It’s no secret that exhibiting at a trade fair can be very beneficial for launching a brand into the market and putting your label in front of a large number of retailers. But there are some fundamental things you need to do to ensure you are getting your money’s worth. Experienced agent Phoebe Garland, co-founder of Garland & Garland Fashions, offers her tips for standing out at a trade event.
Understanding the type of buyer who is attending is critical. Also ensuring your product is priced to suit this buyer and that your product is commercial with modern design, yet has a point of difference is mandatory to good sales.
Do your research before you go, visit the trade show a season before exhibiting and really have a look at the exhibitors who are really busy, and find out why they are doing the business. Have a good look at what’s already exhibiting and ensure you are not duplicating. Find out as much about your competitors to ensure you have an edge when you exhibit.
It will also help you find where the volume of sales are heading and at which price points. Getting feedback from buyers as to what is missing in the market is very valuable and you may be able to fill that void in your ranges. Spending the money on a decent stand with strong signage and good positioning is well worth the money and it makes all the difference.
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