gds positions itself as a leading trade show
The new dates for gds in July 2014 and early February 2015 have already made it clear: gds will become the kick-off trade fair for shoes and accessories. Now the Düsseldorf Messe trade fair company has made details public for the first time. The name already reveals the vision underlying the new concept: gds – Global Destination for Shoes and Accessories.
Earlier dates, an even more international approach and the extension of the range to include such accessories as bags, belts, shawls or caps. With its new concept gds pursues a clear aim, says Werner Matthias Dornscheidt, President & CEO of Messe Düsseldorf: “As the industry’s No. 1 trade fair we want to enable retailers to obtain guidance at the start of the season. Exhibitors should regard Düsseldorf not only as a kick-off event for their new innovations but also capitalise on this PR stage for showcasing their brands.”
With a view to providing the perfect platform to achieve this goal gds has developed a convincing three-pronged concept designed to meet retailers’ expectations says Kirstin Deutelmoser, Director of gds and Global Shoes, and explains: “We have attached great importance to dialogue with the sector; we wanted to know precisely what retail, industry and the press expect from a leading trade fair. Precisely these insights have been incorporated into our new trade fair concept. Centre stage at gds will be the exhibitors’ brand presentations translated into a brand experience for visitors – which will feature early on in the season to serve as guidance…” Deutelmoser sees this as an opportunity for companies but also as an obligation: “It is especially important to be the brand on everyone’s lips and to work out and optimally present your own brand values. What is truer than ever: gds is what each individual exhibitor makes of it.”
The exhibition hall segmentation forms the backbone of the new gds: instead of many different segments there will be three big Shopping Worlds called “Highstreet”, “Pop-up” and “Studio”. The segmentation was inspired by the shopping streets of famous mega-cities explains Kirstin Deutelmoser said: “Everyone knows London: Oxford Street is the main shopping destination; urban trends are best found on Neal Street and Bond Street is home to the premium brands. This is exactly the segmentation you will also find with us from July: each Shopping World is individually designed and makes visitors feel they are entering a different neighbourhood of the city.”
Each of the three Shopping Worlds convinces visitors with its very own look and feel: “Highstreet” houses spacious, opulent stands, at “Pop-up” you will find creative spaces and “Studio” deliberately feeds on minimalist scenery with exquisite white hall architecture.
In each Shopping World visitors are given added guidance by a so-called “Highlight Route” – a defined path guiding visitors past selected exhibitors’ stands, special product presentations, video walls, fashion shows and other events.
A Stage for Brands
The second pillar of the concept is themed “15 Minutes of Fame” and addresses multipliers in a targeted fashion. This approach means gds has responded to wishes voiced by exhibitors to present the shoe and accessory trends for the coming season not only to trade visitors but also to the consumers male and female wearing them later on. This is why the first day of the trade fair will see a special gds Press Day for journalists. Here the trade fair will work hand in hand with exhibitors. gds will provide the stage to be filled by the exhibitors and their brand “stagings”. Trade fair organisers will include the most exciting innovations and activities in the Press Walk – a guided PR tour for journalists that ensures maximum exposure and attention for exhibitors. On the third day an invitation will be extended specifically to bloggers that not only cover the exhibitors at gds but also communicate the shoe and accessory theme to consumers through various activities in Düsseldorf.
Düsseldorf celebrates Shoes & Accessories
And the third part of the concept is precisely about these consumers: During gds Düsseldorf will become the Shoe & Accessory City offering numerous events and shows organised at the exhibitors’ retail partner and mono-label stores. This will turn the city into an additional communication platform for the sector. Fashion will be centre stage here, of course, but also topics such as sustainability, new technologies and manufacturing methods are addressed in expert talks and exhibitions. Kirstin Deutelmoser views all three pillars of the concept as instrumental to the success of gds: “We will cooperate with our exhibitors even more closely to jointly communicate their brand messages. This not only introduces retailers to attractive innovations but also generates consumer enthusiasm about shoes and accessories through the multipliers and planned events.”
All activities related to the new gds can be found online at:
