Cargo is back for its 3rd installment, marking the independent fashion trade show and shopping event’s one-year anniversary, July 20 and 21, 2009, at the St. Patrick’s Center in New York City. Once again, the two-day event will feature lifestyle pop-up shops from some of the industry’s hottest brands. Apparel, footwear and accessories brands will sell wholesale to retailers, while the general public is invited to shop discounted and exclusive inventory in an atmosphere filled with music, gifts, drinks and art. Cargo broke the mold a year ago with an intimate show that created a new model for conducting business in the fashion industry. By the second show in January 2009, Cargo more than quadrupled in size and became the first fashion trade show to open its doors to the public. With this anniversary show, Cargo brings the fashion industry another one-of-a-kind event, and as always provides additional avenues for established and emerging brands to showcase and sell their products for this season and next and generate buzz for their fresh product.

2. Background
Born of a vision to provide an alternative platform for the designer
sportswear and luxury streetwear markets, Cargo launched in
July 2008 in New York City.
The first event showcased a handful of progressive brands in a
non-traditional venue in New York City’s Lower East Side, the
burgeoning boutique shopping and avant-garde nightlife scene.
With good music, drinks and an intimate atmosphere, Cargo
provided a productive ambiance for an exceptional debut. In just
two days, Cargo attracted over 600 fashion industry professionals
proving the need for a new, revolutionary choice in the way
tradeshows function.
Following the debut, Cargo received incredible buzz. The
sophomore show in January 2009 again broke new ground by
opening the event to the public with Cargo’s Shopper’s Delight, a
lifestyle pop-up shop. The show quadrupled in size, showcasing a
total of 27 brands and attracted nearly 2,000 attendees.

3. January 2009
Our Challenge
Due to the economy, the fashion industry found itself In the
worst retail environment the industry has ever seen. Budgets
were cut, buyers were either not attending trade shows as they
had in previous years or they simply were not buying. Retailers
had a dismal record of sales and found themselves sitting on
inventory that they desperately needed to sell. A conventional
trade show for the industry only was not the best solution for
the retailer going through economic hardship.
Our Solution
We developed Cargo’s Shopper’s Delight, an independent
fashion trade show event and lifestyle pop-up shop—the sole
trade show open to the general public. During the two-day
event, fashion brands sold wholesale to retailers with the added
benefit of having consumers shop their favorite urban,
sportswear brands and emerging designers under one roof.
WHEN: January 19 & 20, 2009, 10 a.m. – 8 p.m.
Opening night reception: January 19, 9 p.m. – 1 a.m.
WHERE: St. Patrick’s Center, 268 Mulberry St., NY, NY
Opening night reception: Libation, 137 Ludlow, NY, NY
WHO: 2,000 consumers, fashion buyers, retailers, designers, press

4. Testimonials
“The Cargo Show is a solid energetic alternative to the same old
cookie cutter apparel shows. It provides a great environment
with good people and a good mix of brands, both starting up and
established, with one thing lacking....pretension!”
- Laurent Huttinot, The Brothers Brooks Showroom
“At Wildchild Nation we're always looking for economical
opportunities to generate sales. Not only were we able to cover
our booth fees from cash and carry sales at the event, but we
also grew our wholesale business with several boutique orders
and made some great networking connections.”
- Marc David, Wildchild Nation
“Bigger is not always better and the CARGO trade show is a
testament to that notion. It was well edited and had a laid back
atmosphere. It offered everyone a more intimate experience that
is conducive to building relationships.”
- Eric Cano, Antenna Magazine

5. Experiential Activation
Lifestyle Pop Up Shops
Cargo’s Shopper’s Delight provided a platform to the following
brands from across the country. Each used a 10’ x 10’ booth
space to exhibit their upcoming lines for the next season to
wholesale buyers, while selling their inventory to the general
consumers at a great price.
Amivectio FlyKickz Oluwa clothing Tatoot Bags
Bryson Brooks FutureKicks One punch machine gun THESNKRBOX
Cultured Apparel Good Wood Raza Triko
Daylnn Clothing GOTTKGO Rebel Aire Triple Fat Goose
Donkey Clothing JED Rich Yung Unnecessary Clothing
DPRC I-denti-tee Scroll “N” Artz Wild Child Nation
E.5 Charlie Lavie Sweet Cheba

