While the Modefabriek experienced its second day of exhibition in Amsterdam on Monday, January 22nd, the Preview Men returned to Nieuwegein near Utrecht at the same time. It is the only trade fair in the Netherlands where men’s fashion is still the focus, as Modefabriek has opted for women’s fashion. The storm warnings and codes orange and yellow didn’t seem to stop anyone, as the exhibition area in Nieuwegein was full and business was good.
Preview Men was launched at the beginning of the pandemic and has continued to expand since its first edition. The “Gentlemen” section was added in summer 2023 and for the winter edition of 2024, the trade fair set up an additional floor to present the brands. This second floor looked a little quieter than the entrance area, but perhaps visitors had yet to discover that there were more brands to explore after the stairs.
The atmosphere at the trade fair, which took place in the Cast building in Nieuwegein, was good, thanks in part to free parking, free food and drinks and DJs providing musical entertainment on both floors. But don’t let the relaxed mood fool you, because the preview is purely about business. Anyone who is not a buyer is initially not allowed in so that the brands can concentrate fully on business during the important shopping season and do not miss any opportunities. Non-shoppers are welcome later in the afternoon. There were many well-known faces among the visitors, most of them from the Dutch industry.
The format of the trade fair is still praised by visitors and exhibitors, especially in comparison to Modefabriek. “It’s a shame that Modefabriek no longer offers men’s fashion, because it is still a very well-known name, but it has also simply become too expensive,” says the Dutch brand Kuyichi. This includes the costs for the stand, but also parking and, for example, food at the trade fair. “You spend 20 euros on three cups of coffee.” The trade fair landscape is changing, and Kuyichi’s sales employees are also noticing this. “As far as other trade fairs are concerned, we actually only have the Seek in Berlin and the trade fairs in Paris.” The preview remains in the Benelux countries.
Preview Men remains the only trade fair for men’s fashion
Thanks in part to the changing trade fair landscape, there are also opportunities for previews. More Belgians are already traveling to Nieuwegein to visit the trade fair, and groups of Germans can already be found in the corridors. “There is also potential from Germany,” confirms Arthur Feenstra from OFM. and JC Rags, “now that so many trade fairs there are no longer there.” Feenstra says he is glad that there is still room for men’s fashion in the Netherlands. He will be promoting JC Rags there together with Boy Nijboer. The men’s clothing brand is part of OFM’s wholesale division Atrium.
The fact that more and more Germans are flocking to trade fairs in the Netherlands was also evident at Modefabriek, where significantly more German could be heard on the exhibition floor. The number of German brands that could be found on the exhibition plan also seemed to be higher and corresponds to Modefabriek’s desire to further internationalize.
New customers have already been found at Cycleur de Luxe, which is located on the top floor of the trade fair. “About five. And we have already seen some good Belgian dealers come by.” So the southern neighbors also seem to be discovering the preview more and more. A week earlier, the brand was also at Preview Women, but things were a little quieter there. “Of course the weather didn’t help, it had just snowed and was continuing to snow.”
At Preview Men it is rare to find an empty stand and be able to speak to someone briefly as a non-buyer. Good news for the exhibitors, but a little more difficult for the author. Be that as it may, the overall impression of the trade fair is, as with previous editions, positive. The preview trade fairs this season end with the Preview Men. The division of events for Kids (January 8th), women’s fashion (January 15th) and men’s fashion (January 22nd) are promoted. “So you know exactly what type of retail company you are dealing with,” they say. Another step forward for the preview and further anchoring in the Dutch trade fair landscape.
This article originally appeared on FashionUnited.nl. Translated and edited by Simone Preuss.