Interview with Michael Scherpe

Face2Face
Michael Scherpe
Michael Scherpe
Board President/CEO
Messe Frankfurt France
Messe Frankfurt France

Tell us something about Avantex and Avanprint trade shows of Messe Frankfurt.

Avantex was born in September 2015.  I've just got the willingness of the entire textiles and apparel industry to gather with technologies and technics. Suddenly, fashion has a strong taste for innovation, because with all the digital devices the consumers are seeking for new requirements in the textiles, apparel or accessories markets. Avantex covers all the industry from materials and components to smart retail without forgetting clothes and prototype studio. 
Messe Frankfurt France has taken steps so that the heads of collections and designers are offered solutions that are at the forefront of innovation for clothing and fashion accessories. In September 2016, the show was expanded with the addition of an agora for lectures, the aim of which is to promote and facilitate dialogue about the huge strides in development of high-tech fashion.  

I must say that this programme of lectures and conferences are the real plus points of the fair. Engineers and designers don't really know each other; they don't have the same rhythm as one is slow and the other super-fast. They need to learn more from each other and find a common goal. That's why those add-on services are quite important at Avantex. The show is really taking the industry ahead.

Avanprint was created in February 2015 and its main goal was showing the innovation in digital print and 3Dprinting for the apparel market. The arrival of Avantex has modified the concept. The NellyRodi agency we worked with on this conception, advised us to incorporate Avanprint in Avantex. Avanprint will follow its own route in the Avantex's offer.

As digital textile printing is one of the fastest growing segments within the textile industry, what according to you are the future prospects of Avanprint?

Yes, it is indisputable. However, this development runs faster in the home textiles sector than in the apparel industry. But of course, we will still carry on to take care of the new developments in the printing business for our trade fair in Paris.

How has the online communication and virtual technology impacted trade show business?

Virtual and digital technologies are very efficient, I would say more on the communication level as telephone, telefax and TV were at that time. These technologies lacked something substantial as they can't transmit tangible items. People need to confront reality to have a concrete feeling of the context they are working in. Trade fairs are essential as they gather products and consumers in a collective dynamic. With this in mind, we are all using those modern devices of communication because they allow an accurate analysis of what's going on. It has impacted us in a good way; we are keen to promote our products to exhibitors and visitors. We can also communicate more precisely to our targets; we can 'customise' our communication. We are also quicker to see what the consumer needs, what the market has to tell us. I think that personalisation will be a very strong demand of the market in the years to come. And this will only be possible with virtual technology. This is growing and changing quite rapidly, and at Messe Frankfurt France we are very eager on this matter and are focusing on that.(CC)
Published on: 14/07/2017

DISCLAIMER: All views and opinions expressed in this column are solely of the interviewee, and they do not reflect in any way the opinion of Fibre2Fashion.com.

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