6. Experiential Activation
Sneaker Battle
Bringing another unprecedented element to the event, Cargo’s
Shopper’s Delight featured a custom sneaker battle, in which
artists from across the country were invited to enter the
competition. Five finalists were selected to showcase two
custom sneaker designs live at Cargo’s Shopper’s Delight for
attendees to vote for the winner. The sneaker battle was a
success in adding an artistic twist to the trade show, further
engaging consumers and authenticating the lifestyle that is at
the root of Cargo.
FlyKickz, Connecticut
Futurekicks, New York
GOTTKGO, Connecticut
Reble Aire, New Jersey
THESNKRBOX, Atlanta

7. Experiential Activation
Sponsorship Integration
Cargo’s Shopper’s Delight provided a platform for sponsors to
engage an often elusive group of fashion-forward consumers
and fashion industry decision-makers and trendsetters. Through
each specific activation, the following sponsors contributed to
the overall Cargo experience.
Beck’s Beer
Beck’s bar at Cargo’s Shopper’s Delight event, branded premiums at bar and in gift bags,
sponsorship of opening night reception, on-site signage and logo exposure, logo in marketing
materials and website
Smartwater & Vitaminwater
smartwater bar with at Cargo’s Shopper’s Delight event, logo in marketing materials and
website, logo exposure at opening night reception
Café Bustelo
Bustelo coffee bar at Cargo’s Shopper’s Delight, branded gift bags, product sample in gift bags,
logo in marketing materials and website, logo exposure at opening night reception
Oral Fixation
Product sample in gift bags, full-size product in VIP gift bags, product distribution and logo
exposure at opening night reception, logo in marketing materials and website
WB Mason
Professional products provided for exhibitors, WB Mason staff presence

8. Media Partners
Maximizing Cargo’s Reach
Through strategic media partnerships, Cargo reached a broad
yet targeted audience both locally in the New York area and
nationally.
KarmaloopTV
The largest streetwear e-retailer.
• Announced Cargo’s Shopper’s Delight through the Karmaloop blog
• Attended Cargo to film event coverage
• Aired a four minute Cargo segment on KarmaloopTV’s Daily Loop
Antenna Magazine
Leading fashion industry/lifestyle magazine.
• Featured Cargo’s Shopper’s Delight on Antenna website via
hyperlinked banner
• Provided product for gift bags
LTD Magazine
Exclusive streetwear industry publication/retailer guide.
• Featured Cargo’s Shopper’s Delight on LTD website via
hyperlinked banner
• Provided product for gift bags
• Upcoming issue to feature in-book recap
Vibe
Consumer lifestyle publication.
• Featured Cargo’s Shopper’s Delight in e-newsletter
• Provided product for gift bags
• Upcoming issue to feature in-book recap
Thrillist.com
Men’s fashion, entertainment, trend website.
• Featured Cargo’s Shopper’s Delight in recommended events e-
newsletter and on homepage of website
• Invited Thrillist subscribers to invite-only private shopping hour

9. Press & Blogger Coverage
• Amivectio • Elegant Scrollin • NocheLatina
• Anatomy • Format • Rawkzfixed
• Antenna • Going New York • Social Networks
• Around the Way Girls • Hip Hop Press • The Source
• Cashmere • Josh Spear • Thrillist.com
• ClubPlanet • Karmaloop.com • Time Out
• Exhibiting brand blog’s • KarmaloopTV • Urb Magazine
• e2k • Ladies Lotto • Vibe Magazine
Total Impressions: 5,000,000+

10. Cargo Manifesto
Cargo Manifesto is a one of kind monthly newsletter that covers a variety
of topics within the fashion industry. Past Manifesto’s have included the
trendy group Gym Class Heroes to the Who’s Who of the industry
featuring fashion buyer juggernauts Will & Holland of Karmaloop.com and
Publisher of LTD Magazine Hawaii Mike.
Cargo Manifesto provides
a refreshing perspective and an
inside look to the fashion industry
with candid interviews from
designers of their favorite fashion
brands to artists and personalities
that are forever pushing fashion
forward.
Cargo Manifesto Facts:
• Monthly newsletter
• Great platform for Advertising
• One-of-a-kind within industry
• 7,000+ subscribers with high
pass-along rate

11. CargoTradeShow.com

12. Marketing Materials
Cargo’s Opening Night Reception Flyer
Cargo’s Shopper’s Delight Flyer Cargo’s Sneaker Battle Flyer

13. Next Shipment
What: Cargo Trade Show’s
Cargo’s Shopper’s Delight
When: July 20 – 21, 2009
Where: St. Patrick’s Center, 268 Mulberry
St., New York, NY
Who: 2,000+ consumers & industry insiders