Charlotte Strøm: Q&A with the Project Manager at Nord Fair, organizer of the Fashion Fair and Menswear Fair in Vejle

What role do the trade shows in Vejle play?

They are by far the most effective platforms for sales and purchases. As times have changed, with fewer stores and suppliers, the core of the Vejle trade shows has only been strengthened. Suppliers on the road must travel further between customers, which is costly. Stores have less time available but still need inspiration from suppliers. At the Vejle trade shows, appointments are booked with customers in advance – sometimes even from one show to the next – so the days are fully scheduled. That’s the fundamental value of the trade shows: no store visits in vain, and exhibitors don’t experience long empty periods without customers. Both fairs have their own dynamic and offer strong, well-established brands.

 

How do you balance being an effective sales fair while also delivering a positive experience for exhibitors and visitors?

It’s all about the environment, and we can see that we’ve succeeded in creating a good one. We provide a great place to be, emphasizing efficiency and networking – and, as we’ve mentioned before, peace of mind! Respecting the trade shows as workplaces where dialogue and interaction take precedence is vital. You need time to be curious about new brands, while still having moments to exchange smiles, eye contact, and even hugs with other industry professionals. After all, we share both history and culture with others at the fair.

 

How do you adapt your efforts as event organizers to support stores and suppliers facing a challenging market?

The increasing popularity of vintage shops, second-hand finds, and the entire sustainability movement, including the concept of “regeneration,” has undoubtedly challenged the industry. Rising living costs have turned consumers toward fast-fashion giants like Shein and Temu. The Vejle trade shows have never been overpromised – they’ve always offered exactly what stores and exhibitors need. This means fully equipped booths don’t cost “an arm and a leg,” and buyers save money with free meals and parking. In plain Danish: value for money.

 

What are your expectations for the January and February fairs?

The fashion industry is under pressure, which naturally affects us all. But everyone has a clear interest in making good deals. We’re seeing this now as stand sales are underway. There’s still demand for booths from both well-established, strong brands and smaller, newer ones. Everyone needs to stay updated and visible, and with the prospect of lower inflation, we look forward to the spring fairs.

 

Facts
When:
  • Menswear Fair: January 19-20, 2025
  • Fashion Fair: February 9-11, 2025
    Where: DGI Huset, Vejle