Fashion fairs and influencers : a winning synergy
Bringing together professionals from all over the world, fashion fairs are an integral part of the history of the industry. They are an essential step for many young creators who are trying to find a place for themselves in the industry. However, in the face of digitalization, consumption patterns are no longer the same. Social networks have become a real lever for any entrepreneur who wants to make himself known. Not least thanks to fashion influencers, who have become brand new favourites.
So are social networks making fashion fairs obsolete?
Fashion fairs : essential meeting places
Fashion fairs are reputable professional exhibitions. They allow creators to present their universe to buyers, influencers and the press. The best trade fairs take place in major capitals such as New York, Paris or Berlin. However, all major cities organize one of these events at least once a year. Among the best shows in the world, France stands out with world-renowned shows such as Première Vision, Who’s Next, or Tranoï.
For brands, exhibiting their creations in one of these fairs is a powerful way to gain exposure in the sector in one place. The Stella Pardo brand is the perfect example to illustrate this phenomenon. The brand’s creator, Cinthya Guerrero, has been a fan of fashion fairs like Tranoï or Who’s Next since her very beginnings. She has therefore been able to make a name for herself in the luxury sector thanks to the many contacts she has established.
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However, despite the success of this tradition, salons have had to adapt to changing consumption patterns. Digitization is becoming more and more important in our society. Particularly following the Covid-19 pandemic, which was a major catalyst in this development. The ultimate challenge for fashion companies will be to achieve digital transformation in all aspects of their communication !
Digitization of fashion fairs
According to the EY Future Consumer Index study conducted by Ernst & Young in May 2020, 51% of consumers surveyed say that the health crisis will have an impact on the way they buy. Many of them are now heading to digital platforms to do their shopping. In this context, trade shows have had to digitize most of their events.
The Tranoï show, for example, has developed the Tranoï Link online platform. It offers the opportunity for brands to promote their collections and share their news with the public. The Who’s Next show has also chosen to partner with Comexposium, the world leader in professional and consumer events. This company has developed the CXPM digital platform, it allows brands to exhibit and sell their creations online.
Who says digitization, says social networks! This powerful tool has become essential for creators since no one leaves their smartphone anymore. In addition to online platforms, fashion fairs must therefore be connected to Instagram, Facebook or even TikTok. It is for brands to take advantage of these opportunities for visibility in order to rebuild the link with their customers. The number of subscribers, “likes”, comments or shares are, nowadays, determining factors for the visibility of a brand.
Fashion fairs and influencers: a duo that has become indispensable
Social networks are very effective in inducing a feeling of trust in potential buyers and customers. But brands can go even further! Indeed, Generations Y and Z are now getting information on social media before buying a product. On Instagram, for example, influencers often have the most power over a brand’s reputation.
An influencer is a person active on social networks who has the power to influence the buying behavior of their community. This committed community is built over the years and takes a lot of time to animate. These influencers therefore have a real proximity with their subscribers, which is often difficult to obtain for a brand. When one of them talks about their own experience after testing a product, their community identifies and makes a purchase more easily.
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Many influencers specializing in fashion exist and are also present in the various fashion fairs. Their content makes it possible to increase their attractiveness and that of the exhibiting designers considerably. Relying on the notoriety of experts and recognized personalities in the field is a powerful method. By working with influencers, the brand is in fact agreeing to hand over to others the task of building a different message. It is for this reason that the choice of influencer is crucial. This must correspond to the target of the brand and reflect its DNA.
However, it is undeniable that the physical presentation of a brand’s creations is always more intense than an online visit. It creates a more memorable sensory experience and allows the development of personal relationships. The famous fashion fairs are therefore not ready to disappear!
Ultimately, young designers will no longer sell in the same way. A synergy between physical and digital exposure is obviously the key to effective communication !
Yasmine Besbes
