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3 February 2020

Over the course of the upcoming days, our Association will carry out a comprehensive public relations campaign in order to announce the change to our name and mission as the Association des représentants de la mode du Québec (ARMQ).

Founded in 1956 by our colleagues in the fashion industry, our group has always been a staunch supporter of the industry and a major organizer of tradeshows throughout the province. With this new brand identity, the ARMQ will focus on the association’s efforts in the industry and provide even more expert services to members in order to support them as they face ever-evolving market challenges in 2020.

An inclusive vision. A dedication to all sectors of the fashion industry.

 Over the years, the ASM/MRV was a vanguard for the fashion industry and focused its efforts primarily on the needs of retailers specializing in apparel and accessories for women and men. The ARMQ’s mission is to be 100% inclusive and appeal to all sectors of the fashion industry—all while meeting representative’s needs. The ARMQ plans to bring together stakeholders from women’s and men’s fashion, junior apparel, footwear, jewellery, accessories, and more.

The ARMQ will continue to offer improved support services, coaching and training. In addition, our board of directors has determined that the social aspect of the Association’s mission will also be to protect your interests of representatives in all of Québec’s fashion industry. We plan to take on a bigger role as a representative and facilitator with other fashion organizations as well as public and para-public institutions. Collaboration between all these stakeholders will be key. We will position ourselves, more than ever before, as a true supporter in helping your business to grow.

Stronger thanks to your input

 Over the years, you have helped to build a vast network of industry stakeholders and a dynamic association that is dedicated to highlighting the endeavours of fashion representatives. Thank you! The ARMQ already has 60 members and 800 local and international brands. And that is just the beginning! The Association is planning an array of recruitment initiatives to increase the number of members and broaden its influence in the industry.

We are counting on our initial members to become our very best brand ambassadors. New announcements will be made in the coming days and will provide details on how you can help the Association to grow and better defend your interests in 2020.

The first annual ARMQ conference, planned for May 2020, will lay the foundations of the Association consultative role as well as a clear vision of the future for the overall fashion industry. Stay tuned!

In the meantime, don’t hesitate to spread the word to your peers and invite your network to visit our new website at: We are immensely proud of this project and we hope you enjoy browsing the wealth of information available on our website.

A new event is already in the works

 The ARMQ will continue its relentless support for the fashion industry and its representatives in Québec as we have become a major partner of VOCA fashion tradeshows. The first VOCA event will focus on Spring + Summer fashion; it will take place at Centrexpo Cogeco in Drummondville, from August 23 to 25, 2020. Your Association has negotiated priority access and special benefits at all VOCA events for our members. Don’t miss out and register today.

At the start of this new decade, our Association will grow in order to address the challenges and opportunities of today—and tomorrow! Thank you for your continued loyalty, your dedication and your vision. We promise, you will reap the benefits of your efforts!


Christian Girard, President of the ARMQ

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