The History and Sociology of Trade Fairs
Article by Rob Colbourn
Trade Fairs also known as trade shows or exhibitions or ExpoÂ’s are large events wheremanufacturers and businesses converge in one large venue or area to showcase and previewcommodities and products which they supply or make.
Trade shows generally focus on one particular area of interest; and these themes can range fromboats and cars to horses to clothes to comics to electronics, basically if there is a market for it, thenthere can be a trade fair devoted to it.
Trade fairs are generally solely open to industry professionals and the media, who are then able topresent them accordingly to the pubic. However, some trade fairs are also open to the public, andsome open to the media and industry initially, then the public, to maximise their selling potential.
Trade Shows date back to medieval Europe, and the grassroots of capitalism. Starting in aboutthe 12th century, merchants (or traders) would travel from city to city all across Europe to meetwith others exchange ideas and goods and sell to the public. This idea continued to develop andeventually became the huge trade shows that we know today.
In the UK today, there are a number of shows which cater for industry and the media, the public orboth. Here are some very different examples:
The Ideal Home Exhibition – This is one of Britain’s oldest and longest running trade showsand is open to trade, the media and the public. It showcases everything to do with the homefrom decorating to gardens, and comes with many themed sections, including interiors, homeimprovements, gardens, gadgets, food & house ware, shopping and woman.
It is held every year in March at Earls Court in London, which is where most of the larger trade showsin the UK take place.
2011 seeÂ’s the Ideal Home ShowÂ’s 103rd annual event, and it is as popular as ever with tens ofthousands of visiting public, many celebrity guests and an appearance from HRH Prince Charles.
The Clothes Show Live – The Clothes Show Live takes place at the NEC in Birmingham, which isanother popular UK trade show venue, for the last two years it has been held at London’s EarlsCourt, but 2011 see’s it return to its original home. Held in December every year, it started as atrade show associated with the now defunct Clothes Show magazine and television series.
2011 will see its 23rd year, itÂ’s been running since 1989, and it will continue to feature a plethoraof celebrity endorsements, including tips and shows from the likes of Gok Wan, Caryn Franklin (exClothes Show TV presenter) and Lucie Jones (X Factor contestant turned successful model). It isaimed at a public audience more than trade or media, and many stalls sell end of line top designs atknock down prices.
Marketing Week Live – Marketing Week Live is an industry themed trade show which focuses onshowcasing marketing companies, strategies and products, across the board from traditional to online marketing.
It is highly regarded and attended within the industry; and is help annually at Olympia in London,another large venue popular with trade shows.
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