Today in London: Designer trade show Scoop London
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Fairs
The Saatchi Gallery has proven to be a sophisticated backdrop to what is arguably London's most premier trade show, Scoop London. Whereas the London Fashion week Designer Showrooms are housed in the Brewer Street carpark, a quirky and industrial choice of venue perhaps suited better for LFW's emerging brands, Scoop London has opted for a more professional and artistic setting off the King's Road in Chelsea.
With nearly 150 brands showing at last count, including Cacharel, Missoni accessories and Kristensen du Nord, Scoop is the exhibition with the most buying prowess during LFW to lend itself to the potential of serious business.
Expectation and anticipation run high
Expectation, anticipation and possibility are always high on the opening day of a show, and many brands will be hoping, if not expecting, the exposure and investment will translate into hard currency.
Brands who choose the route of showing at trade shows instead of working with sales agents may spare themselves the cost of commission, but exhibiting comes with a hefty price tag. Think 5000 pounds for a booth with a few rails, not to mention the cost of signage, invitations, travel, staffing, accommodation, etc, the numbers invariably add up. It is of course the possibility of being seen by thousands of retail buyers from both the UK and abroad, that makes it all worthwhile.
While not every brand will cover their costs and walk away with full order books, there is much value to be gotten from a show of this calibre. Buyers will often offer constructive advice as to what kind of product works for their stores, valuable feedback that can be very useful for brands merchandising their collections the following season.
Networking is key at trade shows
But buyers are not the only professionals to attend a trade show. Many business consultants, product developers, media and national representatives come to the show looking for new products or lines to promote, and networking with like-minded industry individuals could bring interesting prospects and future collaborations.
Scoop founder Karen Radley has found a way to exhibit brands without making it feel like a mass market show. The choice of venue has a great impact on a show's atmosphere, especially when it comes to showing premium products and brands. Here the simple yet luxurious grounds of the Saatchi building should complement the buying experience, not hinder it.
While it will take a few more weeks to find out if exhibitors have had a successful buying season and show, London has found itself at least one trade fair comparable to that of Paris and Milan that should draw in plenty of buyer and industry interest.