How should you choose the right trade show for your fashion brand? If you have been thinking of doing trade shows read this article to help you determine which ones.
First, identify what your objectives are. What results are you hoping to achieve, and what buyers do you want to reach? The first step with any business decision is to identify your objectives and then choose a course of action that will provide you the best opportunity to meet those objectives.
Are you trying to build your business nationally or do you want to build it one region at a time. Regional shows tend to be less costly. But, national shows will give you more exposure. Ask yourself; do you want to be in a high-end show or something that is right for moderately priced stores? Do you want to do a national trade show like Coterie? Or, perhaps you might do regional shows like Style Max in Chicago and/or The Atlanta Mart. You can even look at product specific shows like Active Collective or Outdoor Retailer or even The Swim show. Research all the choices before you decide.
The following is what you should consider:
When it comes to growing your business or launching a new product, trade shows can be a very effective way to gain industry insight, capture new prospect leads, and network. But they are expensive in both time and money so consider your options carefully and think strategically about the type of show to attend and how you can stand out once you’re there.
Trade shows are not a one and done type of thing. It usually takes several showings at any particular show before you get traction. It is a waste to do one show and then never do it again. You might as well not doing any shows then doing only one. Buyers usually want to see you several times at a show before they buy your line. They want to know your look is consistent over time and you will be in business for a while. By sticking with it people start to have a comfort for level with your brand.
A lot of buyers shop trade shows so it can a great tool in your toolbox. So it is definitely worthwhile to look into doing them. Do the research so that you choose the right trade show for your brand.
Read my blog 10 Tops Tips For A Successful Fashion Trade Show for more info on increasing your trade show success.
Maria Pesin knows fashion, especially the business side of the fashion industry. Do you know how Manolo Blahnik got his start in the industry? How he leveraged a paltry 3 grand into one of the world’s most famous luxury brands? While she doesn’t take credit for Manolo’s success, Maria has walked a similar path on numerous occasions. The world of fashion is not silicon valley, and it has nothing to do with Madison Avenue marketing. In this industry there is ALWAYS room for something new and exciting, but you have to have your ducks in a row. If that’s what you need, believe me, Maria is the General Patton of fashion ducks!
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