EXHIBITOR Magazine recently published “Space Case,” an informative article about selecting floor space at a trade show. They asked nine exhibit industry experts to share their booth selection strategy based on a show floor plan. See the image above for their selections.
Most chose spaces near the entrance, traditionally the preferred location for high traffic and visibility. But that got me thinking, what about those exhibitors who, for a variety of reasons, aren’t front and center? Are they at a disadvantage? Perhaps not.
Trade show exhibitors and attendees aren’t chess pieces on a board, but individuals who have specific trade show needs and strategies.
Let’s switch things up by comparing a trade show floor to a supermarket layout. Is the strategy of shopping for dinner like a trade show attendee searching for a new vendor?
Trade Shows and Supermarkets
It’s trade show season, and many exhibit houses are supervising installs and supporting clients. Their clients are most likely in the “middle” of the show floor with beautiful islands and inlines. In most cases, they’ve earned that visibility by exhibiting at a show for years. They’re first in line at booth selection when choosing next year’s space. But what about the exhibitors on or near the perimeter of the show hall.
Have you ever considered how a trade show floor plan mirrors the supermarket layout? The middle aisles of the grocery store have the legacy brands. The ones you’ve known forever, like canned soups, snack foods, pet food, and boxed meals — all with expiration dates ending in 2026 (or beyond). Those brands are the financial lifeblood of a supermarket because the products are nonperishable, and the companies pay healthy slotting fees.
But it’s the perimeter of the store that’s more interesting: fresh produce, meat and seafood, dairy products, baked goods, and the deli. Even the florist section. Those products are (generally) healthier and have a limited shelf life — like USA cherries in July and then gone for 11 months.
Unfortunately, many shoppers skirt the perimeter and head straight to the middle aisles with a quick side trip for milk or chicken or bagged salad. And yet, there’s a lot to discover on the perimeter. Vegetables you haven’t tried, like bok choy, or an interesting drink like kombucha, or bulk products that could save you money. The perimeter is often a lot more unpredictable but that’s what makes it more of an adventure.
Shop the Perimeter Exhibitors
Consider that the next time you wander the show floor. The perimeter exhibitors may not have the budget for an island exhibit, but their fresh approach to trade show marketing may surprise you. They may not be big enough for the “center” of the trade show floor or have earned priority status during the booth selection process, but with a little guidance and some encouragement, they may be front and center with those big-name baked bean companies in a few years. Until then, head to the perimeter. Perimeter exhibitors are often surprisingly creative, which makes them way more fun!
10 x 30 Perimeter Booth at EXHIBITORLIVE
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
Apparel trade shows are unlike any other event. Attendees and exhibitors are there to see the latest trends, and they are there to be seen. How you look and how your apparel trade show booth design looks matters a lot. And yet, no two shows are alike. Some focus strictly on fashion trends, while others are about textiles and materials. Some apparel shows highlight womenswear, whereas others focus on menswear, shoes, or kids’ clothing. Because fashion changes so quickly, many apparel trade shows are held twice a year.
Although each show is unique, the goals are often similar. They bring together manufacturers, suppliers, retailers, and other industry professionals to showcase and source apparel products. These events provide a platform for businesses to network, conduct business, and stay updated on the latest trends and innovations in the fashion industry. Experts share insights on market trends, design, manufacturing, and retail strategies. Some shows even feature live fashion runways to showcase the latest designs.
Who Attends Apparel Trade Shows
Apparel trade shows are attended by a variety of individuals and businesses involved in the fashion industry. Here are some of the main groups that typically attend these events:
Retailers: Buyers from department stores, boutiques, online retailers, and other retail businesses attend trade shows to source new products for their stores.
Wholesalers: Distributors who sell products to retailers also attend trade shows to discover new lines and trends.
Manufacturers: Clothing and accessory manufacturers attend trade shows to showcase their latest collections and connect with potential buyers.
Importers/Exporters: Companies that import and export apparel and textiles attend trade shows to source products and find new markets.
Designers: Fashion designers attend trade shows to present their latest collections and network with potential clients and collaborators.
Media: Fashion journalists, bloggers, and other media professionals attend trade shows to report on industry trends and discover new designers.
Industry Professionals: Other professionals involved in the fashion industry, such as stylists, agents, and consultants, may also attend trade shows to network and stay up-to-date on the latest trends.
By attending apparel trade shows, these individuals and businesses can connect with each other, discover new products and trends, and build relationships that can benefit their businesses.
Why Do Fashionistas Attend Apparel Trade Shows?
