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Shandong Pavilion were able to see the products in person , while virtual sales meetings allowed buyers to speak directly to the suppliers . Driscoll says : “ We had salespeople that spoke the languages of the exhibitors but also spoke English so that visitors could interact with them . It was a really great way of ensuring that we could give a breadth of offer to our community , while we were still struggling with the travel restrictions . Hopefully that won ’ t be the case anymore moving forward , but we feel we ’ ve figured out a number of ways to work around things .”
New innovations As for in-person exhibiting , Driscoll says her team had extra boots on the ground this year with roaming ‘ Ask Me Anything ’ staff on site . Hyve also launched Curated Meetings – a matchmarking service that was trialed at the show . “ We matched 70 exhibitors with 50
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opted in buyers so it was a double opt in process ,” says Driscoll . This means the return on time and the return on investment for everyone involved is better .” As for measuring visitor numbers with womenswear , footwear , accessories and activewear event , Moda , Driscoll says : “ We really focused on density , and it was extremely pleasing that our densities significantly improved exhibitor to exhibitor . Every single exhibitor had a fantastic show and we have never had such pent-up demand , it was incredible . We couldn ’ t get on the exhibitor stand .” As for feedback , she adds : “ We had phenomenal amounts of positive visitor and exhibitor testimonials saying it was the best trade show ever , and some of these exhibitors have been at trade shows for 50-60 years .” Hyve also debuted its online marketplace , which was aimed at vetted buyers . “ This is something that ’ s part of our omnichannel strategy , to really do things |
differently as we move ahead and use technology to provide product offerings which are the best for each of our different communities .” Driscoll adds : “ Theo Paphitis stated that hybrid is absolutely the future for retail , but retailers should always have an online offering , so that you ’ re giving people choice .”
Sustainability Another focus of this year ’ s show was sustainability , which Driscoll is heavily involved in through her work
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as vice chair of the AEO . Hyve ’ s The Power of One campaign was introduced in the fashion industry and has been supported by the UN Global Goals initiatives . Driscoll says : “ If every single person within the retail supply chain does one thing to drive towards a more sustainable future within their businesses , and they pledge that within the community and within our power of one campaign , then we can be driving changes together .” Along with the AEO ’ s initiatives focused on diversity and inclusion , the association also has a focus on sustainability through its working groups . Driscoll says these groups are working with global partners within the AEO on a roadmap to net zero using the COP26 as a “ launching point ”. She adds , “ I think all of us in the exhibition industry should be thinking of what we can do to help drive this forward . It ’ s a very good moment in time for us all to reflect and think about what we can do to drive towards a more sustainable future .” EN |
Autumn — 25 |