The format of fashion industry trade fairs as we know it is
being challenged today as many in the industry are now examining how the
growing number of exhibition around the world are competing for both exhibitors
and quality attendees.
The way trade
shows operate and their formats have become hot topics in recent weeks due to
the cancellation of the Bread & Butter January 2015 fair after 13 years
which caught many by surprise. An interesting
article recently reported by The Ethical Fashion Source Intelligence:- Trends in Tradeshows: It’sTime For An Evolution - offers insights into the changing trade show landscape.
The general consensus in the industry is that fair
organisers cannot take past successes for granted and their fairs need to evolve
to meet the needs of all parties concerned in order to maintain the relevance
of their shows for both exhibitors and trade attendees.That is why it was great to learn two London-based fairs see the importance to evolve according to the needs of the industry and traders.
For one,
Scoop London has just announced that from this
summer onwards there will be not one but two SCOOP shows taking place each
season at the Saatchi Gallery. That
means four shows a year. The changes will take effect next season.
This timetable allows for pre-collections at the beginning
of the season and another to coincide with London Fashion Week.
According to SCOOP founder and managing director Karen
Radley, the first show, Scoop International, will be held on August 2-4 this
year as previously announced and will have a similar profile to the existing
show by featuring primarily international contemporary collections. The second
show of the season, Scoop London, will feature international designer
collections, first and second lines and collections from emerging British
designers. It will run during London
Fashion Week at the Saatchi Gallery, on September 20-22 this year.
In a recent interview, Ms Radley said the two-show solution has
been devised to cater for overseas labels and their production agendas as well
as the high-end collections and young British designers. No doubt other trade fair and event
organisers will be keeping a close watch on this new development.
This season, Scoop will be held soley at the Saatchi Gallery from
February 1-3, rather than the two venues it has previously been held at for the
past three seasons.
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Colourful clutch by Aspiga. Clothes by Rosalyn Hind. Photos by Lucia Carpio for My Fashion Connect. |
Meanwhile,
Top Drawer London has reported a phenomenal
success for its recent edition held last week thanks to a face-lift that met
with industry approval. Organisers at
Clarion Events said a major reason for positive feedbacks from exhibitors and the industry was due to the new Fashion & Accessories Floor created this
season, and the move to a new venue - Kensington Olympia.
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Shopping bag by Ceannis Living Accessories. Clothes by Ines Arconada Vazquez. |
Occupying the first floor gallery, the Fashion & Accessories
floor provided exhibitors a new platform to showcase their collections. There were more than 300
fashion & accessories brands making up 1/3 of the Top Drawer
Exhibition. Also Clarion had seen a 10%
increase in ‘fashion’ related brands, with many using the exhibition to launch
collections and new product lines.
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Rubber band jewellery by Delight London. Clothes by Rosalyn Hind. |
Michelle Prah Top Drawer Fashion & Accessories Director
said: “We wanted to launch fashion of Top Drawer as it's own entity: to give it its own dedicated platform within
the show, to achieve this we've invested heavily in a focused marketing campaign
to attract fashion buyers from the UK and Europe.
Direct feedback from exhibitors reveal the “high quality”
flow of buyers has been constant over all three days of the exhibition, she said, and has
seen a significant increase in international buyers, with orders being written
and placed on exhibitor stands. Clarion report “excellent” numbers of Fashion
& Accessories exhibitors booking on site to stand again, at the September
show.
Ms Prah adds, “As I have known most of these fashion exhibitors
for nearly 5 years, I know they will always give me their honest feedback on
how a show has performed...for it to be working so well for them in terms of
new contacts, amount of orders and interest from overseas makes me feel
extremely proud of what has been achieved.”
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Jewellery by Tempest Design. Photos by Lucia Carpio for My Fashion Connect. |
In addition to the
new location and Fashion & Accessories platform Top Drawer London added an
extra ‘style’ element to the exhibition with the introduction of the Fashion
& Accessories catwalk shows produced by Cult of Fashion.