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April's
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Behind the Counter
– more fairs – different role
Working in New Delhi this week with my Indian company found me
behind the counter—not in front of it;—as an exhibitor
at the Textiles India Fair. In fact, our booth had a feel of a
French pastry shop, with two half walls painted white and decorated
with curtains that served as our counter. We made some butter
cookies for our visitors, and we even managed to entice some French
buyers with them!
Some of the interesting array of services offered during setup
were mannequins for rent—a long row of these were on display
as we entered the fair—hostesses for hire, flower arrangements
to buy, waste paper baskets to purchase, and even crystal bowls
for business cards. A convenient food system allowed tea and coffee
wallahs to cater hot drinks to your booth, and they would pass
by every hour to check to see what you needed! Pizza and other
fast food suppliers visited the booths, leaving menus and mobile
numbers for call-in food orders—which they delivered directly
to your booth. A bit like the great sandwich companies in New
York, except these guys come looking for business—you don’t
need to already know them.
The Textiles India Fair is set in Pragati Madan, which is a large
multi-purpose fairground in Delhi. It has numerous buildings and
depending on the show size, more or less of them are occupied.
This show was held in four buildings.
It is a large open setting—but aging, and with a few practical
drawbacks. It is difficult to access—there is no easy "entry
area" for buyers, and it is a long walk to get in—much like
at Maison et Objet in Paris. Then, there is a confusing decision
as to which building is the actual Registration building. I would
recommend that the show have a registration in each building—easier
for the buyers and the proverbial sore feet. Not sure why I wore
those high green shoes! And hey, Pragati Madan—fix the carpet—a
green carpet laid over a rough floor is a hazard for walkers.
Buyers in these overseas, export-oriented shows fall into a number
of categories: local agents, independent buyers and group buyers.
Local agents shop the shows for their clients or with their clients—they
are a key lifeblood to the export industry in any country (we
could use a mini, retail-friendly version of this is in the USA.)
They determine possible vendors or product—and work on a
follow-up basis—contacting both buyer and vendor post show.
William E Connors, Greenfield and Pardesh were all there (with
Caroline Banks of Pardesh looking particularly lovely—though
India-based, she has spent a mere 10 days in the country this
year doing the show circuit in Europe, and I think she said—next
stop Singapore.)
There are also Independent buyers—owners or designers/buyers
from private companies that shop the world for their product and
check out any new or hot shows on a regular basis to keep current
and to find particular trends. Many of these are old India hands
that have been buying in the East for years. For them, attending
these shows is also a way of schmoozing and reconnecting with
old friends. The character of these trade fairs would not be the
same without them. They are the ones that encourage the lively
displays and respond to the most unique product—obscure
is not obscure—it is just something that they have discovered!
Speaking of unique displays—the silver painted bicycle rickshaws
and vegetable carts piled high with colorful cushions and throws
was charming and made everyone stop and smile.
Group buyers—there were a number of Japanese groups at this
show—all men—and guess what? They all like French
pastry—and rose-colored aprons. Why doesn’t anyone
ever mention how charming the Japanese are? Full of fun, politeness
and seemingly good camaraderie, they roamed the show in an efficient
but not aggressive manner—Asakai Ikeda and Toshi Corp were
two of the Japanese groups.
Interesting groups from India also attended the show. There were
out-of-state exhibitors who would source fabrics, laces and trims
from other exhibitors—testing services—they serve
a market within a market. There were dhoti wearing Tamil-speaking
southerners looking at fabrics, and Hyderbaadi print houses looking
for designers. Just meeting and seeing these people can be an
inspiration!
The USA is a unique market in that it is so large and single cultured.
It offers a vast assortment of buyers—people who have made
niche ideas into big businesses and buyers from large, mega businesses
that can change the direction of a company and an industry with
their orders.
In terms of trends—there was a definite search for "natural"
cottons, block printing, natural or soft colors and hand loomed
fabrics. India supports a large and precious hand loom industry.
They have developed a handloom mark—much like the wool mark—to
show that a product is truly hand loomed (look for it on tablecloths,
napkins, bedding etc.). Real wool seems to be making a comeback
too—after a steady diet of acrylic fibers for the past few
quota-clogged years. Hurrah for wool! Black-and-white color stories
also seemed to be drawing interest (or it may be the silver rickshaw
they sat on).
Delhi has several design schools, and many design students were
at the show—from Pearl Academy to NIFT, looking, learning
and applying for apprenticeships in companies that caught their
eye. It was great to see these young men and women—keenly
observant and excited by their chosen professions—enjoying
the show. I wish we had a show like this in Vermont—I would
scoop up some of that young talent for internships too!
The press, of course, were also there—Contact Communications,
who represent Apparel Online, Resource Guide and StitchWorld,
were checking out trends and interest stories.
This show is a manufacturer’s show and a follow-up show—most
business is done after, and sometimes much after, the show dates.
A single new buyer can make attending these shows worthwhile for
the manufacturer and can hope to gain a few new lines. Let’s
see how this show plays out for its participants in the coming
months—very well, I sincerely hope!
New Delhi,
April |
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