Gift Focus inc Attire Accessories - July/August 2020

BLOG 113 THE SHOW MUST GO ON While the 2020 show circuit looks a look different than planned, Louise Prance looks at how COVID-19 could shake up exhibitions for the good long term Life as we know it has been turned on its head of late. And while the UK is slowly but surely making moves to loosen lockdown and return life to a new normal, the short-term future of shows and events is murky at best. With social distancing measures being put into place across the board in supermarkets and retailers, the high visitor numbers at shows makes this a harder task to implement it. But before we drown ourselves in yet another quarantini, mourning the loss of our beloved exhibitions, all is definitely not lost. In fact, while the hygiene measures are an undeniable challenge, some across the pond are, at the time of writing, determined to tackle these head on. Hong Kong Gifts & Premium Fair is ploughing on in July and has compiled a list of hygiene tips for visitors and exhibitors alike. Of course, it would be remiss to observe the exhibition landscape without acknowledging that changes will of course have to be made. While no one could have predicted the scale and breadth of devastation that the COVID-19 pandemic has caused, we now know of its unpredictability and permanence within our society, at least for the short term. To this end contracts, insurance policies and contingency plans will undoubtedly be reworked and cast in stone to prevent any further loss of income should the unthinkable happen again. But while the practicalities may be causing a slight headache, certain developments may actual herald a new era for large-scale shows, with the coronavirus forcing organisers to evolve and progress their digital offerings. Indeed, this is already happening in the UK. Gift and accessories shows such as Home & Gift and Exclusively Shows have seen off any potential angst from a possible second spike come winter, having postponed shows until 2021. That said, they’re not resting on their laurels and have launched Harrogate @ Home and Exclusively Digital respectively. These digital offerings give retailers and brands the opportunity to discover the great talent of our industry from the comfort of their homes, while also putting on a slew of insights, webinars, live product launches and so much more. Kelly Grant, Home & Gift show director, tells me, “We knew that, just like us, our loyal audience of brands and retailers would be disappointed but understand the importance of postponing the 2020 edition of Home & Gift. That being said, we wanted to ensure that, even in the absence of a live event, we could still provide the buying, networking and learning opportunities that many turn to us for in some way. Including a variety of live seminars, product launches and blog content powered by digital platforms, Harrogate @ Home is set to still bring our beloved industry together in a meaningful way, through shared learnings, genuine connection and a united front as we look to the future.” So, while the 2020 trade show landscape looks wholly different than planned, and retailers and brands will undoubtedly feel the effects of not being able to seek out new product/showcase their offerings, the future looks bright for exhibitions. As not only will digital offerings be sharpened and honed, the strong community that is the gift and accessories market will be itching to step foot through those doors next year, because being together is fundamental to our business development. Building a strong and united industry through face-to-face interaction, relationship building, and networking is the foundation of who we all are and what we do. And I’ll be the first person waiting at the gate as the doors open…