Fashionistas are people who are passionate about fashion and follow trends closely. They are often seen as trendsetters or style icons. They may have a deep knowledge of fashion history, designers, and current styles. Fashionistas are typically individuals who enjoy dressing up, experimenting with different looks, and staying up-to-date on the latest fashion news. They attend apparel trade shows for various reasons:
Trend Forecasting: Trade shows offer a glimpse into the future of fashion trends. Designers and brands showcase their upcoming collections, giving fashionistas a head start on identifying the latest styles and materials.
Networking Opportunities: These events are a hub for industry professionals to connect, collaborate, and build relationships. Fashionistas can meet with designers, buyers, and other industry influencers.
Inspiration and Creativity: Exposure to a wide range of designs and styles can spark new ideas and creative inspiration. It’s a chance to see how different brands interpret trends and experiment with materials.
Business Development: For those in the fashion industry, trade shows can be a valuable platform for sourcing new products, finding suppliers, and exploring potential business partnerships.
Product Discovery: Fashionistas can discover emerging brands and unique pieces that may not be widely available in retail stores.
In essence, apparel trade shows offer a unique opportunity to stay ahead of the curve, gain insights into the industry, and connect with like-minded individuals.
The MAGIC Las Vegas show is a major fashion trade show that takes place twice a year in Las Vegas. It’s a platform for fashion brands and retailers to showcase and discover the latest trends, collections, and opportunities in the industry. If you’re a fashion professional looking to stay updated on industry trends, connect with brands, and source new products, the MAGIC Las Vegas show is a must-attend event.
The Atlanta Apparel Market is a major trade show for the apparel industry in the Southeast United States. It’s held twice a year in Atlanta, Georgia, and attracts buyers, designers, and industry professionals from across the country and beyond. The Atlanta Apparel Market typically takes place twice a year, usually in the spring and fall. The exact dates and locations can vary.
Premiere Vision Paris is one of the world’s most prestigious textile trade shows, held twice a year in Paris, France. It’s a premier platform for the textile industry, attracting thousands of buyers, designers, and manufacturers from around the globe. The show typically takes place twice a year, usually in February and September.
The Chicago Shoe Market hosts two footwear, accessory, and apparel trade show markets in Chicago, IL. The Windy City Shoe Travelers, a nonprofit organization, provides an invaluable opportunity for retailers to check out the latest, must-have brands in a professional, efficient, and enjoyable setting
Pitti Immagine is a renowned international trade show for the fashion industry, held twice a year in Florence, Italy. It is one of the most influential events in the global fashion calendar, attracting designers, buyers, and industry professionals from around the world. While Pitti Immagine also features womenswear and accessories, it is primarily known for its focus on menswear and contemporary fashion.
New York Fashion Week (NYFW) is a semi-annual event held in New York City that showcases the latest collections from top fashion designers. It is one of the most prestigious fashion weeks in the world, along with Paris, Milan, and London.
Los Angeles Fashion Week (LAFW) is a semi-annual event held in Los Angeles, California, that showcases the latest collections from top fashion designers. It is one of the most influential fashion weeks in the world, along with New York, Paris, and Milan. LAFW is known for its laid-back, bohemian, and celebrity-inspired style.
Hong Kong Fashion Week is a semi-annual event that showcases the latest collections from local and international designers. It is a growing platform for the fashion industry in Asia and attracts buyers, editors, and influencers from around the world. Hong Kong Fashion Week highlights the unique and diverse styles of Asian designers.
CALA Show is an apparel trade show consisting of Los Angeles, San Francisco, New York and European contemporary fashion market representatives formed to offer a more contemporary alternative to other shows in Northern California and throughout the United States. CALA shows are held in various locations, including San Francisco, Denver, Scottsdale, Seattle, and Salt Lake City.
Womenswear in Nevada (WWIN) is a trade show that is held twice a year in Las Vegas. It is the largest women’s apparel trade show in North America and features over 500 exhibitors from all over the world. The show is held at the Las Vegas Convention Center and attracts over 10,000 attendees.
Outdoor Retailer is the premier trade show for the outdoor industry, bringing together brands, retailers, and industry professionals from around the world. This event showcases the latest trends, innovations, and products in outdoor gear, apparel, footwear, and accessories. Shows are held in November and June.
The Sports Licensing and Tailgate Show is a trade show dedicated to the sports licensing industry. It brings together manufacturers, distributors, retailers, and other industry professionals to showcase and source licensed sports products. The show features a wide range of licensed sports merchandise, including apparel, accessories, collectibles, and more.
