Premium Group to launch first digital trade show - Just Style
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Premium Group to launch first digital trade show

By Beth Wright 08 Jun 2020

German fashion trade show organiser the Premium Group will launch what it claims is the world's first digital trade show as Covid-19 continues to restrict travel and mass gatherings in a number of countries worldwide.

German fashion trade show organiser the Premium Group will launch what it claims is the world’s first digital trade show as Covid-19 continues to restrict travel and mass gatherings in a number of countries worldwide.

Developed in partnership with B2B wholesale platform Joor, Premium+Seek Passport is described as a digital marketplace showcasing a curated portfolio of brands compiled in partnership with relevant retailers.

“The trade show experience is condensed into a one-stop shop for users: one website, one app to search for and find suppliers, and one place to upload and access data and content – in short, one comprehensive digital experience,” says the Premium Group, which organises two international fashion trade shows and a conference on the future of fashion twice a year in Berlin.

“The digitalisation of business interactions represents a year-round marketplace where retailers can discover new styles and designers, and brands can generate new contacts.”

On the summer trade show dates, the seasonal brand lookbooks curated by Premium and Seek can be uploaded to individual profiles and key looks can be presented in virtual showrooms. Buyers can find out the latest on style and trend stories on the Premium+Seek Passport homepage, which also highlights key themes such as sustainability. This enables retailers to continue to gain inspiration from brand worlds and to keep abreast of developments, organisers say.

“We already had a digital component in place during our events in the shape of the Premium Group app; over the past year, this has also been successfully integrated into Joor. The next logical step for us is to consolidate our digital offering with Premium+Seek Passport in order to offer our customers a seamless transition between online and offline,” says Anita Tillmann, managing partner of the Premium Group.

“This transformation is more crucial than ever in light of the current circumstances. Digitalisation is a fantastic opportunity for brands and buyers to remain relevant and conduct international business.”

The digital Premium+Seek Passport event is due to take place from 14 July to October 2020. Then, the autumn/winter 2021/22 season will see the first “blended event” take place, where the digital and physical worlds will come together. Using the mobile Passport app retailers and brands can then exchange contacts on-site, make appointments, and order directly.

The Covid-19 pandemic has seen a raft of trade shows and fairs cancelled or postponed but has also encouraged a number of organisers to consider virtual and other digital alternatives. Kingpins Amsterdam replaced the April physical event of its denim sourcing show with an online version, while Apparel Textile Sourcing (ATS) Trade Shows held its first virtual event last month.