More flexibility
From product groups to style worlds: Tendence has mutated into Tendence Lifestyle. It was originally viewed with scepticism but is making good. Nicolette Naumann, divisional director, sums up so far.
It was a tough blow four years ago when a number of porcelain manufacturers announced they would only exhibit their products once a year from now on. That meant leaving the autumn show Tendence...Yes, four years ago some companies decided they would only exhibit once a year. Most explained this by their innovation cycles. The companies in question only bring out new products once a year, which is a time and cost issue in the porcelain industry. That said, there are, of course, still exhibitors who do twice yearly launches of new products and therefore still need a second ordering date, which we now offer with the new Tendence Lifestyle. The challenge was to create a completely new trade fair concept to provide those companies with a suitable and functioning platform.
Abandoning the traditional classification of exhibitors by product groups at Tendence Lifestyle and switching to consumer needs as the new classification criterion will certainly not have met with across-the-board consensus. Where did the hardest resistance come from?There was no real resistance in my opinion. The problem ahead of the first Tendence Lifestyle boiled down to explaining this completely new and revolutionary exhibition concept whereby classification is no longer by product groups but by lifestyle in an understandable way so that people could imagine what it would be like. Someone who has not seen Modern Living with the areas "Cook & Eat" on one level and "Interior Design" on the pavilion level above with their own eyes will have trouble imagining this combination. However, from what we have seen so far, anyone who has experienced Tendence Lifestyle first hand is quick to grasp the concept - and like it.
Are you planning a "revolution" of this kind for Ambiente, too?An analysis of the two exhibitions clearly shows that Ambiente and Tendence Lifestyle are used differently. As the uncontested worldwide flagship spring fair, Ambiente will retain its functional structure. This is the clear wish of exhibitors and purchasers alike. At Ambiente, therefore, we will not be implementing any new concepts in the near future but going further down the same path to offer purchasers a still wider range. Some exhibitors wanted to see Tendence taking place in June. Why did you stick with the date at the end of August? And how did you manage to hold on to the exhibitors who preferred June?
The whole topic of finding the best exhibition date is closely connected with the function and use of the event. June is often too early for small retailers, who have not yet planned their Christmas trade. This is typically done at Tendence Lifestyle in August. For exhibitors serving this segment, Tendence Lifestyle is a real ordering fair.
Companies targeting the volume segment need more time to prepare. That is why we created a new platform for this market segment - Collectione. During the first Tendence Lifestyle, critics quipped it was suicide for fear of dying ... How do the porcelain manufacturers see Tendence Lifestyle today? Are they returning?
Exhibitors like Kahla or Dibbern, who present new products at least twice a year, use Tendence Lifestyle with great success. These companies emphasise the advantage they have from being in a completely different, more modern environment. This is where they make new contacts, which is what they are seeking, after all.
Only time can tell whether further porcelain manufacturers will use Tendence Lifestyle as a platform for the autumn, winter and Christmas business. But so far there seems to be no sign of any large number again wanting to show at Frankfurt twice a year.
You say Tendence Lifestyle is based on consumer theme worlds. But consumers are not admitted. So how do you know what they want?Firstly, we at Messe Frankfurt are all consumers, even if we are also trade fair organisers. We, too, see how the display and range of kitchen and interior shops has changed and is changing in Germany and abroad. Secondly, we have trend experts to advise us.
How do you communicate with the public?In the past, the public did not get much out of consumer goods fairs. We changed that with this Tendence Lifestyle for the first time, especially for people from Frankfurt and the wider region. Two off events have taken the event out beyond the exhibition ground perimeter into the city - and with great success! "fresch" was a project in the Anlagenring, the ring of parkland around Frankfurt city centre, not far from the exhibition site. Around 50 designers, architects, lighting designers and commercial furnishing contractors showcased projects, product ideas and installations during the weekend of the exhibition. One special attraction for anyone interested in design was the "designersblock". Designers from twelve countries showed what they are capable of on the premises of the "atelierfrankfurt" culture project, not far from Messe Frankfurt, on several storeys and with unusual ideas.
With the next Ambiente, we will have Sunday shop opening for the first time in Frankfurt. We want to use this opportunity to give brand traders a chance to show their new products to the general public. The new products at Ambiente will therefore be displayed in the shop windows of traders cooperating with us. They will not be for sale but will inform the public about the products being shown at Ambiente - and, of course, already generate consumer demand in February. .
The previous Tendence Lifestyle was a trade fair that broke records as far as content and special shows were concerned. Why such an effort?We do not see our special shows and special areas as effort but as an essential service for our customers. A trade fair today is more than just an ordering platform. We want trade fairs to appeal to all the senses. The trade visitors do not only expect to find new and original products to add to their ranges on exhibitors stands at Tendence Lifestyle, they are also looking for ideas for their window dressing, want to find out about imminent trends or simply take a break in one of our designed rest zones.
Your conclusion after three years of Tendence Lifestyle?The trade fair is heading in the right direction. Its clear positioning also gives it a clearer function for the purchaser. The purchasers have accepted the new structure. Of course, any new structure must first be taken on board and learnt. The purchasers have to get a feeling for distances and times at the show. Tendence Lifestyle has become smaller - partly due to our fair Collectione - but that makes it easier to position and its profile is better defined. Finding new customers by creating a new environment is the whole purpose of a trade fair and Tendence Lifestyle has succeeded very well in doing that.Interview: Christiane Appel
m+a report Nr.7 / 2005 vom 27.10.2005
m+a report vom 27. Oktober 2005