THE TRADESHOW COMEBACK

It might sound overly dramatic to say it here, but as an industry we have been missing each other. Fashion’s most important B2B platforms were, almost without warning, sent into a forced hiatus – at least compared to pre-COVID times. 2020 and 2021 have put tradeshow organisers, both nationally and internationally, to their toughest test yet. But instead of stunned lethargy, a genuine spirit of innovation soon began to spread with alternative digital concepts springing up overnight and improving with time. Some events even moved locations, although only virtually for now, while others were able to reopen their doors again for the first time, albeit pared back and with restrictions.

In short, we are seeing a rethink of the tradeshow concept and there is a newfound appreciation for these in-person gatherings, which were previously seen as routine and taken for granted. So let’s all celebrate the comeback of tradeshows together.

DENIM PREMIÈRE VISION

Berlin 17 — 18 May 2022 denimpremierevision.com

THE JOURNEY HAS JUST BEGUN When the penultimate edition of Denim Première Vision in London closed its doors in December 2019, no one could have imagined that the entire sector would be sent on a compulsory break just a few months later. So when the denim sourcing tradeshow was finally able to confirm its October dates for Milan this year, the feeling was one of cautious optimism. Despite that, the results surpassed expectations, as Show Director Fabio Adami Dalla Val tells us.

TEXT CHERYLL MÜHLEN

“On the first day I was satisfied. But after the second day, I was enthusiastic,” Fabio Adami Dalla Val describes his reactions after the comeback of Denim PV. The figures may not be comparable to those before the pandemic but it’s impossible to compare anything with pre-2020 at the moment. The exhibitor numbers, at 46, were only half of what they had been before. But despite this, on 13 and 14 October 2021 the organisers counted 1,225 in-person visitors and 2,525 digital visitors that week, so 3,750 in total. “Everyone was really satisfied,” sums up Fabio Adami Dalla Val. But it’s not just the quantity but also the quality that counts. “I’m interested in the quality of our exhibitors and visitors. That’s much more important because everyone is there to do business.” Which is why the organisers of Denim PV were especially delighted about the number of international exhibitors and visitors, as travel still isn’t something we can take for granted.

“The pandemic situation allowed people to really reconsider some elements of the value chain like tradeshows. And yes, we have seen a reduction for some tradeshows, but for some it’s been a booster.” Fabio Adami Dalla Val is calling it the “new ecosystem for tradeshows”. This was kicked off by the new hybrid format that many other tradeshows opted for: initially conceived as a digital substitute, lots of organisers are using their new or improved tools in addition to the live event. For many, it was a huge challenge to fulfil the technical prerequisites needed to provide a digital alternative, but like all new things, says Fabio Adami Dalla Val, it just needed time – for the organisers as well as for the users. And “the journey has just begun”. Now everyone is so much more confident in using Denim PV’s digital marketplace. And the figures speak for themselves: in 60 days the platform had 65,500 views. So the demand is there and take-up is growing, along with the acceptance of both formats, on and offline.

After this successful event, they are looking forward to next year more than ever. In May 2022 the event is heading to Germany’s capital. Berlin is a completely different environment to Milan, for example. Originally Denim Première Vision would switch between Paris, where it started, London and Milan. But Berlin offers an interesting and logical leap into new waters – a “fresh mindset” considering the decision was made three years ago when the tradeshow landscape as we once knew it was still in existence. Getting back to the roots, albeit in a niche way, could even bring a touch of nostalgia for the good old days. Of course, the intention was originally a different one: “We need to create the right environment for everyone to work in,” Fabio Adami Dalla Val tells us. And in October they successfully proved that they are more than capable of doing just that.

A new appreciation for tradeshows – that is what Denim PV experienced in October. 82 ° N

TRADESHOW PREVIEW FRANKFURT FASHION WEEK

Frankfurt 17 — 21 January 2022 frankfurt.fashion

THE COUNTDOWN IS ON In January the wait will finally be over and the much-anticipated Frankfurt Fashion Week will be able to take place live, in colour and – most importantly – in person. Awaiting the fashion crowd from 17-21 January 2022 is a packed line-up including the digital FFW Studio, Showcases and Conferences with Premium, Seek, Neonyt and new formats Val:ue and B2C event The Ground.

