From the trade fair to the stores …


IAW all set to go with a broad product range and a first-class supporting program

Europe’s leading trade fair for orders of promotional products, trend-led merchandise and volume sales is gearing up for business. The IAW will be taking place in Halls 4.2 and 5.2 at the Cologne exhibition centre from 17-19 September 2013. Featuring 300 exhibitors from 20 countries, this leading event now offers more product diversity and a higher level of international participation than ever before. What’s more, the IAW will be complemented by a topical, high-calibre supporting program.

 “The trade is facing major changes”, reports Aline Eckstein, department head at the E-Commerce Center in Cologne: “Digitalization and integrated mobile end equipment have revolutionized this sector.” For example, in 2012 online trade in Germany already achieved a turnover of 33 billion euros. According to the report of the market research organization IFH this represents almost 15 percent growth in the volume of online sales compared with the previous year. Experts at IFH predict further growth in the volume of the market this year. Aline Eckstein, who will be speaking at the new forum at the IAW, believes that this trend makes it all the more important for the trade to respond with innovative concepts.

In view of these changing conditions, the IAW in September will feature a first-class program of lectures geared to precisely this area of interest. The IAW Trendforum, the zentrada Forum and the new forum are three specialist events that will address the burning issues facing the trade. The digitalization of the trade and the resultant challenges and opportunities will obviously form a focus of attention. An impressive line-up of high-calibre speakers such as Elmar Fedderke, managing director of Walgenbach GmbH & Co. KG, Kay Lewinsky, renowned business coach and corporate trainer, Stefan Grimm, managing director of GKS GmbH / and Aline Eckstein, ECC Cologne (a department of the IFH – institute for trade research – in Cologne), will provide a wealth of firsthand know-how, an informed market overview and valuable practical advice.

The pronounced international profile of the event will add to the flair of the next IAW. After all, no fewer than 50 first-time exhibitors will be taking part, including companies from as far afield as Canada (Fan Ink Limited and CLT Intern.), India (Dream Collections), Tunesia (Graffiti Artdesign SARL) and China (Lemex Allshine Co., Ltd). Each of these exhibitors will enhance the rich array of products from countries across the globe. The proportion of exhibitors from outside the host nation has now grown to around 30 percent.

Thanks to the diverse product range and informative supporting program, interest in the IAW is high – even before the gates are opened. German and foreign exhibitors have fully booked the 26,000 m² display area allocated to the central event in Halls 4.2. and 5.2. Likewise, the large number of tickets ordered suggests that the event will be a resounding success. With the help of an extensive list of exhibitors and an interactive hall plan of the IAW – both are accessible online – trade visitors will be able to plan their trip to Cologne very carefully. There is every reason to expect that this international trade fair for retail promotions and imports will prove an absolute hit among visitors and exhibitors alike. It is the leading event for retailers and resellers, not least because it comes at the right time for the important Christmas trade and offers trend-led articles and great promotional products which bring customers into the stores.

The IAW-Newsletter

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