The Footwear Club

by Janusch Krahmer

Wilhelm Niedergöker, managing director of Messe Düsseldorf, on brand policy and customer focus taking the example of GDS, the world's No. 1 shoe fair.

"In 2003, exhibitors and visitors are even more particular about the services trade fair organisers offer. Competition is getting tougher, becoming increasingly cut-throat. National and international venues are wooing customers more fervently than ever. In difficult times like these, we must flex our muscles to make our strengths even more apparent."

"GDS is consistently doing just that. We have redefined GDS's brand values and backed them up with solid offerings. In future, we will offer all market players the frame of reference they demand, even more so than before. We are also aware that we must delight them with new concepts and added value. After all, trade fairs are not just commercial events; they're emotional experiences."

"I am certain that in the end, the best quality always wins - on all points of the compass, in each market and every segment. Trends and collections may come and go, but we will always have to rely on intelligence and skill to anticipate moods and market changes and to translate them into services in tune with demand. We remain unparalleled in this regard. The GDS name will stand for even greater customer benefit, sustainable exhibitor and visitor solutions and, ultimately, more for money."

"Our quality pledge - as regards the brand values discussed above - offers something people need, especially in tough times: a bright outlook for the future. We will never cease striving to do even better!"

"Our brand value of commitment to providing a frame of reference is the product of careful analyses aimed at offering customers support they can truly count on. In an increasingly rapid-fire market such as this, our customers expect specific guidelines. Who better than the market leader in this sector give it to them? We have created an extensive programme devoted to providing orientation for GDS customers and to delivering real results. Our happening Plazas coming in September to Halls 4, 6 and 12 are a perfect example of just how we provide this orientation. Here's where customers will find additional trend information up close and personal."

"Our vision is to make life easier for the shoe industry, and this is how we will measure our success. GDS can look to the future with great confidence. Tougher competition is ultimately good for us since our clear competitive edge is the result of discerning visitors and exhibitors making smarter decisions. And quality is always the smartest choice."

Press Department, Messe Düsseldorf GmbH, Messeplatz, D- 40474 Düsseldorf, Tel. +49 211/4560-544, Fax +49 211/4560-87544}