6 Reasons Why Digital Fashion Shows Will Be Stylish Post-Pandemic

May 3, 2021
6 Reasons Why Digital Fashion Shows Will Be Stylish Post-Pandemic

The tactile nature of the fashion industry ensures face-to-face gatherings will always be important for exhibitors to do business with buyers. But Paul Lee, CEO of NHN Global, parent company of FashionGo, says virtual shows will have their share of the runway, too.

“Digital shows will coexist with physical ones,” Lee predicted.

Some numbers suggest he is correct. Fashion Go experienced a 180% increase in newly registered retailers in August 2020, when its first virtual FashionGo Week launched. In February, the platform witnessed another 160% increase in registered retailers before the company’s second virtual event. 

Heavyweights like Clarion, Reed Exhibitions and Tarsus were reliant on virtual engagement in 2020 before going back in-person this February in Orlando. A month later, Fashion Community Week served the West Coast with its 12th edition of a four-day virtual event, which included two conferences focused on the industry’s future, as well as a Spring fashion show and, of course, shopping. 

We talked to Lee about why the digital trend is here to stay.

1.  It isn’t actually a trend. COVID-19 didn’t bring about the advent of digital fashion events, but it accelerated the time frame. “It’s something that would have happened in three-to-five years,” Lee predicted. “We always had the capabilities and resources to create a digital trade show.”

2. There is demand for digital. Describing itself as the leading B2B wholesale e-commerce marketplace, FashionGo serves wholesalers and 756,000 retailers. The company’s base was already gravitating toward more e-commerce, and attendance proved virtual shows met a niche that is not likely to go away.

3.  Digital democratizes the process. “Retailers and exhibitors save time and costs on travel,” Lee noted of virtual events. “They are really quick and easy to access, regardless of where you are located geographically.”

4. Analytics helps the buyer. Lee is particularly bullish on FashionGo’s platforming allowing for real-time search capabilities. “Buyers can make more informed decisions,” he said at least three times in a 15-minute conversation.

5. Exhibitors gain exposure. To improve the show, FashionGo added private video chats connecting exhibitors and buyers. The “Join Us Live” feature spotlighted new and top-selling brands. “Digital exhibition platforms have greater visibility for vendors,” Lee said.

6.  There is room for growth. As a relatively new addition to the events industry, virtual fashion shows will only improve over time. Lee already promised new innovations for the next FashionGo Week.

Don’t miss any event-related news: Sign up for our weekly e-newsletter HERE and engage with us on Twitter, Facebook, LinkedIn and Instagram!

Add new comment

Partner Voices
Overview: The award-winning Orange County Convention Center (OCCC) goes the extra mile to make every day extraordinary by offering customer service excellence and industry-leading partnerships. From their dedicated in-house Rigging team to their robust Exhibitor Services, The Center of Hospitality brings your imagination to life by helping you host unforgettable meetings and events. With more than 2 million square feet of exhibit space, world-class services and a dream destination, we are committed to making even the most ambitious conventions a reality. In October 2023, the Orange County Board of County Commissioners voted to approve allocating Tourist Development Tax funding for the $560 million Phase 5A completion of the OCCC. The Convention Way Grand Concourse project will include enhancements to the North-South Building, featuring an additional 60,000 square feet of meeting space, an 80,000- square-foot ballroom and new entry to the North-South Building along Convention Way. “We are thrilled to begin work on completing our North-South Building which will allow us to meet the growing needs of our clients,” said OCCC Executive Director Mark Tester. “As an economic driver for the community, this project will provide the Center with connectivity and meeting space to host more events and continue to infuse the local economy with new money and expanding business opportunities.” Amenities: The Center of Hospitality goes above and beyond by offering world-class customer service and industry-leading partnerships. From the largest convention center Wi-Fi network to custom LAN/WAN design, the Center takes pride in enhancing exhibitor and customer experience.  The OCCC is the exclusive provider of electricity (24-hour power at no additional cost), aerial rigging and lighting, water, natural gas and propane, compressed air, and cable TV services. Convenience The Center is at the epicenter of the destination, with an abundance of hotels, restaurants, and attractions within walking distance. Pedestrian bridges connect both buildings to more than 5,200 rooms and is within a 15-minute drive from the Orlando International Airport. The convenience of the location goes hand-in-hand with top notch service to help meet an event’s every need. Gold Key Members The OCCC’s Gold Key Members represent the best of the best when it comes to exceptional service and exclusive benefits for clients, exhibitors and guests. The Center’s Gold Key memberships with Universal Orlando Resort, SeaWorld Orlando and Walt Disney World greatly enhance meeting planner and attendee experiences offering world-renowned venues, immersive experiences and creative resources for their events. OCCC Events: This fiscal year, the OCCC is projected to host 168 events, 1.7 million attendees, and $2.9 billion in economic impact.  The Center’s top five events during their 2022-2023 fiscal year included:  AAU Jr. National Volleyball Championships 2023 200,000 Attendees $257 Million in Economic Impact MEGACON 2023 160,000 Attendees $205 Million in Economic Impact Open Championship Series 2023 69,500 Attendees $89 Million in Economic Impact Sunshine Classic 2023 42,000 Attendees $54 Million in Economic Impact Premiere Orlando 2023 42,000 Attendees $108 Million in Economic Impact