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Advertorial: 4-kiz.eu opened its doors for the first time in January 2009. Since then, the order fair has been regarded as a popular meeting place for the baby and children’s fashion industry. Euromoda Center Manager Dirk P. Goeldner talks to the Luna Journal about how the B2B platform for baby and children’s fashion has established and maintained itself as a successful order platform on the market.
This year you are celebrating your eleventh anniversary with the 4-kidz.eu order fair. How did you manage to establish yourself over the years?
Euromoda Center Manager Dirk P. Goeldner: Euromoda was opened 25 years ago as one of the largest, most modern and functional fashion centers in Europe. It is characterised above all by the fact that it was designed in partnership with the tenants. Thanks to our central location in the middle of Europe, directly adjacent to BeNeLux, we now have the largest range of Kids Fashion Showrooms in Germany. To this end, we have successfully expanded the Kids Fashion Center on the 4th floor with more than 30 tenants.
There are the 4-kidz.eu order days twice a year and the 4-kidz.eu festive once a year. What is the difference between the two order fairs?
First of all, it should be said that the 4-kidz.eu Children’s Fashion Order Days originate from the regional trade fair trade principle. This form of distribution has established itself in Germany over the years. With our special Euromoda location possibilities and infrastructure, we offer a combination of fixed rentals and exhibitors. In total, more than 5,000 sqm of gross exhibition space.
Every year in January and July we have our main order days, at which our brand manufacturers and exhibitors present their new SS and AW order collections. In May the presentation of the festive children’s fashion, communion and confirmation collections of our “white fashion manufacturers” will also take place very successfully. The second largest and most relevant industry event in the German market.
Which target group would you like to address with the order days?
Our core target group is, of course, German specialist retailers and specialist buyers from corporations, fashion and clothing stores. For years, we have also noticed an increase in purchasing from the area of digital goods trading. One advantage is certainly that many leading companies have already had a company headquarters and warehouse in our Fashion and Business Center for years.
Exhibitors include international and national companies. Which well-known brands will be represented at the 4-kidz.eu order days?
The specialist trade knows that they can get a complete market overview of over 200 Kids Fashion brands from us. In the run-up to the 4-kidz.eu Children’s Fashion Order Days, we will inform all specialist retailers about various marketing activities such as exhibitor catalogues, digital exhibitor and brand entries, e-mail newsletters, etc.
What do you expect from the coming order days in July?
4-kidz.eu is the number 1 children’s fashion fair in West Germany (Greater NRW area). Today we not only see the continuity of the successful order business of our exhibitors, but also continue to perfect the interplay of ambience, service and communication – factors that contribute to making creative ideas for the future possible. We will and will continue to adhere to this model of success.
What services do you offer your visitors?
On both order days the free catering offer (breakfast, lunch, cake) was once again enlarged and expanded. You will find the catering area on our 5th floor in the outdoor area A507-508.
You can park safely and free of charge in our underground car park under the Euromoda main building. From the dry-footed underground car park, you can use the lifts to get directly to the KFC Kidz Fashion Center on the 4th floor and the
Exhibition forum on the 5th floor.
From now on, all our trade visitors, tenants and exhibitors have access to a free W-LAN network in the Atrium and Exhibition Forum.
From which countries did the most visitors of the last Order Days edition come?
As expected, our trade visitors come from the federal states of NRW, neighbouring Lower Saxony, Rhineland-Palatinate and of course BeNeLux. Due to the market situation that the Kids Now from Wallau no longer exists, we were able to record increased growth from Hessen and Saarland.
How important is sustainability to visitors?
Nowadays, sustainability is an increasingly important topic.
As far as the sustainability of the materials used is concerned, we can see that we are generating growth for exhibitors here and that our product depth and range are increasing as a result. The specialist trade certainly has opportunities to make good sales here. The collections and products can be found here in Neuss.
I would also like to return here to a previous question. Due to its outstanding infrastructure, the high quality of the range on offer and the constant flow of new ideas, events and offers, the Euromoda Fashion and Business Centre in the middle of Europe has the effect that a shopping trip to other European, Asian and global locations is not necessary.
Are you planning to change your trade fair planning in this respect in the future?
Of course, we are keeping a very close eye on the purchasing behaviour of the specialist trade, the changed trade fair landscape and the changes brought about by digitalisation. Let me conclude by saying that the fashion landscape will always change. The Euromoda Fashion and Business Center and WIR are a building block of hers.
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Link: The 4-kidz.eu order platform is a popular meeting place for the baby and children’s fashion industry.
Image: Photographer Wolfgang Overmann, Fotostudio Overmann Düsseldorf.