A trade show is an event that brings together professionals of a specific industry. It’s a place that industry experts can gather to display, demonstrate, discuss or order the latest products and services. They are usually hosted in large cities and can last for several days. The majority of trade shows only allow industry members to participate, while others are open to the public.
For the fashion industry, trade shows can serve as a place for brands to showcase their latest collections or products to buyers. Vice versa, they also serve as a place for buyers to curate collections or products from wholesale fashion brands. Generally, trade shows involve business-to-business interaction for wholesale purposes. They are also a great place to find sourcing and manufacturing.
Attending a trade show as an exhibitor offers business owners and designers a chance to expand into retail by meeting new customers, presenting their brand, and selling their products wholesale. Exhibitors can also network with potential suppliers and manufacturers for future partnerships. If nothing else, exhibitors have a chance to become better educated about their industry and make new connections.
Here is what most trade shows offer you as an exhibitor:
A booth space to display and present your collections and/or products.
An opportunity to interact with customers and receive customer feedback.
A chance to check out the competition and see what your competitor brands are doing. What’s working for other brands? What isn't working?
Knowledge of the latest trends for product types, colors, materials, etc.
Exposure to reporters, journalists and bloggers. Yay, free publicity!
Evening networking events or other private exhibitor events.
Free workshops and presentations hosted by other attendees or exhibitors.
You don’t have to be an exhibitor to attend a trade show. Some fashion trade shows are open to the public. Buyers, for example, can attend trade shows to place orders for new collections or products. Just like exhibitors, attendees can network with potential suppliers and manufacturers as well as take in the latest industry knowledge.
Do you have an opportunity to participate in a trade show as an attendee or exhibitor? Here are some things you can do to prepare:
Plan ahead. (We love a good plan!)
Find a map of the exposition floor and circle/highlight the booths you want to visit.
Research exhibitors before the event and make a list of questions you want to ask them.
Organize your buying strategy for the upcoming seasons. What seasons are you buying for? What product categories are you prioritizing? What is your budget for each season?
Attempt to schedule a meeting with your favorite brands.
Design a business card! You won’t have time to see every exhibitor. Leave a business card with exhibitors you don’t have time to sit down with.
Decide on your objectives.
Are you there to find a new product? Are you introducing a new product? Are you scoping out the competition? Are you there to discover the latest and greatest fashion trends? Do you need to find new suppliers, distributors, or manufacturers?
Rehearse your pitch!
Prepare a pitch for your presentations and practice, practice, practice before the event. You and/or your employees should be able to tell your brand story, mission, and vision.
Our in-house brand, Revir, had the opportunity to visit 2 trade shows this year as an attendee. Below are images taken at MAGIC in Las Vegas and STYLEMAX in Chicago.
MAGIC in Las Vegas
February 14-16, 2022
STYLEMAX in Chicago
August 14-16, 2022
For many fashion brands, trade shows may be their avenue to growth. They are filled with open doors to almost anything your brand needs to operate. If you have the desire and the budget, we strongly recommend you participate in a trade show either as an exhibitor or as an attendee. If you would like to know more about the specific trade shows we visited or if you have more questions about trade shows in general, feel free to email us at info@fashionproto.com.