Men'S Wear Trade Exhibition Attacking The "Blank Area" Of Fashion Industry

< p > can't we move forward together? In the fierce competition of men's wear trade exhibition, this answer turned into "energy".

In the recent Fairchild fashion media menswear summit, four senior men's wear exhibition curators shared their experience. The common conclusion is that different men's trade shows can survive and flourish in the same period by tracking and positioning market segments.

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< p > < strong > "subdivision" determines the future of men's wear < /strong > < /p >.

< p > "every exhibition has its own unique DNA and views," Sam Ben-Avraham, founder of Liberty Fairs and Atrium, said: "this is a way to keep the exhibition related to the fashion industry.

I don't think the mens trade fair market will leave the market blank for large companies. Instead, it will be an industry with many small exhibition companies coexisting.

Based on this view, Ben-Avraham founded last year's Modern Assembly - an alliance of industry associations - Liberty Fairs and Agenda, Capsule, MRket and so on to jointly compete against the industry's "big man" Project exhibition and the MAGIC group behind it.

He explained: "when you become a big and unreliable company, it is more difficult to grasp the changing trend and trend.

Each small exhibition must have its own position and share certain market share.

Finally, all exhibitions will be combined to provide a better and more efficient display platform for the fashion industry. "

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Tommy Fazio, chairman of the Project exhibition, believes that Project also wants to become a "huge display platform" that puts contemporary men's wear, women's wear, advanced denim and a href= "http://www.91se91.com/" target= "_blank" > designer's "/a" brand under the same roof. P

He insists that there are still huge market gaps in the fashion show, such as "the middle and upper level American designers group".

So he launched the Tents Exhibition on the basis of the Project exhibition to display these brands to "thirty thousand retailers".

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< p > < strong > reject "fashionable" brand < /strong > /p >

< p > Aaron Levant is the founder of Agenda exhibition.

The exhibition is rooted in youth culture, focusing on active sportswear, street fashion, sports a href= "http://www.91se91.com/" target= "_blank" > shoes < /a and fast selling electronic products.

In order to maintain the core value of youth culture, Agenda rejected many fashion show brands and fashion brands.

"Some brands are hot, but they are notorious at the same time.

I think their aura will soon disappear.

Many brands of Agenda show have thirty or forty years of history.

We are concerned that these brands outnumber the "overnight success" brand.

But Agenda still accepts mainstream brands like Adidas and Nike, but they usually display "special product categories" here, rather than all product lines that are all inclusive.

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Less than P, he also rejected many potential exhibitors.

Levant said: "I think the entry standard is very low, but I still refuse to apply for about 1000 brands a year.

Illustrator is not the designer, so the printer can create a brand. "

He always used "personal views" and 11 years of experience in the industry to weed out brands that he thought were "not worth much".

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"P", since its founding in 2007, the Capsule exhibition has always appeared in the face of "highly professional exhibition". Its opposite is the kind of exhibition that sells the sky and the price booth.

Deirdre Maloney is the founder of Capsule and BPMW Agency. She said, "I often think about two questions. First, what is the present trade fair, and what the trade fair should be like two.

I think it should be the product display space and the place where the brand can sound.

At the Capsule exhibition, the product has a supremacy.

"We carefully plan the exhibition, provide the best equipment, show our position and reject the brand much more than the accepted brand, because we have to let buyers and media know that you can find the best products in Capsule.

Brands that focus on product quality and innovation.

Whatever the current qualifications, we may become the next big brand in our eyes. "

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< p > < strong > retailer led < /strong > < /p >

< p > in order to provide differentiated experience, the exhibition organizers are trying to listen to the retailers' suggestions and try to meet their needs.

For example, how many days a exhibition will take, usually depends on how much time the retailers need to see the exhibition brand.

In Las Vegas, < a href= "http://www.91se91.com/" target= "_blank" > clothing < /a > exhibition usually lasts three days.

"Time for better viewing and buying experience service."

Fazio said, "our venue allows visitors to watch and walk efficiently and fluently, and three days are enough."

What he said includes the digital equipment guide, the obvious direction mark, and the full communication with retailers before the exhibition to show which brands will participate in the region.

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Looking forward to the future, the four curators pointed out that the pattern of fashion retailing is changing - fewer and fewer retail stores, and more and more B2C and P providers.

"The number of retail outlets is slowing down," Levant said. "This industry is solidified, and many retail stores are closed.

Especially those small and independent shops run by individuals or families. At the same time, we also see brands exploring B2C and other channels.

Generally speaking, there has been no big incident in retail business for a long time. Both chain stores, independent stores and department stores are very conservative.

So for a large number of emerging brands that need to be oriented to the market, the support given by the retail industry is too small.

This is a cruel game of robbing chairs, and some players are doomed to lose.

Unfortunately, I think the brand will be the loser. "

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