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A new beginning: more exhibitors make the 20,000-plus Tendence visitors fit for the coming seasons

Jun 27, 2017

Retailers equip themselves for tomorrow’s event character shopping with innovative sales tools and interactive special presentations

At the Tendence.Impulse area, retailers got themselves fit for the point of sale
At the Tendence.Impulse area, retailers got themselves fit for the point of sale

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[1] 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 countries1 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”, said 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 square metres of exhibition space (gross)[2]. 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 percent 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 percent 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. 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”, said Thomas Grothkopp, Director General of the German Home and Office Association (Bundesverband Wohnen and Büro e.V. – BWB).

The exhibitors were also very 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, said, “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 new structure of the fair is also the right way for PAD CEO Michael Rossmann: “We need a strong fair in the middle of the year and, for me, that’s Tendence. The energy is great. Messe Frankfurt has worked hard and the restructuring is very successful. The dates have been fixed and the market can now plan accordingly. We’ll know more in a few years’ time. And, I am sure, it will be good.” As well, Hamid Yazdtschi, CEO of Gilde Handwerk Macrander, praised the high visitor standard and their propensity to order: “For the Gilde Group, Tendence is the biggest and, therefore, indispensable event in the second half of the year when it comes to contemporary trends and lifestyle themes. Hence, we use it to present our extensive range of products for all segments, as well the latest themes and trends for the spring and summer of 2018, not to mention new products for the forthcoming Christmas season, which is now possible thanks to the earlier dates. Although we are not fully satisfied with the number of visitors, the standard of visitors from home and abroad was good, as was the associated increase in the volume of orders.”

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

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[1] 2016: 943 exhibitors from 43 countries, 22,742 visitors; FKM certified

[2] 2016: 82,300 square metres of exhibition space (gross), FKM certified

Tendence – international trade fair for consumer goods

Tendence (30 June to 3 July 2018) is Germany’s most international order venue for the second half of the year. The wide-ranging product portfolio covers fields of the home, furnishing, decorating, gifts, jewellery, fashion accessories, tableware, kitchenware, home textiles and outdoor living. Special shows and a wide-ranging complementary programme of events are multi-faceted sources of sales-boosting impulses for retailers. Strong brands and key communicators use this new-products platform to present their trends for the winter and Christmas season. At the same time, they give bulk buyers from the international trade the chance to place orders in good time for their spring and summer collections.

Background information on Messe Frankfurt

Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. With over 2,300 employees at some 30 locations, the company generates annual sales of around €647 million. Thanks to its far-reaching ties with the relevant sectors and to its international sales network, the Group looks after the business interests of its customers effectively. A comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services.
With its headquarters in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).

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