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A Fair to logically expand A Store for Antwerp retailers

May '09
A Fair has been a significant name on the fashion calendar for several seasons now. As part of upgrading the fair with regard to other fairs in the fashion segment and to make it an event with international attitude, the organizers of A Fair have created a unique event within the fair: A Store.

All fashion fairs have their individual character but in general the highly desirable luxury brands are conspicuous by their absence. Often retailers correctly remark that practically every fair shows the same brands while they want to be surprised continuously. A Store gives an idea of what will be shown and sold in international private showrooms and has “exclusivity” and “high-quality creativity” written all over it. A Store is a unique, innovative project which – as the name implies - is interpreted as a Floor of an international Department Store.

A selection of brands will show what they have in store by means of several Summer 2010 window installations within a specific atmosphere or within the brand's individual corner project. A splendid and impressive white cube-shaped space will accommodate the prestigious selection of A Store brands. All collections on display at A Store will be shown in the Antwerp Showrooms concerned. The participating high-quality level brands are contemporary and neither of them are present at any other fair in Europe, nor were they ever brought together in preview.

The organisers of A Fair do not want to pass over the retailers. The next A Fair edition (February 2010), A Store will logically expand this project to the Antwerp retailers who buy the participating brands. Their selection of the season will be revealed “in store” to consumers on the one hand and visitors of A Store and A Fair on the other hand. This elicits a unique interaction between the different segments of the fashion industry: between the brand or the manufacturer, the agent, the retailer and the consumer. This concept, unprecedented in Europe, is not to be missed!

A Store

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