As a B2B exhibition, MODA attracts a regular crowd to its biannual exhibition, with most exhibitors launching new products and lines for their regular customers, but also serves as a springboard for new brand launches and for the creation of new business relations. Logistically, MODA draws such a large crowd of loyal exhibitors (1,450 brands) and visitors (12,000) thanks to its central location in Birmingham, drawing customers from all over the UK and Ireland. But MODA also serves as a destination for all things fashion, with a programme of activities and talks to keep visitors enthralled for all three exhibition days.
The self-proclaimed heart of the fashion industry provides a varied and interesting schedule for visitors. When the show first launched it provided solely for the womenswear sector of the industry, but now also has menswear, footwear, accessories, lingerie and swimwear sections. The central attraction is still the central runway, showcasing the best of the season’s lines and brands. The exhibition itself, though, is usefully divided into the five sections, each of which has a subtly different appearance to the shell scheme design helping visitors navigate the huge expanse of the show without feeling overwhelmed.
Additional to the networking and relation building opportunities at the exhibition, the show also boasts boutiques, cafes, VIP lounges and a press office, serving the needs of all exhibitors and visitors over the course of three days. One highlight of the show is the varied and interesting seminar programme, offering business and fashion industry leaders the chance to share their experiences and knowledge and giving visitors the chance to Q&A with these leaders. There’ll be an array of interesting speakers, including those with their own bricks & mortar and online fashion labels, but also industry social influencers, heads of charities and global leaders in business.
Within the exhibition side of the show, most exhibitors choose to build unique spaces catering to their own varied needs, including changing rooms, bright lighting and lounge networking areas. In an exhibition as large and varied as MODA exhibitors can struggle to attract attention from new partners if they fail to stand out from the crowd with imaginative stand design and execution. Exhibitors must also strike the balance between making use of every inch of their exhibition space with their designs and products, while also making their stand seem open, clean and inviting to passers by.