Attire Accessories - Feb/Mar 2019 (Issue 74)

122 AISLE STYLE Louise Prance gets to grips with just why the trade shows are so important for your business, and how wine and cake can help with the long days… It’s that time of year again. The Christmas tree has been put away, the sale period is done and it’s time to set your sights on buying. Yep, bring on the show season. As we embark on the many shows that abound within the fashion accessories industry, it can be quite easy to feel overwhelmed. Overwhelmed not only at the quantity of shows now on the schedule but also daunted by just how many exhibitors there are to see. Take Spring Fair for example. The expanse of the show could understandably be fairly intimidating. It’s big, it’s spread out and it requires decent footwear to cover the ground. But that’s just it: you don’t have to be everywhere and see everything. What you should be thinking is, “Oh, Spring Fair, haven’t you got it all. Now, where do I start, and what part is best for me?” What I have found over the past year is that visiting the various shows needs a strategic line of attack, a bit of pre-show research and the allocation of enough time for a cheeky glass of wine once your mission is successfully complete. Publications such as Attire Accessories and the show organisers’ websites are vital in locking down your tactical offence to make sure you get the most out of show season. To make the shows viable and cost- effective for your business, you need to look at your shop’s USP, research beforehand the brands that align with your style and, for the larger shows, make a structured list of who you want to see and when. Of course, allowing time to browse the aisles freestyle will undoubtedly give you an insight into new brands, trends and a perspective of the market that could be otherwise lost on your buying mission. When tackling the shows head-on, it’s wise to think of it as an opportunity to not only network but also a prime time to generate some meaty content for your social media streams. Live tweet during your walkabouts, Instagram any new collections you buy and connect with business acquaintances via Facebook. All these things will help grow your business and help to generate further sales. In essence, attending trade shows is a valuable use of your time. You will meet fellow retailers, share knowledge – the educational talks and seminars especially will give you firsthand intel about where the market is headed – and you will come away buzzing with creative ideas that will in turn boost the look and feel of your store. Plus, you may just happen to bump into me also pounding the aisles, and I’m always up for a pit stop for cake. If you have a hot topic you’d like Louise to discuss, get in touch with her at editor@attireaccessories.com