We caught up with the brilliant and insightful Karen Bennett a few weeks ago and have shared our conversation below.
Karen, appreciate you joining us today. We’d love to go back in time and hear the story of how you came up with the name of your brand?
15 years ago I was asked by a fashion showroom to build a trade show to host in many locations. I just had left my current employer which was a large trade show in New York City and was considering a change in careers. The person who asked me to do this said they would help me figure out locations that were important to my brands and showrooms in the fashion industry. I thought I needed a name that would fit a show moving from Miami to Chicago and Boston. I didn’t like the word traveling so I sat down with my computers thesaurus and punched in all sorts of words that meant to travel. Looking for the one word that would sound elevated but also make sense with my business strategy of moving around. When I saw the word Coast I knew that it is a perfect fit. My show would coast from one city to another. I am still hosting shows in Miami. I have also added a new location in Ft. Lauderdale for a Swim, Resort and Lifestyle Show. I have other locations that I will be adding as well soon.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers
I went to college for an athletic training degree after having 3 children. Once I graduated, I found myself more interested in the fashion industry. I decided to become a representative for designers and own a retail shop. For a year I did trade shows in Chicago, Dallas, Las Vegas, and Los Angeles. One day I received a call from the Chicago Merchandise Mart and was asked if I would be interested in launching the Stylemax women’s fashion trade show. I knew a lot of contemporary brands and showrooms, and this led to a new job. I worked on developing the women’s contemporary section of Stylemax.
During the last day of a show an exhibitor asked if there was any way that she could get her luggage as soon as the show ended to catch her plane. I did my best to make sure it happened, and it did. That exhibitor went back to New York City and told her boss who happened to be a very influential showroom. They called ENK who owned Coterie.
I received a call not long after that and an invitation to come to New York for an interview. I was hired by ENK and moved to New York in July of 2001. I was thrilled to work for ENK as it was the premier fashion trade show in the world.
My first show was a challenge. I was in the position to help all the exhibitors when they needed anything. Looking back, I learned so much about how important customer care is and that was the foundation I built my business on.
As a single parent of 3 children between middle school and high school, I had to make a change, so I left ENK and was asked to build my own regional shows. I started COAST with no backer just my American Express credit card and built it up from 40 designers to over 400 over the years.
If I have learned anything about owning a business, it’s put money aside for hard times because they do come. I have been through the 2008 crash and rebuilt my company then and now I’m once again rebuilding after Covid.
Owning your own business isn’t easy but it is rewarding. Remember to be true to yourself and your brand.
Any stories or insights that might help us understand how you’ve built such a strong reputation?
Reputation is built on trust. I have built my reputation over the past 20 years in the industry by helping others. I have always been available to my brands and to my vendors. Being available for conversations and responding to emails in a timely manner.
How about pivoting – can you share the story of a time you’ve had to pivot?
I have had to pivot in business both post 2008 and Covid. I am having to go back to the drawing board once again. It’s all about rethinking how to move forward during new times. For instance, I have downsized my company and the shows to accommodate post covid requirements. I have launched a new location to increase value to both brands and retailers. For Miami I have moved my show to a smaller more intimate venue to accommodate select brands that fulfill our retailers needs. Keeping the show focused on price points of the brands and what our retailers would like to see.
Contact Info:
- Website: https://www.coastshows.com
- Instagram: @coastshows
- Facebook: https://www.facebook.com/CoastTradeShows/
- Linkedin: https://www.linkedin.com/in/karen-bennett-0b002ba6/
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