INFO PACKAGE 2015-01
MODEFABRIEK fashion trade show on the edge Twice a year, fashion professionals from throughout the Netherlands and around the world make their way to Amsterdam to get inspired for the new season. ‘The Amsterdam fashion trade show’, as Modefabriek is known internationally, enjoys an excellent reputation as a creative, trendsetting and high-end event. As in the fashion discipline, innovation and creativity are in the DNA of this organisation. Developments in the industry, market and media, as well as in the stock exchange, are followed closely and translated directly into practice. And with passion. After all, as a trade show, it is always possible to link up even better with the market you serve. But Modefabriek aims to do more than simply shine. It aims to inspire and surprise each and every season, with unflagging attention to service and design, with a distinctive and up-to-date segmentation and a very broad programme. This means that Modefabriek is about so much more than fashion alone. Design, art, food, photography, media and music – you’ll find it all at Modefabriek. modefabriek identity The very first Modefabriek opened its doors in the Westergasfabriek, with 27 exhibitors in 1996. Modefabriek introduced a new tradeshow concept, never seen before in Europe, using open and uniform stand structures, specially designed for Modefabriek. With a clear ‘Dutch Design’ signature and lots of attention to decoration, furnishing and stand construction, a stylish, atmospheric show was born. Starting from this young beginning almost 20 years ago, Modefabriek has expanded into the platform for more than 600 national and international labels from the middle and high segments of the fashion market. Meanwhile, a few years ago Modefabriek found permanent housing in the Europa Complex of the Amsterdam RAI exhibition centre. The show concept is always being renewed and adapted to the new needs of the times. Modefabriek remains surprising and inspiring, while its essential identity and authenticity remains unchanged. Mission and core values of modefabriek Modefabriek’s mission is to be an innovative and distinctive business-to-business tradeshow for labels that distinguish themselves by uniqueness, quality and continuity with an individual vision of fashion in the middle and high segment of the fashion market.
Modefabriek offers a segmentation that is differentiated by lifestyle, image and distribution. By incorporating the following 4 segments and 5 platforms, Modefabriek creates more clarity for exhibitors, as well as for visitors. SEGMENTS A THE FLOOR | Fast fashion now The Floor segment features a range of on-trend fashions for a wide audience; fast-moving, accessible and commercially challenging. Retailers can come here to find their very own fashion savvy match. B
C
D
The FRAME | Contemporary establishment The Frame is the segment for (inter-)national leaders of the fashion and denim markets; big identities for top retailers.
D A
THE SQUARE | Quality lifestyle The Square segment presents a highly international mix of high-quality fashion, sports, leisure and businesswear labels. Modern classics and smart city fashion.. The Pavilion | Stylish favourites The Pavilion is the segment for fashionconscious (inter-)national labels with a strong and stylish brand identity. Up-to-date fashion for high-quality retailers. C
B
PLATFORMS Besides the segments, Modefabriek knows five specialised platforms, each with its own identity. A
BLUEPRINT | Finest denim. The place for fashion-forward aficionados of denim. Blueprint is the ultimate platform for innovative craftsmanship in denim. Rugged, basic and unmissable.
B
MINT | Cool, fair and ethical fashion. Forward fashion, made with respect for people and the environment. The Mint platform wants to inspire a fashion industry that is both happening and harmless.
A
C
D
E
E
Stage | Fashion’s upper-edge. Stage presents a hot-off-the-press selection of high-end designer labels from this country and abroad. Seductively trendy, forwardthinking concepts.
D
Salon | Sophisticated luxury. The Salon platform is home to an exclusive selection of (inter-)national high-quality womenswear labels with allure.
C
Chapter | Luxury leisure & sartorial style. Chapter is a contemporary platform for the modern-day dandy; hand-made, bespoke and high-end heritage menswear.
