We have had for some time a highly successful and recognisable brand for menswear trade shows – AIMEX, which has given those shows an identity and allowed us to generate awareness in the trade particularly when targeting non-members.
However, we hold far more fashion shows in other sectors and these were not benefitting from a cohesive umbrella for marketing and PR purposes or a strong visual presence online and at the shows.
In conjunction with Paula Fowler and the fashion team we have created the INDX concept and branding in house. Paula comments “These shows will be a must in the annual show calendar which, with their particular focus on Independents, will give fantastic opportunities for buyers to meet new and established Brands interested in doing business with them” and goes on to add “in our commitment to the independent trade, INDX shows will aim to be exciting and innovative in their presentation and mix of exhibitors, consistently evolving to keep ahead of an ever changing and competitive market.”
Overall, INDX is shorthand for Independent Exhibitions but will be suffixed by the relevant show title and will also be distinguished by colour and different imagery relevant to the various shows.
The first expression of this was at the A/W13 Womenswear show but will now continue for all relevant shows throughout the year. This was well received and seen as a big step forward as a professional representation of AIS to members and general trade buyers in the manner of other established trade shows. By the time of the conference many of you will have also seen Intimate Apparel and Accessories. AIMEX itself will also move under the INDX name from the July show onwards.