This is how a Brandboxx trade fair theme is created

Twice a year we are able to inspire our trade visitors and industry experts with exclusive insights into the future of fashion at our trade fairs. These popular trade fairs are of course accompanied by a corresponding topic that records trends for the coming season and thus provides a comprehensive outlook on fashion highlights.

Again and again we see ourselves confronted with an exciting question: How does a Brandboxx trade fair theme actually come about? Of course, we are only too happy to reveal this to you with a little look behind the fashion scenes of our trend professionals.

Step 1: analyze trend currents

Before a topic can be defined, let’s take a look at the direction in which the fashion world is moving and pick out the most important trends. Various tools help us, supplemented by many years of experience and expertise:

• Lectures: We are happy to hear first hand from experts what is going on in the fashion world. As part of the Düsseldorf trade fair “Gallery Shoes”, expert Marga Indra-Heide takes a look at future topic developments based on international fashion shows – this August for the first time also in the Brandboxx!
• Trade press and trade fairs: Of course, relevant fashion magazines also serve as a valuable decision-making aid. We also regularly visit leading international trade fairs to get additional inspiration. A comprehensive picture emerges from these three cornerstones, from which the most important upcoming fashion trends can be read.

Step 2: Elaboration and definition of topics

As a rule, there are three trends that will dominate the coming season. For us it is important that a topic can be extended to all areas of the fair – not just fashion and shoes, but also sports and children. The most important trends are worked out and presented. As part of a joint brainstorming session with the trade fair manager, the graphics department and the management, the trade fair theme and the color focus are ultimately defined.

Step 3: implementation and trade fair planning

As soon as the trade fair theme has been determined, the season-specific implementation begins. In the Brandboxx, the trade fair theme forms the basis for all marketing measures before, during and after the respective trade fair season. The types of print as well as the in-house decoration are designed accordingly to the respective topic. In addition to the graphic implementation, the trade fair subject is developed, followed by the creation of the trend preview. Now the trade fairs can be fully planned.

Trend lecture with Marga Indra-Heide in the Brandboxx

As part of Schuh Austria, trade visitors will for the first time have the exclusive opportunity to attend a trend lecture by the renowned “Fashion Trend Pool” expert Marga Indra-Heide. On Sunday, August 5, 2018, 5 p.m., she will reveal the trends that are emerging for the spring / summer 2019 season in the Brandboxx Salzburg. Save the date!

Are you interested in participating in the trend lecture or would you like to attend one of the upcoming Brandboxx trade fairs as a trade visitor? We are happy to take yours inquiry opposite.