As an emerging brand I am sure you are wondering what the next step is for you after you have reached a stage in your business where you feel that you have solidified your brand and have begun to have a steady flow of income. Naturally, the next question you would ask yourself is How do I get to the next level? As a brand you are able to cover your overheads and make a return on investment but would like to get to the point where you are increasing your revenue and global reach. The answer to that? Trade shows!
A trade show is where likeminded business meet, exchange ideas and showcase innovation in the industry. Also called a trade fair, trade shows give emerging brands the chance to interact with established brands, buyers and distributors to discuss possible collaborations, wholesale partnerships and the chance to exchange solutions to hurdles that you may have encountered in your business!
As the fashion industry shifts towards sustainability, there are a handful of eco-conscious trade shows that focus on sustainable fashion, sourcing of ethically produced raw materials and also production facilities that focus on artisanal craftsmanship and pay fair wages. These trade shows attract likeminded buyers and retailers from around the world that can catapult your business into being a key player in the Global Sustainable Fashion Industry.
Sounds pretty great right? It definitely is, but there is a lot of preparation that goes into getting ready for your first tradeshow. From attending the right tradeshow to the budget to the marketing strategy and more we have put together a guide to help you get ready for your first trade show!
(Photo Courtesy of luxinsiders.com from Premier Vision Paris Tradeshow)
BENEFITS OF ATTENDING A TRADESHOW
Raise awareness: appearing at a large or well-known trade show can increase your brand awareness in a more effective manner. An emerging brand can be able to establish credibility in the industry and be introduced to a wider variety of consumers and potential buyers.
Showcase Product Offerings: In a time where e-commerce is the most popular way to shop, attending a trade show is the best way to be able to showcase your products and show how they look, feel or work.
Stay in the loop: Attending a trade show is the perfect way to keep up to date with the latest trends, technology, competitors and business practices. It can be hard to keep up with the fast rate of innovation but at a trade show likeminded individuals are able to discuss and share all in one place.
Communicate Brand: It can be difficult to communicate your brand universe through a screen but that is not the case at a trade show! While attending one you are able to humanise your brand and communicate your brand values and create a space that reflects them.
Generate Sales Leads: Trade shows let you showcase your products and services to potential customers. Since these events focus on specific industries, the people who come usually have a genuine interest in what you offer. When they can see and try your products in person, they're more likely to want to buy them.
Networking Opportunities: You get to meet industry leaders, major retailers, suppliers, buyers and more.
(Photo Courtesy of luxinsiders.com from Premier Vision Paris Trade show)
OUR GUIDE TO ATTENDING YOUR FIRST TRADE SHOW:
Types of Trade shows
Not all trade shows are the same. When looking at these fashion trade shows, think about how they fit with your brand goals, target audience, and product offerings. Going to the right trade show is incredibly important because it can greatly help your business grow and improve its position in the market.
Industry-Specific Trade shows (Business to Business)
These types of trade shows are mainly focused on wholesalers in specific niche markets and large institutions. In the fashion industry these are trade shows that showcase raw materials like fabric, hardware for finishing garments and accessories. As an emerging brand this is a perfect place to find innovative new sustainable fabrics and suppliers that can give you inspiration for your next collection!
Here are a few of our favourite B2B sustainable trade shows that you should consider:
Première Vision Paris is a leading trade show focusing on sustainable materials and practices. Known for its high-quality exhibitors, this event highlights innovations in textiles, leather, and accessories. You can expect to meet producers that prioritise sustainable production, materials and ethical sourcing.
International Apparel & Textile Fair
Based in the United Arab Emirates, the International Apparel & Textile Fair (IATF) is the largest B2B trade show in the Gulf that runs for three days and attracts industry leaders from all over the world. Exhibitors showcase the latest trends in fabric, accessories, footwear, leather and more. Don’t think you can make it? IATF also offers a digital networking experience!
Intertextile Shanghai Apparel Fabrics
Intertextile Shanghai Apparel Fabrics is a biannual trade show that is considered a key event for B2B on the annual trade show calendar. They provide an extensive display of fabrics and accessories. Known as one of the world’s most interconnected trade shows in 2024 Intertextile attracted 3000 exhibitors from over 24 countries!
Munich Fabric Start is committed to promoting sustainability through its initiatives.The event showcases a wide range of sustainable fabrics and materials, helping brands to source eco-friendly options.You'll find many exhibitors dedicated to innovative textile solutions.
A global showcase for sustainable textiles and eco-friendly innovations. Avantex focuses on integrating fashion technology with sustainability, including responsible sourcing and production.
TRANOÏ Paris is the must-attend B2B event and the that is visited by international buyers during Paris Fashion Week.The show offers a unique experience at the Palais Brongniart and features an exclusive selection of new designers and contemporary brands from all over the world. Unlike other trade shows we have mentioned TRANOÏ focuses on brands with finished products or collections where buyers can be the first to experience what the brands have to offer.
(Photo Courtesy of texworld-paris.fr)
Consumer-Focused Trade shows (Business to Consumer)
This type of trade show is considered to be the more popular type of trade show. A consumer facing trade show is open to the public, buyers from retailers and brands looking for wholesale opportunities. B2C trade shows can range from an array of categories and due to their overwhelming popularity, it is important to make sure you choose the right one that fits your business needs!
Check out our list of B2C of trade shows and see if they are a fit:
Coterie is well-known for its emphasis on showcasing sustainable and ethical brands. This event is crucial for anyone looking to connect with companies dedicated to eco-conscious practices. Exhibitors focus on innovative and responsible fashion solutions.