A
B
PROGRAMME SPECIALS The fashion trade show of the Benelux is more than a vast collection of brands under one roof; The programme specials are a showcase of new trends, international renowned and avant-garde designer talents, of culinary discoveries and innovative design. HTNK STORY STORE The HTNK ‘story store’ Shop is located in the Blueprint platform, with an appropriate selection of exclusive goodies from the network of this Amsterdam fashion matchmaker. NEXT Each season, Modefabriek offers an essential platform to a selection of 8 upand-coming international designer labels. RETAIL FUTURE HOME The Retail Future Home project is a special collaboration by Modefabriek and STUDIO by judith ter haar. The product of this unique partnership consists of an interactive installation that will allow visitors to experience and share new visions on a wide range of aspects of retail and fashion. SEMINARS Inspiring seminars about trending topics as; future perspectives and trends, e-commerce, from single channel to multichannel, etc. FOOD MARKET One of the main trends that Modefabriek has picked up, is the reinvigorated passion and attention for food. By selecting the new Food Market, Modefabriek has opted for one central culinary hotspot. PARTY Day one is traditionally concluded with ‘THE BORREL’, a drinks reception. This now-famous gathering attracts hundreds of fashion professionals which created a spectacular and memorable experience. FASHION DESK As Modefabriek’s official partner, ABN-AMRO presents a Fashion Desk.
FULL SERVICE CONCEPT / PARTICIPATION Modefabriek offers a full service concept or you can choose for your own custom stand structure. The exposition has open, uniform fixed stand structures combined with customised stand structures. FULL SERVICE CONCEPT Modefabriek offers a full service concept. All stands include walls, lighting, shelves, rails, tables and chairs. The exposition has open, uniform fixed stand structures combined with customised stand structures. A “full service” booth design concept is offered: The full service concept comprises - Indicated square meter exhibition floor - Walls & storage of booth - Table and chairs (upon request) - Shelves and rails (upon request) - Standard lighting - Electricity up to 300 watts - Stand cleaning on Saturday - Breakfast-, lunch- and coffee catering (based on m2) - One parking ticket (valid for both fair days) - Personalised sign on the booth - Detailed listing of label on website www.modefabriek.nl - LIsting of label in exhibition catalogue - Administration fee
CUSTOM STAND STRUCTURE The brand can create their own stand structure. The full service concept comprises - Indicated square meter exhibition floor - Standard lighting (based on m2) - Breakfast-, lunch- and coffee catering (based on m2) - One parking ticket (valid for both fair days) - Detailed listing of label on website www.modefabriek.nl - Listing of label in exhibition catalogue - Administration fee
COMMUNICATION The communicational expressions of Modefabriek are distributed both nationally and internationally. The media that are being used, consist of national and international trade publications but also consumer press. Moreover, 4.000 catalogues are distributed each edition. Invitations and news updates are sent to all retailers and trade/consumer press in the Netherlands as well as to all contacts abroad. trade show catalogue Circulation: 4.000 copies per edition news updates and press releases 8x newsletters send to 600 fashion labels and visitors database 5x press releases. Trade news send to trade and fashion press. floorplan This consists the total list of present labels and special events, circulation: 6.000 website The latest on exhibiting labels, special events, photos & films, modefabriek’s publications archive and press releases. 58.000 visits per month* 153.787 page views per month* 5 page views per visit 75% Dutch visits 25% foreign visits; top 3 Belgium, Germany and UK. *Statistics taken from the last 3 editions (2013-2014) on average during the peak months prior to the trade show.
Modefabriek invitations 26.500 circulation per edition 700 exclusive press invitations addressed to (trade) press and fashion editors campaigns media partners National ELLE, Red, Cosmopolitan, FashionUnited, Grazia, Link, L’Officiel, Marie Claire, Metro Mode, Prestage, Textilia, TINT magazine. International Collezioni, FashionUnited int., J’N’C, Label., Sportswear International, Style in Progress, TextilWirtschaft.
