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A major breakthrough for the multi-billion-dollar home fashions industry - the merger creating the new World of Home Fashion Show - will bring a new era of convenience, savings and opportunities for all companies and individuals in the industry's many manufacturing and merchandising categories, both domestic and international.
The World of Home Fashion show debuts March 28 to 31, 1996, at the Indiana Convention Center and RCA Dome, Indianapolis, IN. Now, home fashions merchants and retailers, regardless of type, size or market concentration, can shop under one roof for the products and fashion ideas each must have. In addition, from a curriculum of more than 100 seminars, attendees can choose training courses to help in their businesses and careers.
This new trade fair will achieve another long-desired objective for the industry. Now, all firms and individuals in domestic and international home fashions can get together in one convenient crossroads location. They can get a feel for what's going on, see what's new, talk to suppliers and peers, check out the competition, pursue their education and attend meetings and after-hours festivities. They can study and decide on cross merchandising packages and review delivery schedules.
Finally, seller and buyer can sit down and fill out merchandise orders, which is what all the work and other activities are about. What a great deal for exhibitors and attendees alike.
Come to the Fair
No wonder industry participants are excited about the expanded shopping and learning prospects. The more than 400 expected exhibitors will set up in the spectacular, newly renovated Indianapolis convention facility. The many dazzling displays will offer a complete range of home products and fashions. Buyers will see an all-inclusive mix of colorful products and designs in beautiful vignettes and room settings. They will be shown how to sell and install products in numerous demonstrations, available seminars and exhibitor workshops.
David Webb, director of American trade fairs for Messe Frankfurt, explains the fair's immediate and long-range objectives. "It is our aim to create the ultimate world-class, one-stop, easy-to-shop market for home fashions merchandise, ideas and advanced education. The new fair/forum will provide a panorama of merchandise and seminars amid a stimulating showcase of new colorful designs and settings. We've had enthusiastic response from both suppliers and attendees."
Exhibitors will offer every style and kind of industry product from carpets to window toppers and ceiling borders. The list will include:
•Home textiles of all kinds.
•Bed and bath ensembles, linens,comforters, throws, trimmings, pillows, covers and accessories.
•Window decorating draperies, curtains, valances, swags and all the necessary rods, hardware and accessories.
•Alternate window coverings including blinds, shades, shutters and accessories.
•Wall coverings and borders.
•Floor coverings and rugs.
•Coordinated packaging and fixturing programs.
•Software programs for service, workroom, management and marketing functions.
•Equipment and tools for manufacturing and installing window coverings and home textiles.
Special Shopping Opportunities
"Think of the cross merchandising possibilities all right there," says a key buyer of a large volume retailer. "It's high time the American home fashion people had a one-stop showplace where we can compare products, confirm trends, talk about price points and values, then buy what we'll need for next season."
Guests visiting the many booths will be among the "Who's Who" of buyer groups and retailers from all over the United States, Canada, Mexico, South America and other major world markets. The home fashion retailers, buyers, managers, designers, marketing and administration executives will come from department stores, specialty stores, discount merchandisers, design studios, catalog firms, in-home franchisers, warehouse and supercenter outlets plus many other miscellaneous firms. They will represent just about all of the big and little operations in home fashions.
New sights will await attendees up and down every aisle of the exhibit area. Colorful and original fabric designs will decorate the many displays. Each exhibitor will present the latest fashions and products to improve sales and assist profitability. Every attendee will have the opportunity to present his or her opinions and comments regarding the many products and programs. These opinions could determine which items will be best sellers for retailers in years to come.
Be sure to check out the exhibits of smaller firms. These companies use the show as their major yearly marketing effort. Most of them specialize in unique product, fashion, marketing and communication niches that may spark new profit opportunities.
Take advantage of the many ideas available at this unique fair where everything comes together. It can turn out to be a dream show. Attendees will see all the products they'll need and have access to multiple learning opportunities. They can save on purchases, improve chances for greater profitability and get a leg up on the 21st century.
There will be no need to attend other fragmented market shows, or to sit through small pre-selling workshops featuring one supplier's products. Attendees will see, learn and purchase everything they will need at the Indianapolis home fashion fair.
Educational Exposition
As usual, the staff of Draperies & Window Coverings magazine will continue the publication's strong commitment to education and training assistance for individuals in the industry. Attendees can choose the courses they want from a curriculum of more than 100 seminars covering all segments of home fashions.
Especially noteworthy is the debut of the Interior Fashion University, which is dedicated to promoting long-term industry growth and success by establishing a higher level of education to qualify and increase the value of professional home fashion services to the consumer. Through the University program, specific guidelines and criteria are established for each educational seminar. Participants earn course credit from a reputable source in the areas of business management, installation techniques, sales techniques, design and decorating, personal achievement skills and workroom techniques.