The Active Collective Show is a trade show that brings together outdoor brands, retailers, and industry professionals. It serves as a platform for showcasing the latest trends, innovations, and products in the outdoor industry. The show features a wide range of outdoor gear, apparel, footwear, and accessories from leading brands.
The Impressions Expo are trade shows dedicated to the promotional products industry. It brings together manufacturers, distributors, suppliers, and retailers to showcase and source a wide range of promotional items. The shows feature a vast array of promotional products, including apparel, accessories, writing instruments, tech gadgets, and more.
Apparel Trade Show Booth Strategy
Tips for a Successful Apparel Trade Show
Attending an apparel trade show can be a great way to network with potential buyers, showcase your products, and stay up-to-date on industry trends. Here are some tips to help you make the most of your experience:
Before the Show
Conduct Research: Identify the key buyers and influencers in your target market.
Prepare Your Pitch: Be able to articulate the unique selling points of your products clearly and concisely.
Create an Appealing Design: Invest in professional design and branding to make your booth stand out.
Bring Samples: Have a variety of products on hand to demonstrate the quality and versatility of your line.
Prepare to Negotiate: Be prepared to discuss pricing, terms, and conditions with potential buyers.
During the Show
Network: Engage in conversations with attendees, exchange business cards, and follow up with leads after the show.
Product Knowledge: Be able to answer questions about materials, production processes, and care instructions.
Incentives: Consider providing discounts or special offers to attract buyers.
Feedback: Ask attendees for their thoughts on your products and booth presentation.
After the Show
Respond: Send thank-you notes and follow up on any leads you generate.
Analyze Your Results: Evaluate the success of your participation and identify areas for improvement.
Research and Prepare for Your Next Show: Start planning for your next trade show and make necessary adjustments based on your experiences.
By following these tips, you can increase your chances of success at your next apparel trade show.
There are three requirements for most islands. First, the island should be visible and the message attractive and compelling. Second, it should fulfill all the goals for presenting your products and services efficiently and effectively. And third, it should be inviting and comfortable. Most companies want attendees to linger in the booth. The VK-5097 meets all three, and then some. The graphics are captivating and distinctive. There are multiple opportunities for showcasing products and services. And the lounge, chairs, and reception counter encourage attendees to hang out.
A well-designed Custom Inline Exhibit offers unlimited flexibility for exhibitors who want to combine large graphics with showcasing products. The VK-4042 combines (2 or 3) attractive SuperNova lightboxes with SEG fabric graphics and (2) product shelving displays with LED accent lights. The U-shaped reception counter with locking storage allows exhibitors to interact with attendees while they sample the product.
The ecoSmart Inline Displays are design-driven, reconfigurable, and user-friendly. The ECO-1066-B eco-friendly display blends product shelving, large backlit graphics, and a monitor into an efficient portable exhibit. This display packs small but makes a big impact on the trade show floor.
Accessories displays are often bland and uninspiring. Not the LTK-1103. The custom curved construction includes three laminated shelves, a stable base, and a large header for graphics. Choose from hundreds of laminate finishes. No assembly is required.
Interactive Event Ideas at Apparel Trade Shows
Interactive events can significantly enhance your booth’s appeal and engagement at apparel trade shows. Here are some creative ideas:
Fashion Shows and Runway Events
Mini Runway: Set up a small runway within your booth and showcase your latest collection.
Interactive Fashion Shows: Involve attendees by allowing them to choose models or styles.
Behind-the-Scenes Tours: Offer glimpses into the design process or manufacturing techniques.
Personal Shoppers: Assign personal shoppers to assist attendees in selecting the perfect items.
Workshops and Demonstrations
Styling Workshops: Provide attendees with tips on how to style your products.
DIY Projects: Teach attendees simple DIY techniques to customize your garments.
Design Workshops: Allow attendees to create their own designs or patterns.
VIP Experiences: Offer exclusive experiences for VIP customers or influencers.
Gamification and Contests
Fashion Challenges: Host a fashion challenge where attendees compete to create the best outfit using your products.
Trivia Contests: Test attendees’ knowledge of fashion trends or your brand.
Drawings and Raffles: Offer exciting prizes to attract visitors.
Social Media Engagement
Photo Booths: Set up a branded photo booth where attendees can take photos with your products and share them on social media.
Social Media Contests: Encourage attendees to share photos or videos using a specific hashtag for a chance to win prizes.
Live Streaming: Stream interviews with designers, behind-the-scenes footage, or fashion shows.
Interactive Displays
Touchscreens: Allow attendees to browse your collection and request more information.