Pure London is a fantastic meeting point for fashion buyers and suppliers from around the world if you are in the U.K or wanting to enter the U.K market. It highlights the importance of sustainable practices and materials while also catering to mainstream fashion. Now part of the vibrant Spring Fair, this event brings together 38,000 buyers and suppliers from the home, gift, and fashion sectors. This combination opens up many chances for growth and networking.
The Sustainable Fashion Expo is Japan's biggest international fashion trade show, featuring around 900 exhibitors from across the globe. FaW TOKYO - FASHION WORLD TOKYO serves as a platform for businesses worldwide to display their latest sustainable products, including clothing, bags, shoes, accessories, and fabrics, as well as innovations in fashion technology.
ASFW is the biggest platform in Africa for sustainable textiles, clothing, leather products, and fashion accessories. It hosts exhibitions, conferences, factory visits, and runway shows, showcasing new ideas in ethical sourcing and sustainability. Organized by the same company as Intertextile Shanghai Apparel Fair so its definitely one to watch on the African continent!
The Magic trade show is known as one of the hottest tickets in the industry. Attending the Magic is a high energy trade show that highlights upcoming seasons hottest trends and where you will find the must have apparel, footwear and accessories. The Magic trade show is so prominent you can catch them in Las Vegas, Miami, New York and Nashville. At Magic trade show you get the 360 experience of a trade show; suppliers, buyers, consumers, influencers and industry leaders
(Photo Courtesy of Fashion World Tokyo)
WHATS NEXT?
Now that you have gone through the plethora of options and measured them against your brand values & needs, aspiring target market and goals hopefully you have been able to narrow the list down that is more manageable. After looking through the requirements of each (if more than one) trade show its time to start putting together a budget! Because of the nature of a trade show, it is designed to be a ‘one stop shop’ for the intended type of trade show. Therefore, because of the ease of accessibility to the resources provided, trade shows can cost a pretty penny.
Here’s what to include in your budget:
- Cost of Booth
Depending on the location of your booth the prices may range. Sections with high traffic will cost more. Do extensive research by looking at the booth map and weigh your options
- Travel & Accommodation
Depending on the location this may be your highest cost. Flights, travel documentation, local travel, food & accommodation for multiple days can add up! In this case, travelling with a very small team will be beneficial and looking for help locally would cut costs. Do some research and carry out a search for an assistant a few months before the event!
- Shipping of Products
Do some research ahead of time and find out if you are able to send your products to a location ahead of time through a shipping company instead of incurring costs and taxes flying with them.
- Marketing Materials & Booth Décor
Your booth must reflect your brand. It’s the first impression you will make in a sea of other exhibitors. Be true to yourself and don’t over think it! Sometimes less is more, let your product speak for itself, but make sure your visual identity is clear. Also, printing out of business cards and postcards with takeaways about your brand is a great way to make sure people have ways to connect with you but its not sustainable or economical. Printing out a QR code connected to your website, lookbook and contact is a sustainable way to leave a lasting impression.
BEFORE THE TRADE SHOW
Just like before any project or venture its important to make sure you prepare yourself for the task at hand. Here is a list of things you should go over before your first (or any) trade show as an emerging brand:
- Set your goals
- Research the type of buyers, vendors & consumers attending the trade show
- Reach out to buyers and suppliers ahead of the trade show and make appointments
- Design your booth. Recreate your brand universe
- Prepare your elevator pitch that includes all the necessary information that would hook in buyers or suppliers
- Constantly check your logistics. This includes your product, visual merchandising and travel
- Come up with a system that will help you keep track of all the people that you meet in order to follow up with them after the show
- Create a look-book & line-sheet with correct pricing and clear imagery
- Create a marketing strategy to ensure that your network knows you will be attending the show. A digital marketing strategy that also targets people outside your network to attract buyers and retailers is highly advisable too.
DURING THE TRADE SHOW
Trade shows can be overwhelming! Thousands of people attended over multiple days. You may have to step out of your comfort zone but there are few things that you need to do during the trade show to make sure you are making the most it!
- Engage with people by sharing with them your story and brand values
- Walk around and see what other vendors have to offer
- Cultivate relationships with other vendors that would complement your brand. This may grow into future collaboration
- Collect data and feedback on your product
- Discover new trends
- Explore new business opportunities
- Attend events outside of the trade show
- Using social media market your presence. Real time videos/reels showing a behind the scenes look of your experience. Gather content that will also be used post show
POST TRADE SHOW
It’s the final step! You’ve made it through your first trade show! so what now? In order to make sure you have maximised follow these steps:
- Follow up on contacts you made during the show and events related to the trade show by sending personalised emails
- Consolidate the feedback received and analyse it
- Evaluate the impact of your attendance by assessing sales leads, brand visibility and partnerships
- Implement ways for improvements
- Carry out post-show marketing using content collected during the show
Attending a trade show is a huge milestone for any emerging brand. By doing your research and applying for the one that suits your business needs and following the steps we have highlighted for you, we believe that you will begin to see that growth that you have been looking forward to. It is also recommended to attend the same trade shows frequently to establish yourself as a brand that buyers and suppliers can count on. Starting off with one trade show a year that you feel fits your budget and can help achieve your goals and working your way up to notable ones like Magic, Coterie, Première Vision Paris and Texworld-Paris Avantex is a great way to get your brand at the forefront of the global fashion stage!
(Photo Courtesy of Womens Wear Daily)
(Cover Photo Courtesy of Business of Fashion)
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