TEXT CYNTHIA BLASBERG

Anita Tillmann, Managing Partner of the Premium Group, and Detlef Braun, Member of the Executive Board of Messe Frankfurt, can hardly wait to get together in person in Frankfurt and present what they’ve been working on for months now. Of course everyone is curious to see how Neonyt will position itself under the new management of Bettina Bär and also what kind of appeal Premium and Seek will have in the new location. And there is a particularly high interest in the new formats Val:ue and The Ground. “The new tradeshows during Frankfurt Fashion Week, Val:ue, organised by Messe Frankfurt and The Ground, organised by the Premium Group, are complementing the previous successful formats. This will help to create an all-round experience for B2B and B2C in Frankfurt.

“Our new format The Ground is a B2C festival aimed at the young, optimistic generation. For three whole days, brands will be interactively showcasing their products and innovations – the focus here will be on sustainability, diversity, equality, wellbeing, beauty, mobility and technology,” explains Anita Tillmann, with Detlef Braun adding: “The new Val:ue will provide a base for quality and lifestyle fashion. From ladies’ and menswear, shoes, leather goods and accessories to lifestyle, trends and new production and sourcing developments – you name it, we have it! In combination with Neonyt, our sustainable flagship and the corresponding Fashionsustain conference, we therefore cover pretty much the entire market and, with the Apparel Sourcing area at Val:ue, the preliminary design phase is also included.”

“WHEN IT COMES TO INDUSTRY TRENDS, WE ARE PIONEERS.”

Although the themes of the individual formats might differ due to the fact that they are aimed at very different target groups (which is communicated by each event’s look and feel), all offers follow the key topics of sustainability and digitisation – the themes that will shape the future of the entire fashion industry. Anita Tillmann sums it up perfectly: “The idea behind it is that all formats can stand alone, but in their entirety, form a harmonious whole.” The main difference between Premium and Val:ue, according to Tillmann, is that Premium has been the international business platform for advanced contemporary fashion for years now. Detlef Braun adds: “Val:ue is aimed at the quality mainstream sector and includes the sectors of apparel sourcing, vertical retail and white label. So Premium and Val:ue are completely different and view the market from very different perspectives.” We can’t wait to see how all of this translates into a real-life event during Frankfurt Fashion Week in January.

From Gleisdreieck in Berlin to Messe Frankfurt.

THE GROUND

Frankfurt 18 — 20 January 2022 theground.fashion

THE FUTURE IS YOUNG, DRIVEN... AND HAS MONEY TO SPEND With the move to Frankfurt, the Premium Group is not only presenting more evolved versions of fashion tradeshows Premium and Seek, but also a completely new concept: ‘The Ground’, a big B2C festival, is aimed at a young, purposedriven generation and celebrates optimism about the future.

TEXT AYLIN YAVUZ

Say what you will about Gen-Z, they are definitely not lacking in commitment and passion. The younger generation in particular has developed a strong attitude to the social and ecological challenges society is currently facing. At the nascence of important movements, they are often right at the fore, especially in a social media sense. As consumers, young people are demanding that brands reflect these attitudes and prioritise topics like sustainability and diversity. Nevertheless, this trend is still not being mirrored in the younger generation’s actual shopping behaviour.

That’s exactly where ‘The Ground’ comes in: as a platform for brands with transparency and cool communication, the festival wants to help close the attitude-behaviour gap while enabling dialogue between brands and consumers. Only when you start having an honest conversation can you start to learn from each other and persuade people to come along on the journey to sustainability. “Everything we do in our industry is ultimately for the consumer. Customer centricity is key! Brands that integrate this approach into all their processes will also continue to be successful in the future. A really important part of that is a direct interaction that goes beyond the mere selling of goods,” explains Kai Zollhöfer, Show Director of The Ground. “Our value system and consumer behaviour have been radically changing and not just since the beginning of the pandemic. Now that social and ecological topics are playing a much bigger role for consumers, brands are expected to reflect these values. Value-based communication, storytelling and experiences are becoming increasingly important. Experiential marketing is the perfect tool to set yourself apart from the competition and win the consumer’s time and attention to build up brand loyalty. It’s a great way of entering into direct dialogue, getting feedback and collecting valuable input. And brands can only benefit from that!”

When asked how The Ground would be different from its predecessors like Bread & Butter by Zalando, for which Kai Zollhöfer was also responsible, he said: “When we started planning the first Bread and Butter by Zalando in 2015, experiential marketing was still in its infancy. Even for larger brands, it was a challenge to develop concepts that could really get customers excited. Meanwhile this kind of activation has almost become a standard communication strategy and people in the sector know what works and what doesn’t.”

Over three days the labels can get creative on the ‘Experiential Marketing Playground’ and showcase their stories and products interactively. In addition to the focus on fashion, brands from the fields of wellbeing, beauty, mobility and technology will also be presenting their innovative solutions.