“In a time where we swipe, scroll, and click our way through the day, there’s something truly special about meeting in person,” says the organiser of the Vejle Fashion Fair.

Q&A with Charlotte Strøm

Project Manager at Nord Fair, Organisers of the Vejle Fashion Fair

What does a trade fair need to offer to remain relevant for fashion brands operating across multiple sales channels and platforms?
Gone are the days when a fashion fair was just a hall filled with hangers, brochures, and order pads. Sales channels have evolved dramatically, but the relationship between seller and buyer remains crucial. We all prefer doing business with people we trust. As organisers, we create the best possible environment for these relationships – it’s then up to exhibitors and visitors to build new connections, maintain existing ones, and stay updated. Today’s skilled salespeople are acutely aware of the different sales channels and how to support their customers’ use of them. Social media plays a major role in daily operations – that’s where most consumers are. That’s why face-to-face meetings at Vejle still make a lot of sense.

The trade fair landscape has changed significantly in recent years. What’s your experience?
It’s definitely a challenging time – not just for the fair industry, but for the world in general, which is on ‘pause.’ Fashion fairs are affected by growing climate awareness among consumers, which in turn places demands on suppliers. Gone are the days of massive collections – overproduction is being curbed, which benefits everyone. Consumers now shop more consciously, reuse and recycle, yet still want to stay trendy and up to date with the seasons. Retailers must therefore buy with the same care and reflect this clearly to customers. We’re proud to host our events in a venue that actively works with sustainability, resource optimisation and responsible operations – and that has once again been certified this year.

How do you develop your trade fair format as the market changes?
We don’t – and that might sound bold. Of course, we stay up to date, but our core idea hasn’t changed – and it’s now influencing some of our peers. Plug-in stands are spreading, as are clearly defined niche fairs that attract well-qualified buyers. That’s been the case at Vejle since the early 1980s. As mentioned, it’s ultimately about personal relationships and the experiences they create. As Søren Kierkegaard once said: “Give me an experience, and I’ll never forget it.” That says a lot about the value of a fair. Our format is based on purchasing, making the fair both measurable and valuable – and we can see it still works.

What are you most looking forward to at the upcoming fair?
In a time where we swipe, scroll, and click through our days, there’s something special about meeting in person. So of course, we’re looking forward to that – to seeing our loyal customers and their customers again, and exchanging insights and experiences. Yes, it’s about buying and selling, but that works best in a universe of possibilities – where the digital daily grind gains a soul and new stories come to life.

Facts
When: 17–19 August 2025
Where: DGI Huset, Vejle