Denim Think Tank: Future of Denim Trade Shows
Since COVID-19 ushered in lockdowns and travel restrictions, physical trade shows have been put on hold. Adapting to the new way of working, some organizers have pulled together virtual alternatives to in-person showcases.
Carved in Blue gathered the organizers of five of the denim business’ leading trade shows, Bluezone, Denim Expo, Intertextile / Texworld, Kingpins, Premiere Vision, for a webinar on the future of these fairs.
The denim industry is saturated with shows, with 51 calendar days’ worth of events just for the vertical. From Milan to Munich, New York to Hong Kong, the series of fairs often sees exhibitors jet setting around the globe to meet with prospective buyers.
Even before the coronavirus, there was a debate about the need for such a packed calendar. Panelists are skeptical about the viability of the full array of trade shows, with some even expecting consolidation or mergers. However, the speakers are optimistic about the continued demand for the trade show format in fashion.
After months of being cooped up to flatten the curve, panelists agreed that the desire for networking is high. “I have no doubt that after the crisis, there is a high request to have physical trade shows again, perhaps more than before, because people would like to meet each other, and it’s really important for them to have these platforms again,” said Olaf Schmidt from Messe Frankfurt, which organizes Texworld and Intertextile Shanghai.
Moderator Tricia Carey, director of global business development at Lenzing, noted that while she is up for attending shows, the hurdle will be the plane ride, travel logistics, and potential quarantine. “You can basically intellectually say ‘we’re going to have a show,’ but it doesn’t mean that people want to go to the show,” said Andrew Olah from Kingpins.
Because travel is a concern, it may also be easier or more feasible for organizers to focus on localized events. “It might be more regional, might be smaller, doesn’t matter but we need a restart,” said BlueZone’s Sebastian Klinder. “And this cannot be done in my eyes only in a virtual and digital way.”
Speakers believe that September will be the main timeframe to start bringing physical tradeshows back. But when trade shows return, the exhibitor floors may look different due to social distancing measures.
In the meantime, organizers are running virtual events. However, these platforms cannot entirely replicate the experience of being at a trade show, since a prospective client cannot touch or feel fabric through a screen.
While virtual shows may not supplant physical ones, the one benefit of digital investment is a longer engagement with the audience. Guglielmo Olearo from Premiere Vision explained how his firm has invested in tools such as matchmaking and a marketplace in recent years. “It brings together people for 12 months and not just six days a year.”
As trade shows strategize for the coming months, Mostafiz Uddin of Denim Expo stressed the importance of collaboration between organizers. “I think that the most important part is we can all discuss and find a new way how can we move forward and do something together.”
Watch the full Future of Denim Tradeshows roundtable below.