Face-to-face is here to stay
The pandemic that has rocked every corner of the world is affecting companies and organizations, big and small, as they struggle to find their way back to normalcy and redefine how to conduct business.
While the devastating effects and aftershock of COVID-19 have been notable in most trades worldwide, the fashion and events industries have reached peak levels of concern. As any event organizer can tell you, finding innovative solutions to inevitable hiccups comes with the territory.
The “new normal” has provided trade shows with an opportunity to take a different approach to keep buyers and manufacturers connected. Partnering with technology and development providers is leading the industry to a new, computer-generated outcome. In essence, the pandemic has accelerated the incorporation of digital and virtual platforms for many industries, including events, simply out of necessity to keep the trade alive.
Organizations that have embraced technology before the pandemic hit have been the ones most agile to develop solutions to address the impending cancellations, postponements and declining sales plaguing the market. Pivoting to the use of these digital solutions provides a platform to help trade shows and events continue to cater to exhibitors, speakers, patrons and attendees. A virtual program cuts costs for exhibitors and makes it possible to reach a much larger audience without the physical limitations of a facility.
This summer, Texworld USA, along with co-located shows Apparel Sourcing USA and Home Textiles Sourcing, will bring their trade show and educational programming to the virtual stage.
“It was critical to our exhibitors and attendees that we shift our strategy to accommodate this unexpected disruption,” said Jennifer Bacon, show director, fashion and apparel. “We look forward to creating a platform for the textile-sourcing community to have meaningful interactions, engage in robust discussions and continue to cultivate relationships to further their business needs. Now more than ever, brands and retailers need to remain up-to-date on what’s coming, what’s new or trending and what’s relevant.”
So far, retailers and brands are looking ahead to see what’s next. While a technological approach may provide relief in an uncertain time, face-to-face interactions are the preference for most and a key driver for the events and fashion industries. The ability to see and be present with the people you are doing business with is a critical part of the process. Today, communication methods come with the push of a button — they’re easier than ever! Yet, the majority of business professionals consider face-to-face communication vital for long-term business relationships and successes.
Where does this leave us moving forward? Do we stay in a virtual field of technological advancement that we have entered into swiftly, or do we revert back to our traditional, more comfortable methods?
“We have long been looking at different ways to reach those attendees who are unable to travel to our events,” said Bacon. “The onset of COVID-19 has pushed our long-term strategy into a short-term solution to ensure that Texworld USA, Apparel Sourcing USA and Home Textiles Sourcing Expo will continue to fulfill our mission to connect the sourcing community. This solution will never replace our need for face-to-face interactions. It is our belief that like many companies, the virtual options simply open the door to expand our reach.”
Face-to-face meetings are more often viewed in a positive tone and provide a comfortability and understanding that cannot be generated online. Tone, expression and sentiment are genuine takeaways from in-person experiences, and these takeaways are crucial to all parties involved in business relationships. Essentially, this leaves us with a hybrid option to move forward.
“We are aiming to make the visitor experience similar to the physical show by providing various opportunities to do business,” Bacon continued. “Features such as artificial intelligence-powered matchmaking and a strong educational program allow us to integrate opportunities for face-to-face (or screen-to-screen) networking. Visitors of the platform will be able to connect through the video chat features, supporting the human desire to build business relationships with people we can see.”
As we continue to blindly navigate the future, we can reflect on the positive teachings of the time we have been isolated from normalcy. There is one thing that we have undoubtedly learned: people don’t just need people, they want people.
The connection to each other is a formidable one. It will take all of us to work together and rebuild our businesses, reopen our doors and bring stability back into the industry. Physical connections remain a key ingredient to this success. The future is changing, but the message is clear: the new normal will always include face-to-face.
