Trade shows are key events in the fashion industry. If you’re a fashion brand, you’ve probably considered attending these events to “get your brand out there.” But what does that really mean, and is the cost and effort actually worth it?
Exhibiting at trade shows is a lot of work, and they are not your golden ticket to success. But, they are a good way to learn the business and get in touch with fashion industry peeps.
In this article, I’ll share insights gained from my own experiences exhibiting at trade shows, both with my own brand (which was insanely painful at moments) and helping other fashion brands. I’ve also had the privilege of interviewing top trade show directors on my Fashion Designers Get Paid Podcast.
Table of Contents
Types of Fashion Trade Shows
There are two most common types of fashion trade shows – apparel trade shows and sourcing trade shows.
Apparel trade shows are where fashion brands showcase their new clothing collections to potential buyers who are on the hunt for new products.
Sourcing trade shows are where you’ll find raw material suppliers and manufacturers. It’s where designers (either freelancers, employees, or those with their own brands) come to “shop” and find the right materials and vendors.
There are many types of trade shows, and some bigger ones can cover both apparel, sourcing, and more.
If you’re planning to exhibit your collection, apparel trade shows are where you want to be, and this guide will cover what you need to do so.(If you’re looking to source, you should check my Guide to Sourcing at Trade Shows instead.)
When Can You Attend Fashion Trade Shows
Most trade shows sync up with the “buying season.” This is the time when retailers decide what pieces to stock for upcoming seasons. That’s why most fashion trade fair seasons take place biannually around January-February and then around July-September.
One key thing to remember is that a trade fair showcases collections months before they hit the stores. Fashion trade shows kick off in January-February for Autumn/Winter styles and July-September trade shows are for Spring/Summer looks for the following year.
Check out my guide on the Top Fashion Trade Shows including their dates. You can also visit each trade show’s website for specific details on dates and locations as they may vary each year.
Benefits of Exhibiting at a Fashion Trade Show
Exhibiting at fashion trade shows takes effort and costs a lot. Before you take the dive, consider how important these benefits are to you and your clothing brand:
- Sell your products: Obviously, your primary goal is to make sales. With trade shows having hundreds to thousands of buyers and attendees, it’s a good opportunity to showcase your brand to a broader audience.
- Access to buyers: Even without actually selling, trade shows serve as a magnet for retail buyers worldwide. This is a good opportunity to pitch your products directly to these decision-makers.
Pro Tip: Ask questions! Even if buyers don’t end up picking your products, you can gain a lot by asking them what they think about your designs and products to help your brand grow.
- Meet with fashion industry people: Fashion trade shows are where you’ll find everyone in the fashion industry from buyers, designers, suppliers, manufacturers, event organizers, and so much more.
- Get feedback about your brand and products IRL: Interacting with people and hearing what they love (or can improve) about your products is more helpful than just always being nested up in your little design corner.
- Check your competitors: Trade shows offer a chance to scope out your competitors and see what they’re doing.
- Trend scout: By observing other exhibitors, as well as the overall vibe of the event, you can keep tabs on what’s in trend and make sure your brand remains relevant.
- Trial by fire: Trade shows provide a hands-on, real-world experience in the business of selling. It’s good practice to identify areas for improvement in your processes. (Pro tip: bring line sheets!)
Should You Exhibit at a Fashion Trade Show?
Here are a few things you should already have prepared before taking the plunge:
- Complete collection and physical samples
- The ability to produce your products once orders come in
- Retail and wholesale prices
- A channel to access your brand (like a physical store, website, or even just a social media account)
But in general, I’ve learned from trade show directors I’ve interviewed that it’s good to attend (as an attendee or exhibitor) to get a firsthand experience of how they operate. Also keep in mind that trade show organizers filter their line-up, so they have a good sense of whether your brand is ready for the show’s platform and timing. If you’re unsure, reach out to the show coordinators and ask them for advice as to whether you’re a good match or not.
How Much Does it Cost?
In this podcast interview I did with Danielle Licata and Kelly Helfman, we discuss everything startup brands need to know before exhibiting at a trade show. Danielle and Kelly are brand directors of top trade shows in the USA, namely MAGIC Las Vegas and Coterie New York.
Danielle and Kelly also shared how much you can expect to shell out when exhibiting at top fashion trade shows such as MAGIC and Coterie.
Coterie, which caters to contemporary and premium brands, charges exhibitors $8300. MAGIC, which is geared towards the mass market, offers all-inclusive packages ranging from $5500 to $6500. This includes your essentials like tables and chairs for your booth set-up but with a limit of 100 samples.
(P.S. This podcast was recorded a few years ago, but after getting in touch with Kelly, we can confirm that the prices are still more or less the same! )
Most trade shows, including MAGIC, also offer booth sharing for a small additional fee, which makes it a more budget-friendly choice than having a whole booth for yourself.
Of course, the pricing will always vary depending on the trade show you’re interested in, and there will always be more / less expensive options out there.
Lastly, you should also factor in expenses for travel, branding, and shipping, which can cost a lot altogether, especially if you’re going to multiple shows (which both Danielle and Kelly recommend!).
Pro Tip: I exhibited at a couple of shows when I had my own fashion brand, and do not underestimate the shipping and booth set-up costs! You will need to consider racks, shelving, signage, and beyond. Some brands have so much stuff that they ship full crates. It adds up!
Tips for Exhibiting at a Fashion Trade Show
Here are insider tips I’ve gathered on attending trade shows:
- Choose the Right Trade Show: Select a trade show that aligns with your brand and target audience. You don’t have to limit yourself to the “top” trade shows – explore smaller, niche events that cater to your brand. For example, if you’re a yoga clothing brand, go to activewear trade shows.
- Prepare Your Pitch: Whip up an intro that tells your brand story and highlights what sets your products apart.
- Do Your Homework: Research other exhibitors beforehand by visiting the trade show’s websites. Make a list of the booths you want to check out.
- Make Appointments in Advance: Reach out to your buyers way before the trade show. This way, you can make sure they dedicate time to take a look at your products.
- Bring Collaterals: Don’t forget to bring necessary collaterals like:
- Business cards
- Brand flyers
- Line sheets
- Order forms
- Have Booth Support: Consider having another person in the booth to assist you. Whether it’s a family member or a trained employee, having additional help gives you time to peek around and take some rest. Trade shows usually span 2-3 days. If you’re attending all days, it can get exhausting!
- Exhibit Multiple Times: Success at trade shows takes time. Slowly build your brand up by attending trade shows regularly.
- Follow Up: Don’t just give out your contact information; actively reach out to potential buyers and follow up after the trade show.
Finally, remember to always ask for more. There are plenty of untapped opportunities waiting for you at trade shows. Don’t hesitate to inquire about additional complimentary opportunities.
It can be something as simple as your flyer in a swag bag, getting a shout out on the trade show’s social media account, or featuring your products on mannequin displays. There’s always more to explore beyond just signing up for a booth!
