The women’s fashion fair presented Modefabriek in the past day with a new appearance at its new location on the exhibition center Expo Greater Amsterdam in the Dutch Vijfhuizen. The open design of the fair caused curiosity and a positive mood on the first day. But could this energy be maintained for the entire fair?
On Monday afternoon, various cheerful women flock into the glass building, while a lot going on in the exhibition halls. The audience has spread across the entire area. Some rush past with a trade fair plan in their hand, others make notes at a gold -wrapped table. It can be clearly seen that the fashion feeder is in full swing.
The space is reminiscent of a greenhouse; The building has glass walls and the roof is completely covered with solar modules. The sun ensures good lighting of the room. As fashionunited already reported, the organization of the fashion factory has decided on a new hall plan: a ‘Department Store’ layout. No more straight corridors, but a winding path that leads the visiting playfully past the stands. The aim is to discover the audience of spontaneous new brands.
On the first day of the FashionFabriek, it was clear that the stands on the edges of the exhibition halls were heavily frequented. Everyone takes the outer edges with them, as was always the case in the RAI, it said. It is no different on the last day of the fair. The booth of Josh V is well attended in the afternoon, and the Burgundy -colored stand of Beaumont with the iconic platform shoes also attracts many looks.
Exhibitions split over new format
In the middle of the ‘department store’ there is disagreement about the new layout. This is how the playful concept is praised by a representative of The Shirt Project. “You can tell that the visitors are easy to enter inside. Her curious attitude, which may be promoted by this new concept, is very pleasant for us. ”Monday was particularly strong for the representative, where he gained new announcements: inside. The Shirt Project presents a collection in light blue, beige and rotor hunts. Similar things can be heard at the stands of the Lithuanian brand in Avati and the French label Auraeme. Both brands are represented for the first time at the fashion feeder.
The bright, open space is praised at the Pools brand. The brand is strong in northern France and expands in Germany. For this she is looking for agents who want to represent Pools. “This new fashion feeder ensures optimism. Visitors: We think is good inside, we have won new customers. We are satisfied. ”The representatives: However, interior that the new layout also causes some confusion. “It is easier to lose orientation. The exhibition hall looks fresh, but also less structured. “
The ‘Department Store’ layout is interrupted by a multi-colored carpet with seven stops. So the blue carpet welcomes the audience with a table full of fresh fruit. The visitors: Inside, however, a stopover can also be made at the ‘Beauty’ table or with the ‘Curated Resellers’. Fashion shows take place in the yellow area, for example from MSch Copenhagen, which present the HW25 collection in combination with a dice game.
The Yerse brand is located near the table where Olcay Gulsen Beauty and Maniac Nails give the visitors Touch-up offer. At the stand it can be heard that the brand loses visitors due to the two division of the gears. “Visitors make a decision by going left or right and losing between the stands on the other side of the table. We see these visitors: not inside again, and it feels like a missed chance. ”Yerse is looking for new retailers: inside in the Dutch market.
Visiting praise new exhibition location and design for accessibility
As for retailers: the new location and the new concept are a success. Alijd Wever, owner of the Blanche Conceptist from the Dutch Deventer, reports that she has discovered many new, smaller brands. “For example, we discovered a new jewelry brand and bought it right away.” At the Buyern of the Bac fashion business from the Dutch Zevenhuizen, the location is particularly well received. “We can park nearby, and the fair feels more accessible and brighter.” They are looking for new brands that complement the current range and for a good jeans brand.
Bossenbroek Women’s sales employees visit the fair to be inspired. At the end of the day, they go home with “enough photos” of collections that you pass on to your buyer. The employees of the fashion business from Voorthuizen describe the fair as open, accessible and cozy.
New concept with old elements
The new concept also contains some elements from previous editions. The Fashion Gallery has received a prominent place in the middle of the exhibition hall, the trend forum was laid to the entrance and Spotlight is at the back of the hall. The responsible route can also be celebrated again.
Spotlight offers young brands a (first) platform in the exhibition halls. Helmpie shows, for example, a number of motorcycle helmets with a wild pantherprint, via Gioia presents her swimwear and Saint Muze brought his up -cycled vintage articles.
There are also different opinions about the location in this part of the fair. For Izzie Label it is the first time at the fair. The owner of the upcycling brand, Inez Aline de Jong, produces clothing from Deadstock, whereby the shapes of the article always remain the same, but get a different look from the substances used. She founded her label 2020 and is at the fair to generate brand awareness and find her first point of sale. De Jong is enthusiastic about her place at the fair and describes her first participation as “successful”. At the stand of Alegra Collective, an agency that represents the three slow fashion brands Balkanica, Cannella Brand Shoes and Unne, Monday is praised as a busy day.
Floria Collective, which can now be found in the Spotlight with several editions, considers the move to the exhibition center to be a good decision. Co -owner of the brand, Fleur Geresk, indicates the solar modules on the roof. “From a sustainable point of view, this is of course great.” To distribute the exhibition hall, she says that the Spotlight area feels a bit hidden. “We are at the very back, which makes us feel a little cut off from the rest.” It would be a good alternative to exchange the curated vintage area. The visitors: inside could try clothes in peace while we could do business in the middle of the exhibition hall. ”
The sustainable brand is also part of the responsible route, but the co -owner indicates that there is little interaction with the audience here. This can also be heard at the stand of Sissel Edelbo, a brand that brought unique silk clothing from old Saris. The responsible route is announced by a sign at the entrance, and the trade fair plan is pointed out to the sustainable route using a QR code. As with previous expenses, participating stands are provided with a green sticker.
The January edition of the fashion factory at the new trade fair location can be seen as the highlight of the Dutch trade fair landscape. The greenhouse -like building gives the exhibition halls a bright, open atmosphere. This gives visitors a feeling of accessibility. Among the exhibitors: Inside, there is disagreement here and there about the new concept. So the stands on the edge of the hall were well attended on both days, but the ‘Department Store’ layout sometimes felt a bit confusing for smaller brands in the middle of the area. The older elements such as the Trendforum, Spotlight and The Fashion Gallery received a new place at the fair, whereby one came into its own better than the other. At the end of the second day, the audience goes home full of inspiration and with a satisfied feeling.
This article previously appeared on Fashionunited.nl and was used with digital tools translated.
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