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US/Europe – Once accessible only to buyers and media, trade shows and industry events are becoming more consumer-facing.
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.
For more on how fashion brands and retailers are rethinking trade-only events, see our latest microtrend Untrade Shows.