Virtual Dressing Rooms: Use augmented reality technology to let attendees try on clothes virtually.
Interactive Displays: Use interactive screens to showcase your products in a unique and engaging way.
By incorporating these interactive elements, you can create a memorable and engaging experience for attendees, generate buzz around your brand, and drive sales.
Apparel Trade Show Booths & Displays from Classic Exhibits
Apparel trade shows are essential to fashion professionals as they strive to stay competitive, discover new trends, and build relationships with colleagues and suppliers. It’s a tough business, no less than the trade show industry where design, construction, and costs can be the difference between a successful show and a mediocre event. Classic Exhibits and Classic Distributor Partners will work hand-in-hand with you to create the perfect exhibit and a targeted marketing strategy.
For over 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As North America’s largest private-label exhibit manufacturer, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
When you think of navigating a trade show, the words “chaos” and “exhausting” often come to mind. Those two or three days on the show floor can be challenging for attendees which is why more and more exhibitors are creating casual, relaxing environments for attendees within their booth space.
These booths offer all the benefits of a traditional exhibit, like large graphics, demo stations, storage, and reception counters, but add seating. This allows attendees and exhibitors time to relax and chat, a luxury which many potential clients will appreciate.
The Rental Option
The three rental islands below include soft seating (sofas) or exhibition seating (bistro tables and chairs). Rentals are an excellent option for many exhibitors since they allow for design flexibility and a lower upfront cost.
To explore over 100 island rental designs, visit this comprehensive Display Gallery.
On May 21, 2024, Jim Wurm from the Exhibitor Appointed Contractor Association (EACA) presented a webinar on the State of the Labor Industry particularly as it relates to the production of trade shows and events. Jim was joined by Bill Muller from Nth Degree. The webinar was hosted by EDPA Northwest.
To watch the webinar on YouTube, click HERE. Below are 10 Questions and Answers about Trade Show Labor in 2024.
#1. Why does our industry need/require unions?
The trade show and
event industry relies on a standby workforce that’s needed to move events in
and out of our convention venues. Labor unions provide a ready source to
fulfill that need.
#2. Who decides which unions work in which venues?
Labor jurisdictions are determined by the owner of the venue in question. The great majority of our convention venues are owned by the state or the city in its respective locale. And, while there are right-to-work states where a worker doesn’t have to be a union member to perform the described work, there are even venues in right-to-work states that have established union jurisdictions (e.g. McCormick Place). A complete list of union jurisdictions can be found on the EACA website..
#3. How do show rates get established?
Show rates are established by the General Service Contractor after approval by show management. EAC labor contractors can adopt the “show rate” for their own pricing but most establish their own labor rates city by city.
#4. What’s the difference between GC and EAC labor?
GCs have many sources of revenue from the variety of services they provide. The GC views show management as their primary client, and as such, the most experienced and skilled labor is assigned to work on show management jobs. The labor provided by the GC for display I&D is primarily assigned on a “next man up” basis. As a result, the labor provided to an exhibitor to set up their booth may have never seen the exhibitor display previously and may or may not have the necessary tools for the job. And the crew the exhibitor is provided on the installation can be completely different on the dismantle.
EAC labor is different. Since EACs only have one source of revenue, their labor solution is provided to tailor the service option to the exhibitor client needs. Exhibit design is often reviewed prior to the show so that the EAC can provide a crew that is appropriate for the work required. The EAC will also generally provide a specific “lead” to have supervisory responsibility for the job. This is done to make sure the rest of the crew is working efficiently and effectively.
With larger or more complicated jobs, the EACs may be requested to not only review display design but also to issue a “not to exceed” estimate for set-up and tear down. And as a matter of common practice, EAC labor contractors routinely make sure that the same crew that installs the display takes it down and repacks it.
#5. How does one join a union?
Any individual of age 18 with either a high school diploma or GED can join a union. An application is required along with an application fee. At many locals, a pre-employment drug test will be required.
#6. What’s the difference between a journeyman and apprentice?
Just
as the terms imply, an apprentice is a union worker in training and a
journeyman is an experienced union worker that has fulfilled all training
requirements. Apprenticeship training
includes 2000 hours of classroom and on the job work.
#7. What is a grievance?
Contractors
that employ union workers negotiate and sign collective bargaining agreements
with local unions. If the contractor breaches that agreement in some fashion, the
local union can file a grievance that typically involves a monetary component
to resolve.
#8. What do I do if I don’t like an individual on my crew?
