Gifts Today magazine

Re-born Tendence proves successful

More exhibitors delivering a larger range of product make the 20,000-plus Tendence visitors fit for the coming seasons

The retail trade works – at least, it does when going shopping is an event for consumers. Sounds easy. And it is easy for the 20,000 plus Tendence visitors who, for the first time, took up the invitation to attend the trade fair at the end of June.

During the four-day fair, retailers and bulk buyers from all over Europe placed orders and made and cultivated contacts in Frankfurt am Main.

The focus of the fair was on inspiration for assortment compilation, product presentations, customer advertising and events at the point of sale.

Special events, such as Tendence. Impulse, Concept Store and Outdoor Living, presented sales activities in a tangible and future-oriented way.

And the spectrum covered was supplemented by the new International Sourcing segment in Hall 10.1. Altogether, 1,125 exhibitors from 54 countries presented their new products and the latest consumption trends.

“Together with the trade and industry, we have taken a major step towards making Tendence an extremely practical and future-oriented sales tool for the retail trade”, says Detlef Braun, Member of the Executive Board of Messe Frankfurt.

“The concept has been given a very good reception. Naturally, it will take time until all buyers fully accept the new dates and concept. And this is something we shall work on.”

Tendence fought back against the challenging economic situation in the retail trade with significant investments and programmatic renewal.

The trade benefited from the bigger range of products to be seen at Tendence, which covered a total of 92,000 sqm of exhibition space (gross).

The main reasons for growth was, on the one hand, the significant increase in the number of exhibitors in the traditional product groups, such as seasonal decorations and tableware, and, on the other hand, the addition of new product segments, such as home textiles and pot plants, as well as outdoor furniture and accessories.

Additionally, the spectrum encompassed not only products for the 2017 autumn / winter season but also, for the first time, specially marked products and collections for the spring and summer of the following year. This was much appreciated by buyers from the wholesale trade and their share in the total number of visitors increased considerably. All additions to the product spectrum were made possible by bringing the dates of the fair forward to the end of June, which offers clear strategic benefits not only for big buyers but also for the European trade.

Altogether, international buyers accounted for 17 per cent of all visitors whereby the ten biggest visitor nations at Tendence 2017 were Germany, Switzerland, France, the Netherlands, Austria, Italy, Belgium, China, Japan and Poland.

Extraordinarily high rates of visitor growth were noted from East Europe, namely Russia, the Czech Republic and Slovakia, as well as from the United Kingdom and Portugal in West Europe. In a representative poll with hundreds of respondents, 86 per cent of visitors said they were positive or very positive about the results of their visit.

“With the new Tendence, Messe Frankfurt has taken a big step forward in quantitative and qualitative terms: with the Academy, with the Concept Store and, in particular, with the Tendence.Impulse programme for the retail trade,” says Thomas Grothkopp, Director General of the German Home and Office Association.

“For the first time, the fair offers small to medium sized companies full-service support for staging events. Naturally, the trade is very pleased about the increase in the number of exhibitors. Now, all that remains is for word to get around that Tendence is once again one of the leading events for the sector.”

The exhibitors were also pleased with the work of Messe Frankfurt and the new concept for Tendence 2017. Accordingly, Lars Adler, CEO of Hoff Interieur and Chairman of the European Lifestyle Association, says, “We were very excited about the new Tendence with the numerous changes and, in particular, the new dates.

“The relaunch has been a remarkable success and our customers were full of praise for the new concept. Many visitors commented positively on the changes and the exhibitors and visitors will communicate this feedback after the fair. I am sure that, in this way, Tendence will regain its old strength over the coming years.”

The next Tendence will be held at Frankfurt Fair and Exhibition Centre from 30 June to 3 July 2018.

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