How trade fairs develop into experience hubs

The wholesale market is under pressure and trade fairs are feeling the effects. Traditional models struggle to deliver consistent results. Brands are rethinking their approach to the season to maintain visibility.

As a result, B2B events are evolving across the industry. In addition to mergers, downsizing or complete market exits – developments that have upended the purchasing calendar – some trade shows are taking a different approach. Instead of focusing on purely transactional formats, they are repositioning themselves as immersive experience hubs. These are intended to appeal to exhibitors, buyers and even consumers in a more meaningful way.

A clear example of this change is the Danish Copenhagen International Fashion Fair (CIFF). Its most recent edition, CIFF 66, ended on January 29th. It demonstrated a multi-layered approach to a modern trade fair that combines trade, culture and community.

From transactional business to experience

CIFF 66 brought a feeling of novelty and creativity to the trade fair landscape. The organizers made it clear that the event was no longer just about presenting collections. Rather, the focus is on experiences, storytelling and the creation of meaningful connections between brands, retailers and visitors. “Our goal is to create an environment in which visitors go home inspired,” fair director Sofie Dolva told FashionUnited.

This ambition is closely linked to CIFF’s role in a small but very international market. Despite Denmark’s size, CIFF plays a strategic role for Nordic brands seeking a global presence. Their relevance depends on the ability to adapt to the changing needs of the industry. “We know that we have to make people feel welcome here, especially international buyers, because we are a small country. The atmosphere, the hospitality and the way we present Danish talent make the difference,” said Thomas Klausen, Chief Executive Officer (CEO) of Dansk Mode & Textil (DM&T), emphasizing the organization’s overarching role.

Against the backdrop of an uncertain industry situation, the development of the CIFF is not only creative but also strategic. Beyond pure purchasing, the trade fair increasingly shows how trade fairs can serve as inspiration for retailers and brands. Dolva emphasized that one of the fair’s mission is to show how brands can communicate identity, tradition and community in innovative ways. The participating exhibitors and dealers serve as role models for others.

“Most people can design a beautiful collection, but it’s the experience, the tradition, the community and the marketing that retailers respond to. By showing that, retailers see what’s possible,” she noted.

The streetwear brand Woodbird, a long-time partner of CIFF, provided a clear example of this. Instead of relying on clothing racks, the brand created an environment reminiscent of a Chinese restaurant. Food was served at a large communal table. The layout conveyed the ethos and cultural roots of the brand and bridged its collection.

Woodbird’s stand was located alongside an immersive caravan installation from Misma and a bag personalization option at Guess Jeans. “Visitors should leave inspired and experience ideas and creativity that are difficult to put into words. We have created environments where Nordic designers are presented in beautiful, retail-ready concepts, not just rows of garments,” notes Dolva.

Expand the role of the trade fair

This philosophy reflects the balancing act that emerging brands must manage between commercial viability, storytelling and community engagement. The CIFF sought to create this balance, recognizing the need for support from brands and retailers beyond the trade fair floor. So the question is: How does this changing role of the trade fair as a 360-degree experience translate into a physical format?

For CIFF, this means, in part, broadening the perspectives of what constitutes B2B. A new collaboration with the Italian concept store 10 Corso Como pursued a double strategy. Brands gained visibility in an inspiring retail environment. At the same time, the trade fair tested direct sales to consumers by selling the retailer’s goods. Elsewhere, a collaboration with PLM system Delogue led to the launch of TechCreate, a dedicated area that connects brands and retailers with technology providers.

Both inside and outside the fair, CIFF hosted branded dinners, cultural programs and promotions throughout the week. These ranged from product personalization to tattoo studios. Additional sponsorship partnerships with platforms such as multi-brand website Boozt connect the physical trade show to the realities of modern retail and brand building. This is a tangible attempt to support the industry in other areas.

Creating space for emerging voices

Any discussion about the future of B2B events must also include emerging and young creatives. Their perspectives, business models and communities are increasingly shaping the image of the next generation of fashion and thus also the future of the trade fair. With this in mind, CIFF expanded its partnership with up-and-coming label Fine Chaos. The Danish brand, which gained momentum through Copenhagen Fashion Week (CPHFW), returned with ‘The Market’. This is a jointly created cultural space that aims to blur the boundaries between trade and culture.

‘The Market’ was developed in collaboration with local art gallery Portfolio X. It brought together around ten emerging designers and creatives, from jewelry makers to visual artists, in a market-like environment. The space was deliberately designed to be rougher than the rest of the fair and featured grunge aesthetics, art installations and interactive experiences. “We create more than just a product. We want to create experiences, that’s what the next generation of trade fairs should be about,” Ludvig Isaksen, co-founder and commercial director of Fine Chaos, told FashionUnited.

Rooted in the Copenhagen underground scene, Fine Chaos has long focused on building communities through events and experiences. ‘The Market’ translated this ethos into a B2B context, offering shoppers and visitors a different way of interacting. Walking through the techno club-like area, Dolva described working with Fine Chaos as a learning experience. “It’s very new for me because her area is so different than what we usually do,” she explained. “But they have a huge community, including in Asia, and they are with us all year round. It’s nice to invest in them and let them help us create this space.”

The balance between creativity and business

For these young brands, especially those with conceptual or artistic approaches, balancing creativity and commercial realities remains a key challenge. Isaksen admits that adapting to business needs has been part of Fine Chaos’ journey. But he also says the brand has maintained its values ​​through small-batch production and a focus on product longevity.

This approach seems to be gaining traction. Although Fine Chaos deviates from the pared-back minimalism often associated with Scandinavian design, the brand has built a strong local following. She has also established wholesale relationships throughout Asia, particularly in South Korea, China and Japan. “I hope we can inspire some new brands to follow the same path, hopefully with fewer mistakes,” Isaksen said. “That’s the story we want to tell new brands here. You have to find new ways to be different, that’s our ideology. If we can be different in a way that attracts new people, then we’re doing something good.”

Redefining the value of B2B fashion events

CIFF 66 illustrates that the future of B2B fashion events lies in redefining value for brands and retailers. In a market characterized by uncertainty, trade fairs can no longer just function as order platforms. Instead, they must provide environments that inspire, educate and reflect how brands can thrive beyond the show.

For Sofie Dolva, this means embracing commerce without losing creativity. It’s about creating spaces that retailers can transfer directly into their own stores. “You have to be commercial to survive in the market,” she said. “But it is also important that as a visitor you go home inspired, with new ideas and a feeling that is difficult to put into words.”

By combining retail-ready concepts, experiential brand storytelling, technological support and space for emerging talent, CIFF aims to position itself as more than just a seasonal gathering place. As Dolva notes, just showing products is no longer enough. What’s really important is creating environments where brands, retailers and communities can imagine what’s next.