FACTSHEET 650 exhibiting labels/brands 40.000 square meters fairground visitor profile 71% of the attendees is retailer. The average level of education is MBO/ HBO (University of Professional Education). More than half of the visitors have got their own business. The greater part has decision making authority (85%). 70% has its own shop, is responsible for buying or executive of the company. 92% is interested in middle-high segment. DEMOGRAPHIC PROFILE Origin national visitors: Noord-Holland 24% Zuid-Hholland 16% Noord-Brabant 15% Gelderland 11% Utrecht 8% Overrijssel 7% Limburg 7% Friesland 4% Flevoland 3% Zeeland 2% Drente 2% Groningen 1%
3%
2% 2% 2%
4% 30%
4% 6%
8%
15%
11%
DUTCH VISIToRS DIVIDED PER REGION Noord-Holland Zuid-Holland Noord-Brabant Gelderland Utrecht Limburg Overijssel Friesland Flevoland Zeeland Drente Groningen
14%
origin international visitors Belgium 50% Germany 31% UK 9% Spain 3% France 3%
exhibitors profile More than 500 stands, 650 labels, 4 segments and 5 platforms, 70% of Modefabriek exhibitors present labels that are positioned in the middle/high segment. keywords high quality fashion labels, uniform, open and unique stand concepts, strong attention towards decoration and design, bubbly, dynamic atmosphere, business meeting point, good networking environment, infotainment, inspiration, information, exhibitions, young talent, international & Dutch design, FUNCTION DEMOGRAPHIC PROFILE 9% 13%
6% 5% 2% 2%
14%
50%
PROFILE VISITORS Owner Management Buying Shop employee Sales Stylist Trendwatcher Marketing / communication
QUOTES EXHIBITORS In The Pavillion staat ANNIK van Hovemet Twin Set, “Ik ben erg tevreden over de kwaliteit van de bezoekers, veel winkels van een goed niveau waar wij iets mee kunnen. Het wordt steeds belangrijker dat de marges goed zijn. Daarnaast merk je dat de buyers op zoek zijn naar mooie spullen, je kunt de mooiere merken in je winkel niet missen. In het segment The Floor staat Ronald Heere met 4 labels waaronder Fransa en Rino & Pelle: “We hebben een drukke beurs gehad, met veel nieuwe klanten. De sfeer was erg goed en je merkt na de crises weer de weg naar boven. De bezoekers zijn ook weer echt geïnteresseerd in de collecties. Ook Peter Schuitema van Kuyichi in Blueprint zegt: “De afgelopen wintereditie van Modefabriek was een echte ommekeer. Ik dacht; dat is moeilijk te overtreffen, zeker met een zomereditie, maar wat mij betreft is dat weer gelukt!”
ENGELSE
Christiaan Bekker staat met zijn nieuwe zonnebrillenmerk Luiz David op Blueprint staat. “Ik ben nog maar net begonnen. Bekker werkte hiervoor bij Ahold aan supermarktconcepten voor een nieuwe generatie consumenten en mooie zonnebrillen waren zijn persoonlijke passie. Trots vertelt over zijn modieuze handgemaakte brillen. De visitekaartjes van prospects spreken boekdelen, de beste shops uit de beste winkelstraten zoals oa de P.C. Hooftstraat.
QUOTES
TOEVGOEGEN
Bas Roessen staat met Blue de Gênes op het Chapter platform en even verderop met Gabba in The Square. “We staan op een geweldige plek, ik was nog nooit zo blij. De stands zijn lager en daardoor meer open, dat voelt goed. De kleinere stands komen zo ook goed tot hun recht. Ik zie hier staan als een soort reclame-uiting, de herhaling geeft een gevoel van stabiliteit, het maakt je merk sterker.
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Bij Blosh in The Frame constateert Marijn van Zanten dat hij een heel goede beurs heeft gehad. “Als je kijkt naar de hoeveelheid mensen die er zijn en je kijkt naar het resultaat van wat je opgeschreven hebt dan is het heel goed, echt kwaliteit.” Hij staat er met een zestal van zijn merken en een last minute nieuw broekenmerk. “Commerciële brands doen het goed op de beurs, maar je moet ook iets nieuws laten zien, echt fashion. Hanneke de Boer van Are You Swedish? staat pal naast MINT in Stage met meerdere merken zoals Dagmar, Carin Wester en Nokian boots en Void horloges. Ze vindt dat Modefabriek een enorme ontwikkeling heeft doorgemaakt. Ik geef mijn klanten een compliment dat ze hier zijn en zeg: gun het jezelf, tank even lekker inspiratie, dan kun je daarna weer knallen!” In The Pavilion staat Penn&Ink N.Y. Felice en Mark de Lorme: “Het was top! We staan hier ook om uit te stralen wie en wat we willen zijn, en dan is het fijn wanneer dat beloond wordt, dat er zo veel mensen komen. “Een keer hebben we Modefabriek overgeslagen, dat was het domste wat we hadden kunnen doen.” Op het platfom Stage staan zowel de ontwerpsters van Studio Ruig als hun agente Fleur Verdijk van Gare du Robe. “Het gaat heel goed! We richten ons steeds meer op het buitenland, met name Duitsland, maar ook andere Europese landen. We hebben veel bestaande klanten gezien, wat heel goed is. De klant vindt het leuk om de ontwerpers te spreken en wij vinden het leuk om het enthousiasme van de klant mee te krijgen.
MODEFABRIEK JULY 2014
