It's not often you can walk into a boutique and see a designer's entire collection of clothes or jewelry.
That's where the trunk show comes in.
A special event in the retail world, a trunk show is a sale in which a particular designer or artist displays his or her wares for shoppers to browse. The shows are often hosted by stores that carry a particular designer's line, or they can take place in a venue reserved just for the occasion. In some cases, merchandise quite literally shows up for the event in trunks — hence, the name.
These unique sales give shoppers the opportunity to view a wide variety of merchandise from their favorite designers and place orders for items they like or make purchases on the spot, depending on the show.
Paula Taylor, divisional sales manager for Bill Blass New York, will hold a trunk show for the designer label Aug. 16-22 at Loews Ventana Canyon Resort. The label is unique in that it is sold exclusively through private trunk shows.
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Taylor, former owner of Pour Moi boutique, went to work for Bill Blass New York after selling her shop, and this will be her third trunk show for the designer.
Shoppers at the event, who must schedule a private appointment with Taylor, will be able to browse and try on nearly 300 pieces — in varying sizes and prices ranging from around $295 to $4,000 — with one-on-one help from Taylor.
While Taylor's sale is by appointment only, other trunk shows may be open to the public or by invitation.
For retailers who hold trunk shows at their stores, a major perk, especially during tough economic times, is being able to show a designer's entire collection without paying to carry it all in the shop.
"It costs money to stock your store full of merchandise. To order and carry an entire line is very expensive and not cost-effective," said Lissa Marinaro, owner of Zoë Boutique, 735 N. Fourth Ave., which just held a show Thursday for Cosabella lingerie and Bird's Nest jewelry.
Trunk shows also give store owners insight into what customers like. If several shoppers show interest in a particular piece, it might be something the store will want to stock in the future.
It's not uncommon for trunk shows to include drinks and hors d'oeuvres or to have a special theme. Last year, Sigi's Boutique hosted a "Bikinis and Martinis" event. Customers sipped apple martinis while perusing a selection of Salinas Swimwear.
"It's fun, and they're good for business," said Jennifer Senger, who owns the boutique in St. Philip's Plaza, at North Campbell Avenue and East River Road.
She said about 200 people showed up for the swimwear sale throughout the day, generating about $4,000 in sales.
Julie Penny, owner of Piece by Piece Wear and Butz Jean Co., also in St. Philip's Plaza, does five or six trunk shows a year for jewelry and denim.
"People go crazy. People who normally buy one or two things will buy five or seven because they know they won't be able to get them again," she said.
Sydney Duncan Gregory, owner of W Boutique, with locations at 7125 N. Oracle Road and 4340 N. Campbell Ave., said she often uses trunk shows to showcase higher-priced items that she wouldn't normally have in the store.
And trunk shows aren't just for the fashion world. The Busy Needle, a needlework shop on the Northwest Side, holds monthly trunk shows to sell needlepoint canvases by various designers, for 20 percent off the suggested retail price.
Trunk shows often come with special discounts or other sales incentives.
For Carla Keegan, a certified public accountant who attended Taylor's first two Bill Blass New York shows, Taylor's personal attention was the best incentive of all. When Keegan found the perfect gown for the upcoming Angel Ball, for the Angel Charity for Children, Taylor agreed not to sell the same dress to anyone else in town.
"I know I'll be the only one at the ball wearing that dress," Keegan, 49, said.
Know before you go
• Samples aren't always for sale. While some trunk-show vendors sell their wares on the spot, they are often for sale by order only, so you should be prepared to wait.
• Some trunk shows are open to the public; others are by invitation or appointment only.
• Often, representatives from a design line are present at trunk shows to help answer questions about their merchandise and help with tasks like finding the right fit.
• Many trunk shows feature special discounts or other sales incentives and sometimes include complementary hors d'oeuvres and drinks for an extra-special shopping experience.
IF YOU GO
• What: Bill Blass New York trunk show.
• When: Aug. 16-22 by appointment only.
• Where: Loews Ventana Canyon, 7000 N. Resort Drive.
• To reserve a spot: Call Paula Taylor at 241-8100.
Show at Zoë
Zoë Boutique will showcase Cosabella lingerie and Bird's Nest jewelry from Thursday's trunk show through this weekend. Normally closed Sundays, the boutique, at 735 N. Fourth Ave., will be open 11 a.m.-7 p.m. today and 10 a.m.-3 p.m. Sunday.
Busy Needle
For crafty types, The Busy Needle, a needlework store, hosts a different trunk show each month. This month's show lasts through Aug. 25 and features hand-painted needlepoint canvases by Susan Roberts Design. Located at 2840 W. Ina Road, the store is open a.m.-5 p.m. Tuesday-Friday and 10 a.m.-4 p.m. Saturday. Closed Sunday and Monday.
