INFO PACKAGE 2015-01

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-Holland24%Zuid-Hholland16%
Noord-Brabant15%Gelderland11%
Utrecht8%Overrijssel7%
Limburg7%Friesland4%
Flevoland3%Zeeland2%
Drente2%Groningen1%
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
Belgium50%Germany31%
UK9%Spain3%
France3%
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.
!!!
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

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