The FW25 shopping season has some new events in store. Cast, the organizer of the preview trade fairs in Nieuwegein, the Netherlands, is expanding its offering to include the Preview Footwear & Accessories. However, there is still room for growth, according to a conversation with cast general manager Marijn Verschure.
Looking back, last summer was a great success, purely in terms of the preview events. “The atmosphere at the trade fair is great and sociable, but ultimately we hope that the bottom line is that it stays that way for the entrepreneurs,” explains Verschure, referring to the summer for the entire fashion industry. “Of course we don’t close our eyes to the challenges in retail. Entrepreneurs have to invest more in order to maintain their previous results – and even that offers no guarantee of success.”
Especially in a turbulent market phase, Preview sticks to the concept of a “relatively affordable event with a clear product focus”. “We often get feedback that concentrating on the product is a blessing. We emphasize to everyone involved that it is about the visitors and the exhibitors. They should be relieved and be able to concentrate fully on purchasing and sales.”
The trade fair season for FW25 brings with it some changes. The Shift men’s fashion trade fair suddenly appears in the calendar. “If sound market research shows that there is a need for additional order events, I welcome their organization,” says Verschure. “It’s important to have a platform even for brands that don’t have a direct connection to Preview.”
Professionalization at Preview: Efficiency for the benefit of the brands
Since their inception, the preview trade fairs have secured a permanent place in the calendars of many buyers. As events grew, so did the need for professionalization behind the scenes. “We have optimized the processes for organizing the trade fair"explains Verschure. From January 1st, a new software system will also be introduced to make all processes more efficient. “We are an unusual company in that we combine very different activities under one roof,” he explains.
Cast not only acts as an exhibitor community for over 100 showrooms, but also as an event organizer, provider of conference rooms, platform for collection presentations and operator of a digital business-to-business portal – a complete trading platform for the industry. “With the new system, we can respond more quickly to the needs of all stakeholders – from personnel matters to trade fair setup.” The managing director explains that the time gained can be used to better support the brands we work with.
The preview continues to grow. In the coming season, an additional 300 square meters of exhibition space will be created, creating space for around 50 more brands. “We will both be in the building [des Veranstalters Cast, Anm. d. Red.] Place new stands outside the exhibition areas as well as on the exhibition area itself.” The exhibition areas of the building are located in a certain part of the complex in Nieuwegein. “We will create a complete route and also adjust the layout of the trade fairs somewhat,” says Verschure.
An area for more sustainable brands will be set up right at the entrance. “It is important that they have their own platform. Many buyers often don’t even know that they are ordering more sustainable brands. It is important to create more awareness here. Sustainability is no longer an eco-image, but concerns companies that are commercial but do so for a different motivation.”
Verschure: ‘Dare to stand out with your purchases’
The topic of sustainability could be expanded even further in the preview portfolio. There are ideas for a special event on this topic, which should be more of an information event than a shopping fair. “Informative in the area of ordering and designing collections.” However, the idea is still in its early stages, as becomes clear in the conversation. “The question will be whether we concentrate purely on the product or on general company processes. The saying ‘Schuster, stick to your last’ also applies here, which is why we primarily want to facilitate events in the area of purchasing and sales.” Discussions are already underway with the sustainability event Circular Textile Days to check whether forces can be pooled . “We have signaled that we don’t want to get in the way of the Circular Textile Days, but that I think something is missing within the trade fairs. Then I would rather cooperate with them than have to reinvent the wheel.” So whether there will be a Preview sustainability event remains to be seen, but given the success of the other trade fairs, it seems quite interesting.
How does Verschure look forward to the coming season? What expectations does he have of the industry? “The start of the winter season was bad, which meant we fell behind. This will have an impact on orders for winter 2025.” He also has some advice: Buyers should pay particular attention to where they can bring in innovations alongside the established brands. Shopping differently from your competitors is becoming increasingly important.” According to Verschure, consumers are increasingly looking for individuality. “It’s important to be more diverse, to not just focus on what the brands in the collections have in common (and what others are buying), but to dare to stand out when you buy. I think consumers will demand more of this in the future.”
Discover the CAST PREVIEW events calendar