STYL fashion trade fair in Brno – Here’s what we experienced
In 2022, it was our first time to attend the STYL fair, from which we returned home with countless experiences. The three-day event had more than 200 exhibitors and we’re really glad that ÊTRE was one of them.
STYL is a B2B fashion trade fair organized by BVV Trade Fairs Brno twice a year. We took part in the 59th edition in August, 2022. Representing our brand in this beautiful Czech town was a really good opportunity for our company.
The Brno Exhibition Center, which is the location of the fair, welcomed the exhibitors and visitors in a modern environment and in a huge area.
Since it is a B2B event, STYL was mainly visited by business people, traders and various economic actors. As for us, we also met and talked with the foreign trade attaché of the Hungarian Embassy in Prague, Mr. Radoslav Klepáč, the general manager of the fair, and Máté Szilvia, the director of BD-Expo.
Filled with extra motivation
During these three days, we received a lot of positive feedback, for which we are very grateful. The ÊTRE products caught the attention of visitors mainly because of their excellent material, minimalistic shape, and maximum comfort.
It was heartwarming to see these reactions, it certainly gave a big boost for us for the next period. Although sustainability is key for our company and brand, the feedback was almost all about the aspect that these underwear products represent high-quality.
Long-term business prospects
We are very proud of the fact that some of the business people came to us with purpose, so after the event we followed up these requests, wrote letters, made phone calls, and sent price offers. Our ad ran for another two weeks on the event’s website, which we also consider a good opportunity.
The results of these networking sessions don’t end after a few weeks. Based on our previous research and a conversation with the general manager of the fair, it appears that it may take half a year or even a year before these new business relationships bring new opportunities. One of the main reasons for this is that seasons move the wheel of time in the fashion industry.
The power of face to face meetings
In addition to potential foreign partners, we also had the chance to exchange some thoughts with Hungarian exhibitors.
Sales representatives from a Hungarian company producing high-quality footwear were also in Brno, who shared with us that they have been on the domestic market for 20 years, and on the Czech and Slovak markets for 8 years.
Two decades ago, building new business relationships worked in a completely different way. For example, there were no webshops at that time, so people got into the car and visited potential partners and clients. They believe in the power of face to face meetings, and we’re happy they shared that with us.
From a technological point of view
During the fair, we had the time for professional reflection, too. For instance, there were companies that produce underwear and home wear, and they replace latex or latex-free stretch ribbons with fusion or laser processes.
It was interesting to see what they offer, and perhaps even more interesting, as I thought through the methods we use. From a sustainable brand’s point of view, the fusing technique does not fit into our guidelines (in terms of a fair working environment and processes), and the laser technique is used for synthetic materials, while ÊTRE pieces are made from plant-based materials.
Wide range of products
It is fascinating that exhibitors, business people and traders visited STYL from almost all parts of Europe. Besides Czech companies, Greeks, Poles, Portuguese and Austrians were also present. Each exhibitor represented one of the following product categories:
• Womenswear,
• Menswear,
• Leather and fur wear,
• Design,
• Kids,
• Denim,
• Pronto/fast fashion,
• Sportswear,
• Lingerie/beachwear,
• Homewear,
• Accessories,
• Bijoux,
• Fabrics,
• Haberdashery,
• Home textile,
• Organic/vegan,
• Equipment,
• Other.
