell about your clothing (how a specific demographic are HUGE fans, or how your clothing helps disadvantaged youth, or how you've been designing clothing for years for other labels, etc.), tell it. People may not remember the clothing you're showing, but they will remember a remarkable story, and share it with others.

Also, make sure you at least have a simple website so people can continue to look at your clothing post-show (or for their friends to see, etc.).

Jay is right. (What else is new?)

The problem with these one-time events is that they're over when they're over. It's unlikely that you'll be "discovered" at the show and find that it launches your business into orbit. The best you can hope for, realistically, is that you'll plant some seeds that will take root and lead to a few acceptances and sales soon afterward.

Get your story ready and create some interesting brochures that tell the story, so people can take them back to their offices and visit your website, where you can present your line.

And if you can collect the hot lead contact names, be sure to follow-up soon after the event.

To build on mgoodman's advice, the most important part of a tradeshow is before and after (not during) the show. You should have pre-show marketing and post-show followup. Ideally, you should go into a show with scheduled appointments with people you want to meet. Exhibitor magazine is a fantastic resource - check out their website for some good tips to get you started.

You definately can't just show up and hope to land a ton of business....even if you have what you think is the next big idea. You should have your website done. It should tell your story and present your merchandise. You should know who your best prospects are. Contact them ahead of time and set appointments to meet with them. Think of something to do as a follow-up to the show. A creative email? Make follow-up calls. Business just doesn't write itself...it's as hard to do as creating the products.

One trick I used when exhibiting for the first time at a baseball trade show (dominated by men), was to hire a stunningly attractive local model to help in the booth. Just having her stand near the walkway greeting people stopped traffic all day long...and gave us a chance to engage them and get them to demo the product.

Good luck.