Spring Fair International implements
vision for the future
Inspiration, Innovation and improved customer experience are top of the agenda as Spring Fair organisers Emap Connect look forward to the forthcoming 2012 show. The fi rst stage of a comprehensive re-edit of SFI began at the 2011 event following intensive ongoing consultation with visitors, exhibitors, trade associations and key industry fi gures.
By the time the show opens on February 5 2012, Emap will have invested over £1.2 million in marketing, show features and the international buyer programme.
The managing director of Emap Connect Home & Gift, Louise Young, says “A comprehensive communications strategy to buyers detailing all the exciting developments will start in September to ensure there is a smooth transition for the re-edited show. We would like to thank all our customers for their encouragement and patience as we implement our plans.” The SFI 2012 product sourcing experience will start for pre-registered visitors prior to the event, when they will be sent exclusive trend information created by the show’s sister brand WGSN (World Global Style Network), designed to guide their buying. From the moment they arrive at The NEC buyers will be assisted by over 100 extra ‘Here to Help’ staff, who have been drafted in specially for the February exhibition. Help will be at hand from designated ‘Bus Buddies’ on the cark park shuttles, Circle line buses and at bus stops and welcoming staff at The NEC will once again hand out free pastries to early bird arrivals. Continuing to speak about the new product zoning, Young explained that: “SFI 2012 has been redesigned to resemble a destination department store. Each sector will be a show within a show with its own personality. Our aim is for retailers to spend more time at Spring Fair which in turn will result in them placing more orders with exhibitors”.
Speaking of how the look as well as the feel of the show is being
revamped for 2012, Young says: “A signifi cant investment in interior design – from the new boulevards to carefully dressed halls – will help create a far more inspirational show environment in 2012. Trend-driven features, aspirational product zones, insightful seminars and styling tips from WGSN will help visitors to steer their way to the top of the retail tree in 2012. Popular show features such as Cook Live!, The Jewellery Show and Fashion Accessories Catwalks, Toy Demo Area and WGSN styled Trend House have all helped to enhance the show’s reputation for global innovation. Acknowledging the huge importance of export business to SFI exhibitors, further investment in marketing will drive the number of overseas buyers to the show in 2012. The international marketing campaign will include inward missions to target retailers in key territories and a hosted buyer programme dedicated to pulling in more major retailers to SFI from mainland Europe (including Russia) and America.
www.springfair.com/future
TABLEWARE INTERNATIONAL 15
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