Founders Frederick Bouchardy, Jeff Lawson, and Ulrich Lang provide elegant structure to the international marketplace with ELEMENTs, a global fragrance, beauty and design show held in New York, Las Vegas, Dubai, London, and Tokyo. Five years after their first show, the founders are continuing to share their expertise with industry innovators.
In an interview with co-founder Frederick Bouchardy, Fashion Mingle asked him to share his secrets for a successful trade show:
Merchandising – The best way to attract buyers to your booth is to have a “clean and clear display,” said Bouchardy. He also recommended being a knowledgeable salesperson with a personable demeanor.
FAQs of Buyers – Getting down to the brass tacks of business, buyers want to know these two things according to Bouchardy: “Where are you distributed, up until now? Can we have an exclusive?” If you are able to provide exclusive items in bountiful quantities, you have aligned your brand with success.
Strengthen Relationships – Bouchardy recommends creating strong bonds with the buyers. “Make contacts. Consistency, preparation and post-show follow up are key,” he says, “It is a mistake to assume that everything will happen on site. In fact, many of the best accomplishments come down the line.”
Preparation – Prior to the show, industry professionals must prepare to not only make lasting business relationships and be able to answer questions, but have the complete package when promoting and selling their brand. “I cannot stress enough the importance of preparation—samples, materials, booking appointments,” stressed Bouchardy.
More Information about Elements
ELEMENTs is the fragrance marketplace’s epicenter of “classic designers alongside exceptional newcomers”. Designers such as Bond No. 9, Dita Von Teese, Anthony Logistics, and Odin, have showcased their fragrance and beauty products at Elements. Expect to meet buyers from Net-A-Porter, Barneys New York, Henri Bendel, and Saks Fifth Avenue at the next edition of ELEMENTs, February 15-17, 2016 in Las Vegas and February 21 – 23, 2016 in New York City.
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Gerilyn is a professional writer who edits and writes news stories for Fashion Mingle. Having studied fashion and consumer sciences at Texas State University, she seeks to educate readers about this evolutionary art form's historical and cultural impact. When she is not helping local businesses expand their social media presence and marketing efforts, Gerilyn spends time collecting Milan Kundera hardcovers and creating original artwork.
