Driving innovation for fashion retail buyers

LondonEdge

LondonEdge is a long-standing, world-renowned trade show which brings music, fashion and lifestyle exhibitors and buyers from around the world together at annual events in London and Las Vegas. It’s the only trade show on the planet which exclusively showcases new sub-culture collections and youth culture designers. It gives buyers the chance to engage directly with the key players and market-makers in youth culture, music, lifestyle, fashion and body art.

The Challenge

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LondonEdge wanted to create a platform which would bridge the gap between exhibitors at the trade show and buyers around the world, all year round. Rapid advances in digital technology have led to buyer numbers dwindling at trade shows. Although LondonEdge has the market for alternative lifestyle and fashion cornered, connecting its exhibitors with buyers remains a challenge, which only a digital solution could resolve.

Digital Growth Programme Solution
We provided grant funding of £6,500 towards a total project spend of £16,000 to create LondonEdgeNow, a bespoke new digital platform which creates a real-time virtual trade show online. While trade shows are still key, a higher percentage of sourcing merchandise is now done online between shows. LondonedgeNOW provides designers, manufacturers, wholesalers and agents with a purpose-built digital showroom from which to sell their collections. It allows alternative and lifestyle store buyers to source, view and order multiple collections via one single platform, all year round.

The Impact
The site was launched 18 months ago and since that time, the LondonEdge team has been building a critical mass of both exhibitors and buyers to prove its commercial viability. Since launch, 45 exhibitors have signed-up and use the platform to showcase more than 4,500 products between shows.

In addition, more than 200 buyers have subscribed to the platform, from a wide range of places including the US, Australia, South Korea, Spain, Portugal, France, Italy and Scandinavia. It relaunched in March 2019 as a fully-commercialised digital platform and LondonEdge has recruited a new member of staff responsible for driving the platform forward and developing its commercial potential over the next 12 months.   

Client Testimonial

LondonEdge Founder Carole Hunter said: “Our sector has undergone massive changes in the way people buy in recent years. Most of the business used to be done at trade shows, but the internet has changed that to such an extent that now most sourcing and buying is done online.

“LondonEdgeNow gives us the ability to bridge that gap and provide our exhibitors with access to an engaged audience of relevant retailers which are already connected with the LondonEdge brand.