Mode City along with Interfilière will bring in consumer-centric future by creating a B2C or Business to Consumer component. Participation in the B2C segment will be optional for exhibitors, who may choose to have separate stands or pop-up shops in the Summer Camp area. Brands and retailers will have the opportunity to get to know consumers and their social influencers, leading them to update and take more risks with their products.
The new format will allow consumers to discover new brands, particularly the growing number of small independent brands who may not have an internet presence. Beyond the exhibits, consumers may opt for private tours of the trend areas or reserved seats at the fashion shows.
Textile innovators might take the opportunity to explain new yarns and sustainability issues to consumers, as retail displays and hang-tags often fail to do the job. The new format follows the example of several ready-to-wear brands, who have recently chosen to show their collections directly to consumers via social media.
Understanding the new consumer has proven a challenge for many brands, retailers, and suppliers. In addition, the globalization and hybridization of the market is driving more exhibitions in diverse locations, while the supply chain is being required to run faster and leaner.
