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Preview: Untrade Shows

By Victoria Buchanan 14 : 11 : 2016 Trade Shows : B2B : Direct To Consumer

US/Europe – Once accessible only to buyers and media, trade shows and industry events are becoming more consumer-facing.

Fashion as entertainment has hit a new zenith as brands turn catwalk shows into ticketed events
Originally created as a showcase for media and buyers, B2B trade fairs are being rebranded as public trend events

Bread and Butter by Zalando

Bread and Butter by Zalando

Tommy Hilfiger, New York

TOMMYNOW Fall 2016

As more brands start to offer see-now, buy-now collections, fashion shows are becoming retail showcases that promote shopping under an umbrella of experience and community.

Tommy Hilfiger seamlessly made the transition between high-end and mainstream markets with its fashion festival this autumn, a two-day party on South Street Seaport’s Pier 16 with a 2,000-strong guest list split between trades people and those outside the industry.

Elsewhere, B2B events such as Bread & Butter and MADE LA are considering their place within the fashion eco-system by allowing public entry and rebranding themselves as trend shows with a focus on experience over the hard sell.

The Big Picture

For more on how fashion brands and retailers are rethinking trade-only events, see our latest microtrend Untrade Shows.

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