Any
exhibitor or display supervisor that has a concern or issue with a member of
their crew can request a change from their contractor. Change requests should
be made privately with the appropriate supervisor.
#9. What work can my shop supervisor do in a union venue?
Unless they are a member of the local union with jurisdiction, the only thing a supervisor can do during move-in and move-out is to provide direction, answer questions, and provide suggestions on the best and most efficient way to complete the work. The shop supervisor should first identify who is the “lead” in the job and communicate primarily with that individual to maximize efficiency.
#10. Why does my shop supervisor have to register as an EAC?
As a means of managing the risk
of being responsible for everything that happens in a venue during their
tenancy, show management requires that all who enter the construction zone
during move-in and move-out, known as the show floor, provide a current copy of
their company’s Certificate of Insurance (COI).
Understanding
that there is risk of personal injury or possible damage to the venue or the exhibitor’s
displays or products, show management doesn’t want to be held responsible for
the negligent acts of others. Show management obtains COIs from their GC and
all their exhibitors as a matter of course as they contract with them.
But
they don’t know which EAC service providers are being hired by their individual
exhibitors. That is the purpose of the EAC notification form.
The EAC Notification
form pertains to any product or service provider that needs or wants to enter
the show floor.
Some shop supervisors have presumed they could utilize their client’s or their labor company’s COI as adequate coverage for themselves. But just like you aren’t covered in an auto accident with someone else’s insurance, you’re not covered by your client or your labor company if you should be injured on the show floor. And show management doesn’t want to be liable as well.
Jim Wurm began his career in the trade show industry more than 35 years ago and has worked almost every job in a convention center from the loading dock to the main entry.
He has played a role in designing, building, shipping and setting up trade show booths as well as launching and organizing trade shows throughout the U.S. and Europe. Most recently, Jim has utilized his unique trade show experience for the development and management of the Exhibitor Appointed Contractor Association, better known as EACA.
If I, Harold Mintz, was your tutu wearing Fairy Godfather and handed you $1 million dollars, what would you do with it? This generous gift would come with one condition. You must spend 100% of it on your business. What would you splurge on?
Many of you have already gotten this question from me because I often ask it during my Distributor visits.
Below are your Top 10 answers (in reverse order). Do you recognize your response?
10. It’s a Schvitz-a-thon out there! Our shop is an oven for at least 4 months of the year. With the bay doors open and fans swirling you could still roast a chicken in the shop. We’d bring in some sort of air conditioning to make life more tolerable for our employees.
9. I’d bring back our showroom. We eliminated our showroom years ago so we could create additional set-up/staging areas. While necessary, we still miss the impact that our showroom had on everyone who saw/experienced it. It was our silent salesperson.
8. Our website is ancient. We’d upgrade it immediately. The first thing we’d do is engage with a professional developer to assist with revamping it. We know Prospects and Customers often go to our website, but we are underutilizing this blockbuster sales tool.
7. Add to our rental inventory. Our current rental inventory is ancient and sparse so we don’t offer rentals as much as we would like. We can’t do everything, but it would be nice to handle basic inlines and islands.
6. We’d boost our social media presence. We don’t post on social media as much as we should. We post large, cool jobs but forget about all the other tidbits that Clients and Prospects might appreciate. I’d hire a dedicated social media expert.
5. I’d invest in an LED tile inventory. Backlighting was/is hot. Just about everything going out the door these days has backlit graphics. LED is coming on strong. I’d acquire the tiles and the A/V experts necessary to travel with them.
4. Graphics. We’ve flirted with the idea of bringing in our own graphic production for years but never pulled the trigger. It requires a level of expertise and volume outside our current scope. That said… the influx of cash would allow us to dip our toes in the water or in-house graphic production.
3. I’d boost employees’ salaries across the board. Everyone took a hit during the COVID Pause. When their salaries were cut, their work ethic increased. They treated this company as if it were their own. We owe them.
2. More storage space. Our current storage space is full. We make good money on our active clients, and if we had more space, I could fill it with those types of clients. Cha-Ching!
And the #1 comment I hear when “giving away” $1 million…
1. We’d add more employees. I’d use a chunk of the money to find and hire a new batch of employees in all areas – PMs, Sales, Design and Production. Especially PMs.
What would you do with a $1,000,000 gift from me? Share in the comments.
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For 30 years, Classic Exhibits has been designing and building creative custom solutions for our Distributor Partners and their clients. As the largest private-label exhibit manufacturer in North America, we have the unmatched capability, capacity, and creativity to create 3D projects ranging from 10 x 10 inline displays to 60 x 80 double-deck islands.
