TRADE SHOW PROS: GETTING TO KNOW THE DYNAMIC DUO MAKING IT HAPPEN IN CHICAGO

The holiday shopping season may be upon us, but blink, and it will be time for the Fall/Winter 2025 market. Here, MR’s editor-in-chief catches up with Danielle Owen and Monique Kielar of the Chicago Collective Men’s.  

Background: how did you arrive at the Mart? 

Monique (above, right): I grew up in Bartlett, IL, and studied Fashion Marketing

at ILIA in Chicago. My career began at the Mart, where I’ve had the privilege of working for nearly 21 years—starting my journey at just 5 years old! Initially, I was hired into accounts receivable for the women’s show, but my passion for marketing led me to the marketing department. I slowly worked my way up, and 14 years ago, joined the Chicago Collective Men’s team alongside Bruce and Danielle. The rest, as they say, is history. 

Danielle (above, left): I was raised in Glenview, IL, and attended Indiana University, where I majored in Apparel Merchandising and a minor in Marketing. My first job after college was as an assistant to Deanna Berkeley at Elie Tahari, where I learned so much about the fashion industry. After that, I worked in sales for several companies, representing brands to specialty stores, including Lucky Brand, Paper Denim, Poleci, and Vince. In 2009, I decided to leave New York and move back to Chicago. I was lucky that the Chicago Collective was hiring at that time, and after just one interview with Bruce, I was offered the position. This March will mark 16 years!  

“We listened to what the industry wanted and earned their trust.”  —Danielle Owen

 

Your current role and what’s involved?  

Monique: I’m currently VP of Marketing for Chicago Collective Men’s, Chicago Collective Women’s, and The National Bridal Market Chicago. In collaboration with my team, I oversee the marketing efforts for six apparel trade shows each year. Our primary focus is on attracting buyers to the shows and ensuring they have an exceptional experience. I firmly believe that fostering meaningful connections between buyers and exhibitors through engaging experiences at our events is crucial to the overall success of each show. I’m fortunate to work for a company that has high standards and expectations that ultimately get passed on to the Shows we produce.  

Danielle: I’m VP of Sales for both the Chicago Collective Men’s and Women’s Shows. I work closely with the sales and marketing teams, as well as with brands and retailers, to make sure everything runs smoothly and to create the best experience for everyone involved.  

What changes can we expect at your 2025 men’s shows?  

Monique: We continually strive to remain fresh and relevant, consistently exploring new events and activations that allow our buyers and exhibitors to connect meaningfully. Because of this, camaraderie and energy on the show floor has been unparalleled.  

This February, attendees can look forward to an exciting surprise in the South Lobby featuring a collaboration between MAC JEANS and the German Car Manufacturer RUF that they won’t want to miss!  In March 2023, we launched our Chicago Collective Women’s show based on the successful blueprint of the Men’s show. The response has been very positive! We look forward to continued growth.  

Danielle: In 2025, we’re excited to welcome a new member to the Sales Team. Our partnership with the Italian Trade Agency is going strong and will continue into 2025. Through this partnership, several new brands will be joining the show. We’re also excited to keep our four-day format to meet the increasing demand for more time at the show. In August 2024, THE MART expanded the show by 33,000 square feet. Our team has been working closely with our exhibitors to develop strategies that maximize this new space and enhance the overall experience. 

How is it that your menswear shows are always sold out?  

Monique: We focus heavily on creating an amazing experience for both buyers and exhibitors. All our events & amenities have become part of the fabric of the Chicago Collective and keep buyers and exhibitors coming back.   

Danielle: The consistent “sell out” of the show stands as a remarkable testament to the unwavering support of our brands and retailers. We listened to what the industry wanted and earned their trust. Once we gained momentum, the industry really got behind us. Their commitment to championing the Chicago Collective over the years and their belief in our show have been instrumental in our success. 

What does it take to get a good spot on the show floor? (Can you be bribed?)  

Danielle: I think this is a bit subjective. Brand placement has always been important to us. We try to organize the floor by grouping brands with similar price points and categories to make the shopping experience as easy as possible for buyers. So, I don’t think there’s one spot that’s necessarily better than another. 

“Our success is from fostering meaningful connections between buyers and exhibitors through engaging experiences.” —Monique Kielar 

 

What do you like most about your job? What’s the hardest part? What was the biggest business catastrophe you’ve been faced with, and how did you resolve the situation? 

Monique: My favorite part of my job is the people I work with & the clients who have become friends along the way. I’ve made many life-long friendships while working here.  

The hardest part of my job is making sure the Chicago Collective stays relevant in this ever-changing landscape. What does the industry need? What are the trends in trade shows? How will retailers evolve?  

My biggest business catastrophe was the Chicago Blizzard of 2011. Chicago was hit with 21 inches of snow during the February show. We decided to end the show early to allow attendees to get home. All in all, it could have been much worse but luckily, with all the great capabilities of THE MART, we were able to pivot quickly to our clients’ needs.  

Danielle: What I enjoy most about my job is connecting with so many people – from brands to retailers – and helping create a great experience for everyone. I love learning what they need and finding ways to make the Chicago Collective even better. Every day is different, and that keeps it exciting! The hardest part of my job is having to turn away great brands due to a sold-out show. My biggest business catastrophe is when exhibitor shipments/boxes go missing. Basically, with every show, we manage organized chaos.  

What did you learn from your years working with Bruce Schedler? 

Monique: One of the most valuable lessons I learned from Bruce is that THE MART is our greatest ally. Without the building, the dedicated tradespeople, and the dock, our show wouldn’t be what it is today. Every individual involved in bringing the show to life plays an essential role in its success. Anyone who’s attended one of our shows can see how much heart and soul we invest in it. 

Danielle: Working with Bruce taught me so much, but what stands out is the importance of clear communication and building strong relationships. He’s shown me how to stay calm under pressure, think ahead, and keep the bigger picture in mind. I’ve also learned how important it is to listen to others and be flexible when things change.