Attendees taking these seminars can acquire new skills in the essential areas needed to cope with today's and tomorrow's management and marketing trends. They will be able to use the seminars to help run their businesses better and advance their careers.
Every year the topics of the seminars are revised and updated. To keep up with a changing industry, new courses are added. And this year, to cover elements of the additional home fashions categories at the fair, many of the seminars will be entirely new. As always, each course is conducted by an accredited professional whose expertise must meet stringent criteria established by the International Association for Continuing Education and Training (IACET).
The trade fair/seminar brochure lists and describes each course. The various sessions are of differing duration. Regular seminars last 1 1/2 hours; super seminars are three hours in length; in addition, some two-hour courses are offered.
Veteran students have learned to choose courses and pre-register as early as possible. They save money and get the courses they want. Some of the popular courses fill up early.
The best reward for additional education comes with the possible improvement and advancements for business and career. However, participants also can receive special recognition for meeting additional course and skill requirements. Awards may be achieved in three ways:
• Certificate of Participation. This basic program has been available since the educational seminars were first established 14 years ago. Complete six or more hours in one of the recognized professional areas and you will receive a certificate to show your customers and clients the advanced training you've received.
• Continuing Educational Units (CEUs). This program offers a credit of one-tenth unit for each hour of seminar course completed. Five programs are offered. Each represents advancing levels of training. Credits must be accrued within a three-year period. Transcripts noting credits earned will be maintained for seven years.
• Certified Window Treatment Consultant. This top-level program sponsored by the Window Coverings Association of America (WCAA) consists of two parts covering basic and custom window stylings. Advanced study of at least one month is required. Program registrants also must take and pass a two-part final exam.
A True Crossroads
Some well-meaning but not necessarily well-informed individuals may refer to Indiana as the land of tall corn, Notre Dame and good-natured folks whose main interests are basketball and car races. They are correct, of course. Indiana is all of that and much more.
When you think of Indiana, think of it as one of the most progressive states in the country. Think of its capital city, Indianapolis, as one of the best spots in the world for a major trade fair such as the World of Home Fashion. Think of it as a cosmopolitan city of world-class stature, a cultural center for both the fine arts and the performing arts filled with major museums, institutions of higher learning and research centers for science and medicine.
Think of Indianapolis as a big city (12th largest in the United States) with a cultivated small town flavor. It's one of the very few major U.S. cities that has successfully fought back downtown crime and decay. Think of its rating as one of the best metropolitan areas in the United States to raise a family. Hoosiers love their state and its capital city. Visitors will appreciate their pleasant, helpful attitude.
Indianapolis is intersected by more interstate highways than any other major U.S. city, hence its nickname "Crossroad of America." Some other facts about this year's host city:
•It's within an easy drive of half of the U.S. population.
• Its world-class international airport is served by 16 airlines and is only 10 minutes by cab, limousine or bus from downtown hotels.
• It boasts an abundance of close-in, moderately-priced, major hotels, star-rated restaurants and great nightclubs.
• Many major tourist attractions also are located downtown within an easy, safe walk from the convention center and nearby hotels.
• It's in the big leagues of retailing with a variety of large shopping malls anchored by major merchandisers. The city also is famous for its many antique outlets and old-time theme communities.
• Its newest and unique shopping attraction is the City Centre, a spectacular indoor mall with more than 100 stores, restaurants and movie theaters. The Centre, which has received national rave reviews, is popular among residents and tourists alike. It also is within an easy walk from hotels and the convention center.
Indianapolis has been called the "can do" city. In recent years, city officials have reworked municipal operations. Many services are now farmed out on a competitive basis. The result? A city on the move with one of the lowest per diem costs of any major city. Firms can afford to exhibit and individuals can afford to attend this hub city.
Sure, Hoosiers love basketball and speedway racing. But now, the world has caught "Hoosier Fever." The two sports are rated among the most popular and fastest growing spectator and participant activities in the world. Each year, the famous Indianapolis 500 and the Brickyard 400 motor races are the two largest gatherings of sport fans in the world.
Check your hotel for information about the many other noted attractions and events in the area. Or, check at the registration area at the fair. Then, relax and enjoy your visit to Indianapolis, IN, and the first World of Home Fashion show. Don't forget to plan your schedule based on the greater number of exhibits, seminars and attendees expected this year. Attendees will enjoy and appreciate the fair, the fabulous educational forum and the friendly Hoosiers of the host city.
A final note from John Clark, president of Draperies & Window Coverings magazine, "This coordinated industry-wide gathering is a noteworthy and welcome event for exhibitors and attendees. It's important because it brings greater unity and direction to a sometimes-fragmented market and business arena. All those associated with the home fashions industry can use this occasion, not only to shop and learn, but also to start a new record of growth and progress for a dynamic industry for decades to come."
John J. Lichty is a consultant and senior editor for Draperies & Window Coverings magazine. He has more than 30 years experience in the planning and administration of various consumer, trade and retail advertising programs.
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