Our Feedback on the AW16 Exhibitions in Berlin, Paris and Amsterdam
29 January 2016
Author: Anton Dell
This year, Berlin played host to seven trade shows - Panorama, Premium, SEEK, Bright, Show & Order, Ethical Fashion Show and Curvy Is Sexy - exhibiting the AW16 collections from brands across Europe. Panorama and Premium were notable for attracting by far the biggest crowds and Bright exhibited some interesting urban designers.
We found that buyers mainly focused attention on Panorama and Premium due to the considerable distance between all of the exhibition spaces. Exhibitors at the other five shows suffered from a lack of footfall.
Panorama was the stand-out show, adopting a more digitally focused approach in line with consumer preferences. A display of 3D animations in the food hall area was particularly memorable and the overall atmosphere was great.
Paris had a noticeably quieter season, with the Who’s Next show having undergone a dramatic downsizing. The recent terrorist attacks in the city could go some way towards explaining this. Hopefully, the organisers will have regained confidence when we get to the SS17 shows.
The Modafabriek show in Amsterdam, which mainly focuses on Dutch and Belgian retailers had a good buzz and we found that most of the stands were busy.
Trade shows can be difficult to crack, but we’ve noticed a real appetite for young, forward-thinking brands. Austrian rucksack brand KRAXE, for example, drew a lot of attention.
Country of origin continues to have a real impact and brands based in countries with complex importation procedures tend to be unpopular choices for buyers and agents.
We recommend making the buyer’s job as easy as possible by offering landed prices including freight. Flexible payment terms can also increase your chances of attracting business.