How to make your time at trade shows more effective. - Part 3

Things to consider when at trade shows;

• Trade press always attend shows. Introduce yourself and find out the latest news and the hottest brands. They are in the know. 
• Get yourself a copy of the latest issue of trade magazines at the show plus there are usually a few copies available that you can pick up for free. If you do not already subscribe to a magazine, shame on you! You need to know what is going on in your industry.
• Trade shows are also about people. It provides the best opportunities to see and meet the brands and people that you do not normally or regularly get to see, so make sure you have enough time scheduled in to meet them.
• Do some research on the Internet prior to the events and make sure you have read your trade magazines. 
• Trade shows are the perfect time to get an idea of the key trends and colour palettes for the forthcoming seasons. So walk the aisles and look out for newness. Do not prejudge. Stop and look and talk to the representatives, and see what the ‘other’ brands are about. You never know, you may be pleasantly surprised.

IA Consultancy   Intimate Apparel Consultancy 

 Claire Franks

How to make your time at trade shows more effective. - Part 2

Intimate Apparel Consultancy's Top 10 most useful strategies for trade shows;

1. Aim to see like-for-like brands at similar times – basics, continuity, premium, DD, shaping, etc. This will help you contextualise the ranges and limit any duplication of styles in your seasonal range.

2. Get up early and get there early to make sure you maximise this opportunity.

3. Review the floor plan in advance and mark the stands that you need to visit and when. Trade shows can be big and it’s easy to get sidetracked, so plan your route to help you stick to this schedule.

4. Make a note of the times of the fashion shows and decide when to view them. The beginning of the day is best, so you can be inspired by what you see and then go out and look at the new collections.

5. Make appointments. Tell them what you are looking for, what you need, what worked for you last season and what didn’t to get them focused on your business.

6. Stay focused. At the beginning of the appointment tell them how long you have and do not over run. An hour should be enough to review any range.

7. If you need to discuss business promotions then you need to ensure an appointment is in place in advance with the appropriate person.

8. Keep an eye on the clock. Don’t waste time in chit chat if it means you might compromise your next appointment.

9. Plan in breaks and refreshments as trade shows are tiring. If you don’t feel good then your decision- making and concentration skills will be flawed.

10. Make your buying decisions at the show and place orders if you are sure. If you know what you need there should be no dithering and uncertainty.

These will help make your Trade show visits a success.

IA Consultancy   Intimate Apparel Consultancy 

 Claire Franks

How to make your time at trade shows more effective. - Part 1

Trade shows are a key part of the seasonal calendar for buyers, you will get to see the new collections, talk to your suppliers, find new brands and key pieces for the coming season, and place your orders. However, to make the most of them you need to plan your visit and think carefully about what you are there for in advance. 

First and foremost, pull together a buying calendar for the season and plan in the key dates for trade shows, buying trips, strategy and order deadline dates. This is a working document and you should add in important branded viewings and any other meetings as the season progresses.

Then you should plan, plan and then plan some more. There is nothing worse than returning from a show without achieving what you set out to do. You should have completed your seasonal analysis and product & sales review and you’ll be ready to attend the seasonal shows armed with all your brand performance information. This will give you a clear vision of what you need for next season to make your business more successful. 

Trade shows are about business and this is where your next season’s collection will start to take shape. It is so easy to forget what you’re there to achieve.....stay focused, talk to the suppliers and enjoy.

IA Consultancy   Intimate Apparel Consultancy 

 Claire Franks