UNDERVALUATION OF TEXTILE FAIRS

Generally when we think about fashion weeks, images of models over the runway, designers finishing garments, guests waiting at the doors of a fashion show ... or even large fashion-related events automatically come to our mind. However, few are those who know or stop to think that, to get to a runway or event, there is a gear behind it that allows it to be carried out. I am not referring only to the organizational part, nor to the creative and development of the collection, but far behind this entire process that culminates in a beautiful staging. I am referring to textile fairs, little recognized within fashion and which are the place where the largest number of trade is generated. These fairs are the beginning and the end of a creative process that is overshadowed by the creativity of the fashion shows. How can this ambivalence be possible? Once again, fashion proves it. I don´t pretend less to value the fashion shows, of which I am a loyal follower, but I intend that this article also makes visible the importance of textile fairs within the fashion industry.

For several years, I have been able to personally attend these fairs and have really appreciated that most of the fashion business is generated by them. These textile fairs are responsible for bringing together in the same space different companies that, due to their activity, serve as suppliers to others. On the one hand, we can find distributors of fabrics, trimmings, yarns ... that place us at the origin of the creative process; and on the other hand we find clothing, footwear and accessories brands that sell their collections to other establishments, either directly or through representation in a showroom. These fairs, which are also held twice a year, February and September, are overshadowed by the parades and little is said about them even as they are the place where part of the economic flow of the industry flows. Some international textile fairs are: Premiére Vision and Who's Next in Paris, Pitti Immagine Uomo in Florence, Magic in Las Vegas or Bread & Butter in Berlin.

In Spain we also have our own textile fair known as MOMAD METRÓPOLIS. To be honest, for me it was a true stranger until one February 2014 I stepped on its floors for the first time. I had the opportunity to show one of my designs made during my time at university. I remember that somewhat disconcerting experience, I did not understand anything, I only saw a space of huge warehouses in IFEMA, divided into small spaces called stands and many people around. This first contact and being quite inquisitive (as I am) about what kind of activity took place there, helped me discover that I was at the heart of the business. What I also did not know, at that time, is that two years later, on the same date, I would set foot on those floors again, but this time as a representative of the showroom where I worked. Chance? I don't think so, but these experiences have helped me gain insight into many fields in this exciting industry.

MOMAD could be defined as the most important fashion sector tool in southern Europe that aims to expand and strengthen the relationship with sales channels. It is attended by both national and international exhibitors, who, during 3 intense days of celebration, allow to obtain all the information of the commercial offer specialized in the textile market, facilitating the purchase and sale and the creation of networking.

However, these fairs, which usually coincide each month with runways, are poorly planned from the organizational point of view, since they are held before or after the runways. From my point of view, it is a commercial strategic error to divide these two events because, by separating them on different dates, the public that attends each of them is divided and business opportunities are lost. Uniting the creativity and attractiveness of the catwalk with the business factor of the fairs is the perfect tandem to increase the volume of sales in the sector. Once again, the stoppage of activity that we experienced during the confinement in 2020 and that made it impossible to carry out of these textile fairs, served to evaluate the importance of joining these two events. In this way, during this last week of Spanish fashion, both the parades within the 74th edition of MBFWMadrid and the MOMAD METRÓPOLIS fair, in line with Intergift, Bisutex and Madrid Joya, have been held in parallel, on the same dates. and in the same building, thus attracting all eyes and the entire business to the same place, IFEMA. In fact, in my opinion, all designers who walk on the catwalk should have their own stand at the fair so that, once the show is over, interested buyers can order the collections before leaving the building. This would encourage sales and the work and effort invested would be more profitable.

In this way, MOMAD 2021 returned with the motto "It makes sense to return" and has indeed returned with a great bet and going strong. This edition, held from September 17 to 19, has not only been carried out with a new organizational image but also with a new business structure, where textile, footwear, accessories and commercial brands companies have met, and that is also committed to continuing with the business online. Thus, once the stands have been collected and the physical sales completed, MOMAD has created a B2B platform within its website so that anyone who wishes can contact all the companies that participated in this latest edition. A positive bet to continue generating business after the stoppage suffered due to this COVID-19 crisis. This edition also featured a proposal to make sustainability visible in the fashion sector by developing a Sustainable Experience , a space dedicated to firms that are committed to sustainability in fashion with a wide variety of established brands. In addition, it was discussed through live testimonials how it is possible to apply sustainability through the virtualization of business processes and new trends in sustainability and fashion.

This national trade fair promises and deserves that we give it a much-needed opportunity to continue generating a solid commercial structure for our country that can also have an international impact.

If you want to read the full article in Spanish, you can do so in issue 11/21 of the magazine FLIS (r) Moda y Derecho al Día. https://www.fashionlawinstitute.es/product-page/flis-mag-11-2021