Fashion Weeks are upon us. You’ve paid up to exhibit in London, Paris, New York or Milan. How do you make sure that you get the most out of the exposure to increase your sales and get press?
Before you go
1. Research trade shows to find the one that’s right for you. Look at the online exhibitors list from previous seasons. There are plenty of fashion showrooms out to choose from and you are most likely to do well in a show with similar labels to your own. This also gives you a great opportunity to scope out your competitors. Don’t be shy to ask the organisers for concrete figures on which buyers attend, better positioning, etc. You’re investing in your booth, and you want to make sure you at least make your investment back!
2. Know what your goal is. It helps with preparation if you know what you want to achieve. Are you there to meet existing stockists? Are you trying to develop new relationships? Who are you targeting, buyers or press? Depending on how important each goal is to you, prepare accordingly.
3. Make sure you have a good team with you. More importantly, have a detailed schedule set up for when everyone is manning the booth.
At the trade show
1. Smile, make eye contact, engage people! I’m always surprised to see people hiding at the back of their booth hunched over a laptop. While it quickly gets very boring to be there, you’ll miss opportunities if you hide away. To avoid getting bored, have a good rotation going so that you can take plenty of breaks.
2. Have freebies at your booth. Giving out free sweets or even just very well produced look books can have a powerful impact.
3. Show, then sell. If someone shows interest in your products be there to help them explore and probe them about what they’re looking for, what else they stock, what their customers are like. If you listen carefully you’ll have all the information you need to make an effective sales pitch tailored to their interests.
After the show
Follow up! Everyone you have met will have met tens, if not hundreds of people. Some of them will barely remember you.
Be ready to follow up with people you meet to initiate a business relationship. Don’t leave them guessing and be clear about what you’re proposing. It’s often tough to get buyers to commit at the show itself. This means that it’s even more important to follow up.
Source: Worldonahanger.com By Emily