Aesthetic is everything where fashion is concerned. The way you present your brand and your collections is so important; whether online, in print, in your people or at a trade show. In a visual industry like ours, it’s not just about the products themselves but also how they’re presented. That’s why, ahead of Jacket Required’s AW20 edition, we’ve pulled together some ideas you can use to get your stand noticed.
 

Yes, we’ll provide each stand with a sign at the show, but that doesn’t have to be, and shouldn’t be, your only one. Think about where you can place strategic signage and branding, so that your stand is instantly recognisable as yours, whichever way potential buyers are looking at it. Think about having branding at different heights, and on the outside of your stand where possible. Your account manager will be able to discuss with you what’s possible on your stand, to make planning easier.
 

It’s not enough to just have everything on your stand. Jacket Required is known for its clean aesthetic and pared back stands, so it’s worth taking the time to select the very best of your collection, that you feel best communicates who you are as a brand and will answer to buyers’ needs. At a show like Jacket Required, it’s all about quality, not quantity, and your products should be able to speak for themselves without bombarding your visitors.
 

Your stand should communicate the essence of your brand. This is the first thing a buyer will look at when considering whether your brand will sell to their customer. Everything from colours, furniture, draping and signage should be consistent with each other and with your brand aesthetic; it could be the simplest concept, it just has to be consistent. Again, your account manager will be able to give you a heads up as to what’s possible on site.
 

Whoever’s working the stand is just as much a part of the overall experience for a visitor. Whether you’re hiring in some on site help, or bringing your sales team, set some expectations about how they should dress; if they’re on the stand, they’re the brand personified, so bear that in mind. Make sure that they’re well briefed on how to interact with visitors as well. Your stand could be the best presented one in the room, but if the people manning it are disengaged or unwelcoming, your hard merchandising work won’t make much difference.


Jacket Required will return to The Old Truman Brewery on 22^nd and 23^rd January 2020. Apply for a stand at the UK’s only menswear trade show.
 

Apply for a stand