The Düsseldorf trade fair organizer Igedo wants to bring the segments fashion and shoes together with the new TWO Days concept. Managing Director Ulrike Kähler explains the motives in an interview and draws a summary of the trade fairs Fashion Rooms and Neonyt last weekend.
Ms. Kähler, the fashion rooms are not over yet and they already announce a new trade fair concept. Why?
We continue to develop every season. This concept, which we have now released, has arisen from many conversations in 2023 and 2024. The industry actually wants a merging with a new name, but it is certainly not yet possible in the next seasons.
What does the concept of Two Days look like?
We want to give a big overview. Due to the name change, the industry may feel better addressed and sees that they can all stand together without emphasizing a certain focus. That means: fashion, shoes, accessories and bags, together and equivalent.
What makes merging difficult if everyone wants everyone?
These industries are so heterogeneous that you can not yet get everything on an appointment. This is due to so many factors. Everyone has their sensitivities – production, supply chains, materials, collections, design – the industry simply does not create this on an appointment. The shoe industry has its appointment cluster, the fashion has its own appointment cluster.
I have been working on this goal of merging for years. The industry still needs a bit of approach.
That’s why you meet the industry with two appointments?
The early date is from July 20 to 21, 2025. That is the date of the Düsseldorf Fashion Days. This date is always defined by us in the Fashion Net for the Düsseldorf location and we as Igedo Exhibitions are a key communicator. With the later date from August 24th to 25th, we still give those who have not finished their collection earlier. The focus is on the acquisition on the summer date, i.e. the earlier appointment. But I offer everyone: inside who want to go with us, also another, second, somewhat later appointment.
Are most brands expected at the early appointment?
We’ll see that. The August date, the later appointment, may be more shoe-heavy, but that will crystallize over the coming weeks.
Why are there only two instead of three days of the fair as before?
That too has emerged. On the third, last day – I am currently experiencing that again – everyone is in terms of optimism. The brands also feel that the frequency of trade on the third day of the term is not as big as on the first two days. So in many conversations we mentioned to work through on two compressed days from 9.30 a.m. to 6 p.m. In any case, this makes more sense than to sit down the third day, no longer write order and to leave the area at an early stage. The third day can also be saved commercially, for example by an overnight stay less for the exhibitors: inside et cetera.
Does that mean less stand rent for you?
With a reduction to two days, I don’t save anything about it. But I can argue compared to the exhibitors that they have less overnight stays and that their staff can use differently. I don’t reduce the rental rent in two days, but I don’t need to increase it either. Let’s see it the other way around. Many organizers: Inside, increase their rents, which we have not done in this form for years.
How are the segments fashion and shoes set up on the Two Days? Are there different areas or will it be mixed?
By saying that this trade fair is in principle a concept store is already included in the word that we want to offer trade everything that goes with it: fashion, textiles, shoes, accessories, bags. Whether I have to mix this now or in halls – I have to see how the registrations are and where the interest is with the exhibitors: inside. I can’t say much about that today.
Will the neonyt then also part of the Two Days?
Yes, it is also integrated. At Shoes Düsseldorf, for example, we have already integrated part of neonyt in the form that we mix in neonyt-curated brands. The area of sustainability will be a part of Two Days. We have the license for this event and the providers: we will take with us accordingly.
Why did the neonyt return to the Böhler area?
The neonyt was very young and future -oriented last time in the Bilker Bunker, a very sustainable location. Most start-ups, small brands, newcomers- because the big sustainable brands, are now increasingly sorting themselves up in the luxury or commercial area. They don’t want to be shown in this sustainability bubble. It’s crazy, but it is so.
We noticed that the neonyt with an approach of business-to-consumers alone does not get the deserved attention in stores, and that’s why we took it back to the fair. These labels are perceived, but they still have a tough path in front of them. Because we all know that the word sustainability and everything behind it is not in place in the ranking. We as the organizer of the Neonyt Düsseldorf also want to help shape the sustainable future, as it says in our possibilities.
How do you notice that at the fair?
Many run past such brands even though they are very innovative. We also did a lot for them in the three days, but trade deals with the topic far too little and cannot really deal with these brands. The content has not yet arrived in retail. So we accompany you and the topic with a high priority, but it’s still a longer way.
How have the past few days on the Böhler area?
We have the feeling that things are going up a bit. We had a good frequency, but you want more and more as an organizer – once on the side of the visitors, once on the part of the exhibitors. I am always very ambitious and hope that from season to season that the trade manages to motivate yourself more, to trust more, to buy new collections again. But as we all know, we can no longer determine such events in numbers, more in quality and presence.
I have heard that many buyers commute: inside between the Kaiserswerther, the halls and the media harbor. How does that affect the fashion rooms?
We have a shuttle service in Düsseldorf, but some stay on Kaiserswerther Straße. Others appear the path across the bridge like a long -distance trip. Again, others do not go to the harbor.
There was an overlap between the Düsseldorf order days and the trade fairs in Amsterdam last weekend. Did you feel that?
Of course you can feel that. Unfortunately, the competition in Europe is hard and the agreements are correspondingly bad. I am someone who keeps going open to everyone and says that we should all coordinate. This is a matter of course for me. If you take a look at the history of the Düsseldorf fashion location, it has always been the same weekend for more than 40 years, and for more than ten years at Düsseldorf Fashion Days. I don’t understand why an organizer who is justified is a weekend when 600 showrooms and two trade fairs open their doors in Düsseldorf.
Did you try to communicate with the other trade fairs in advance?
We communicate our appointments one year in advance and the fashion location Düsseldorf always has the well -known weekend in January and according to the end of July. That is set.
The German fashion industry in Düsseldorf also came together last weekend. How do you feel the mood in the industry?
It is very heterogeneous. Exhibitors who work hard and who have a good product also have their customers. Those who stand up and wait for someone to get by simply have no luck with it and certainly not at all nowadays. There are some agencies that still work excellently that are full of the showroom and others who may not be sought anymore, and the dealers are more reserved inside. Everyone is trying to do the best, but in the end people out there decide how much money is spent and whether they still buy in the shops.
Was there a certain reluctance to feel again?
If the shops are still full when new collections have to be bought, there is of course a reluctance to experience the order. In addition, there are many small regional events that already tear these large locations very much. So much travel activity and always go somewhere, that’s just over. Düsseldorf has now worked well in winter, but we can no longer compare it with earlier times. If we say we worked well today, it refers to customers; the trade that is interested and looking for new trends and looks. It is also important to address the new founders: on the inside with correspondingly new concepts.
Are the order days in Düsseldorf the place for brands that want to be seen on the German market?
Yes, I am absolutely convinced of that. I represent Düsseldorf in three ways: I am very committed in politics, I am on the board of Fashion Net and Managing Director of the IGedo Exhibitions here at the fashion location. Düsseldorf has the chance more than ever to continue to assert himself as a fashion location number one.