Joie de vivre beats forests of fashion: A fresh approach and a new lounge are to enhance the new sense of alpine esprit at the fair. Will it work? An interview with fair manager Clara Wiltschke.
Inspiring new ideas & features at this year’s Tracht & Country
Text by Elisabeth Baumann-Rott, Content & Brand Manager Reed Exhibitions Austria
©Reed Exhibtions Austria / Marco Riebler
The Tracht & Country feel-good factor: This year, exhibition manager Clara Wiltschke is inviting visitors to enjoy a short alpine holiday in the expo halls.
Reed Exhibitions Austria: Mrs. Wiltschke, the latest edition of the Tracht & Country Salzburg aims to transform the venue into a ‘Home of Alpine Lifestyle’. How do you intend to infuse the spirit of alpine life into the emptiness of an expo hall?
Clara Wiltschke: (Laughs). Wait and see! At this year’s Tracht & Country we’re encouraging visitors to take a kind of short alpine holiday.
…with mountain huts, music and alpine fayre?
Wiltschke: More or less. The unique range of alpine lifestyle products provided by the exhibitors is ideally complemented by the new ‘Alpine Lifestyle Lounge’ in hall 3, where visitors can refresh themselves with a tasty drink, enjoy a chat and savour a few minutes of downtime away from the show.
You’re promoting the show on the ‘feel-good-atmosphere’ ticket. How do you intend to generate the right mood?
Wiltschke: It all starts with very simple things, like lounge music in all areas of the show. Plus, now use of exhibition space has been optimised, visitor orientation has also been enhanced – and this year we’ve integrated a chill-out zone into every hall.
Piazza Booth or Alpine Lounge?
Wiltschke: Exactly. These spots give visitors a chance to shut out the expo buzz for a moment and top up their energy levels.
Sustainability is now a central issue for the textile industry. How is the show making its own contribution?
Wiltschke: Are you familiar with the Innatex showroom?
Innatex is known within the industry for its ecologically sustainable textiles…
Wiltschke: This showroom provides an up-close, first-hand look at the latest trends in sustainability and ecologically-friendly methods. The autumn launch in 2019 was so successful that we simply had to continue to cooperate.
Is the introduction of Sasa Schwarzjirg to present the fashion show another fresh source of inspiration?
Wiltschke: Yes; but it’s also a sign that we’ve completely reconceptualised our approach – without giving too much away. As always, the fashion shows will be an absolute ‘must-see’ for all fashionistas and lovers of Tracht.
Are the rumours true that you’ve sealed a big deal with the influencer Viktoria Hutter (NB. 308,000 Instagram followers)?
Wiltschke: That’s right! Not only did Viktoria Hutter agree to make a guest appearance, she also offered her services for a prize draw. The lucky trade visitor has the unique chance to meet her for a joint Instagram post – to create digital ‘reach bait’, so to speak.
Talking of bait… We hear this year visitors around the fashion show will be able to pick up make-up tips.
Wiltschke: We’ve been able to acquire the trending US brand ‘IT Cosmetics’ for our Beauty Corner, so now visitors can take free advice, have a complete make-over or just freshen up their look. Another feel-good bonus!
Thanks for the chat!