From 3 to 5 November, the FIT 0/16 baby and children’s fashion trading platform took place in Brazil, São Paulo. The international order fair for children’s fashion recorded a trade visitor growth of 9% compared to the previous year. National and international participation increased by 40%.

The baby and children’s fashion platform FIT 0/16 takes place twice a year and has established itself as the most important order fair in Brazil. The trade fair format has been running under the direction of Koelnmesse since 2015 and has been successfully expanded.

“Our trade fair concept has been confirmed by lots of positive feedback and a significant growth in the size of the event. For the presentation of the fall/winter collection in salon format with a uniform booth design, we received very positive feedback from all those involved,” says Cassiano Facchinetti, CEO of Koelnmesse in Brazil, proudly.

Profitable sales

FIT 0/16 welcomed 3512 trade visitors from Brazil and Latin America to the 50th trade fair edition, with 94 Brazilian and international brands presenting their new products. In addition to local and international industry greats such as Animê, Calvin Klein Jeans, Inquérito, Petit Cherie, and Pituchinhu’s, international baby brands such as Aqueduck, Graco, Philips Avent, and Squeasy Gear also participated. Children’s fashion brands such as Ana Laçarote, Disnep, Fanyland, Letiti, Tampopo, and Tricôt Kids participated in the Fall/Winter edition for the first time.

According to the exhibitors and trade visitors, the anniversary edition was a complete success and led to good deals. Above all, the trading platform was praised for its profitable contacts:

“We have done a lot of business and made good contacts, the fair has been very positive. In previous editions, we had a lot of customers who did not always buy. But this time, the customers came and placed orders,” says Regina Manasieva, director of BeBaby and distributor ABC Design.

Creative Director, Livia Marassi Martins Moraes of Mini Lady was proud to see her customer database grow: “Although the Fall/Winter edition is smaller, we attracted the attention of our customers with the exclusivity of our knitwear line, which has a very special style. In each edition of FIT 0/16, we’ve expanded our customer database. This time, we grew our contacts by 60%.”

FIT 0/16

Big draw: children’s fashion shows

The fall/winter edition of the order fair offered a varied program for exhibitors and trade visitors. In addition to the deals business, the focus was on communicating the latest international trends. Future-oriented industry topics were discussed, and the coming trends of the season were presented on the catwalk. Visitors could see the key looks of the 2019 season from Arena Bureaux de Estilo in the Trend Space and in the trend panels of UseFashion.

Industry experts from fashion and sales held lectures and workshops on the topics: “Selling children’s products to fathers – as a new clientele” or “Tips for selecting the right sales personnel”. One of the trade fair highlights was the virtual tour through the model store from Sebrae – a non-profit organisation that promotes and advises small businesses and start-ups in Brazil.

Trade Fair Pair – with Pueri Expo

June 2018 will see the third round of the trade fair duo FIT 0/16 and Pueri Expo, the international trade fair for children’s equipment. Together, they cover a wide range of baby and children’s products for the Brazilian and South American markets. The Puero Expo 2018 has already leased more exhibition space than in the previous year.

To date, 173 brands have already confirmed they will attend the twin trade fairs. This includes exhibitors such as Burigotto/Peg Pérego, Chicco, Cybex, Dorel, and Trunki.

The trade fair pair achieved good trade business in May 2017 and offered the Brazilian and international brands a successful trading platform.

The next edition of FIT 0/16 Edition Spring/Summer and Pueri Expo will take place from 7 to 10 June 2018.

Image: Koelnmesse GmbH