Tracht & Country: spring edition 2018:
A continued show of strength
SALZBURG (8th March 2018). Considering this trade fair serves such a specialised market segment, the figures are doubly impressive! 265 exhibitors from 8 countries occupied 12,500 square metres of floor space in six halls at Messezentrum Salzburg, and welcoming 3,642 trade buyers and dealers from Europe and overseas. The spring edition of the Tracht & Country 2018 is the show that achieved these results, traditionally being staged by Reed Exhibitions as the world’s leading trade fair for alpine lifestyle attire. All the latest items and collections for the autumn and winter 2018/2019 season were showcased on the 2nd – 4th March. From the very first day of the spring Tracht & Country show there was a tangible continuation of the positive atmosphere experienced at the Pre-Show Tracht & Country Premiere in January. The mood of celebration was hard to ignore, since the show in the autumn at the end of August will be the 100th edition of the Tracht & Country trade fair.
The 99th edition of this classic Salzburg trade fair has now been and gone. Nevertheless, at every edition the seamless creative forces of renewal in alpine lifestyle fashions never cease to be infused into the confidently stylish and familiar aura of the Tracht & Country. One fountain of eternal innovation is the fusion of established brands, classic looks and daring modern interpretations – with the unconventional approaches of the industry’s newcomers. This blend continues to be extremely well received, as was reflected by the unbroken flow of positive feedback from visiting domestic shop-owners, and from trade buyers from all over the world. This is very probably Austria’s most international trade fair, as over 50% of the specialist traders and buyers attending the show come from outside Austria. The majority of guests at this show came from Germany, although several also travelled from Italy, France, Belgium, Switzerland and the Scandinavian countries – some even arriving from overseas, the USA, Canada and Australia. Cooperation with the Austrian chambers of commerce’s foreign trade organisation, the AWO, was invaluable in this regard. Once again, Reed Exhibitions supported the presence of international customers with a special ‘hosted buyer’ programme.
2018 Tracht Rookie award goes to Kaiserliche Liebelei
The spring 2018 Tracht & Country show also gave new designers and manufacturers the opportunity to show off their products to domestic traders, foreign dealers and buyers at the special ‘Home of Alpine Lifestyle’ section. This chance was seized by 24 new labels.
The Tracht Rookie Challenge again gave new designers and undiscovered talents a chance to present their newly-designed items to a specialist international audience for the fourth time. These participants were present at the booths in hall 1 during the show to discuss their work and collections, and also showcased their output at the daily rookie fashion show. Trade visitors were invited to provide their opinions on who were the most promising and talented designers. The main prize: a picture with 6 models at the ‘Trend Fashion Show’ at the 100th edition of the autumn 2018 Tracht & Country – and the designer is to be featured on www.trachtenbibel.at. The winning Tracht label was ‘Kaiserliche Liebelei’, a brand founded by the young designer Daniela Maier from the Esternberg area of Schärding in Austria.
Popular regular features: Fashion shows and the industry evening
The twice-daily in-fair fashion shows in hall 1 are a regular feature of the expo event schedule. This time each one placed up to fifteen labels in the spotlight. Another event all guests look forward to is the Tracht & Country evening, and industry get-together at the end of the first day. The 450 guests were visibly pleased by the easy-going mood that again underlined the legendary status of the Tracht & Country exhibitor evening.
Climax of the jubilee year just down the road
“The autumn edition of the Tracht & Country at the end of August to the beginning of September marks the 100th edition of the event. In this special year, everyone is asking where the sector is heading”, explains Category Manager Wilfried Antlinger (Mag.): “The expo claim: ‘Home of Alpine Lifestyle’ shows us all the way forward. Our task is to create a platform for the segment that focuses on the creation of a stage for sophisticated alpine lifestyle looks. We consciously chose an English phrase to underline the international status and the standards expected of the event. The Tracht & Country is the place to be.”
The next exciting dates for this segment are the 17th and 18th of July 2018, when the pre-show Tracht & Country Premiere will be held at brandboxx Salzburg. Then, from the 31st of August until the 2nd of September, Messezentrum Salzburg will be hosting the focus event of this anniversary year – the 100th edition of the Tracht & Country trade fair. (+++)