Company Details
Why should one participate in trade fairs & exhibitions, especially for the textile & apparel industry? How effective & helpful are these for business development, networking as well as sourcing?
Trade
fairs are invaluable platforms to promote textiles and apparel for several
reasons. There is no substitute for buyers being able to check products
in terms of manufacturing standards color and finish, and merchandising
application. Potential buyers can ask questions to the exhibitors regarding
minimum order quantities, shipment packaging lead times and so on. Obviously, being
able to interact directly is important for many industries but in a highly
seasonal industry where timing is critical, it is important to understand
exactly what you are buying and have a solid relationship with your supplier.
Trade
fairs/exhibitions work well in terms of mobilizing clusters of exhibitors from
particular industries and countries - and even regions - to cooperate together.
I have seen many examples of companies having limited experience with export
but learning best practices from other exhibitors in their delegation. In some
instances, this can even lead to sharing buyers and forming a virtual alliance
where products are not directly competitive.
Many
people state that to really stake a claim in a new market, it is important to
exhibit and 'be seen' in that market for 2 - 3 years to build awareness among
your target market and reinforce to the market that you are serious about it. In my experience as a former export manager,
having worked in several different industries, this seems to be accurate.
With a highly competitive sector like fashion and apparel this is particularly true.
In the
apparel and fashion sector, trade fairs offer the most effective communication
and feedback opportunity with potential buyers. It really provides the fastest
possible way to begin to know your market and operate effectively. It is
difficult to discern consumer tastes and preferences without having your 'feet
on the ground' and observing other products on offer at the fair. This will
quickly help you identify any discernible gaps in the market, or in your
product offering, and enable you to respond in a dynamic way. International
sourcing is really enhanced in a trade fair setting. For a country such as
Australia the perceived cost of travelling offshore to locate and vet potential
suppliers can be a major impediment to international procurement and
contracting. Bringing quality international suppliers to Australia, often under
the auspices of a government or industry pavilion, encourages buyers to
increase their global sourcing activity along the value chain, and often across
aligned categories.
*******
Published on: 03/09/2012
DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.