INDIAN SHOE BAZAAR - Fairs:Helsinki International Fashion Fair

Upcoming fashions interest both consumers and the trade...
Helsinki Int'l Fashion Fair & Shoe and Bag Fair
( 26-28 January 2002 at Helsinki, Finland)

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Press release 30 January 2002

Helsinki International Fashion Fair & Shoe and Bag Fair at the Helsinki Fair Centre

Upcoming fashions interest both consumers and the trade - 18,292 visitors over three days

The biggest fashion event in Scandinavia, Helsinki International Fashion Fair & Shoe and Bag Fair, enticed both consumers and members of the trade out in droves on 26-28 January 2002. Now held for the fourth time, the consumer day attracted 10,187 fashion fans to the Helsinki Fair Centre, to see what lay in store for them this spring and summer. The trade days looked further ahead, to next autumn and winter, displaying the future trends in fashion, footwear, bags and accessories to over 8,000 people with a professional interest.

Saturday 26 January was consumer day and the Fair issued an open invitation to spy out the forthcoming fashions and trends and see what will be worn this spring and summer. The fashion shows, info spots and stand events were a fund of ideas and tips. The Fair also featured several showy joint venues: Model & Beauty World, Gold Street (put on by the Finnish Goldsmith Association), lingerie (by Nimettömät), Fashion Fur Sure, and Street Fashion, all of which drew a big audience.

Record attendance at fashion shows

In the space of one day the big Spring/Summer 2002 Trend Show was seen by about 7,000, the star of the show being the charismatic Veeti renowned for his magnificent voice. The cute Kids' Fashion show complete with Rölli of film and TV fame, and the jaunty Street Spirit fashion show focusing on young people also pulled in large crowds. Olympic fever was raised among the Finns by a show presenting the official outfits to be worn by the Finnish team at the Salt Lake City winter Olympics, in a zippy, entertaining Programme presented by athletes and professional models.

The Trend Corner was extremely popular; during the consumer day hundreds of listeners received information not only about the latest trends but also on dressing in style for business and the effective use of accessories. Make-up artist Raili Hulkkonen gave practical advice on beauty enhancement, and "head manager" Pirjo Honkanen-Rouvinen from Point encouraged her audience to try a new hair style.

Laila Snellman, head of the Paparazzi model agency, handed out sound advice to dozens of girls and boys dreaming of a career as a model and was virtually mobbed by an enthusiastic crowd the moment she left the platform.

The individual exhibitors also ran a variety of stand features: fashion shows, artists Finnish and foreign, quick make-up jobs, colour analysis, model casting, shoe polishing, and competitions of all kinds. With so much to see and do, it is hardly surprising that visitors spent hours at the Fair. According to a preliminary survey by Gallup-Media, 41 per cent of the consumers spent from two to three hours at the Fair and 38 per cent more than three hours.

Trade focus on autumn and winter

The trade days on 27-28 January looked ahead to the fashions, shoes, bags and accessories for autumn and winter 2002-2003 and put buyers in the picture about the season's trends. The Autumn/Winter 2002-2003 Fashion Show coordinated by Johanna Salovaara gave an all-round survey of the exhibitors' forthcoming collections. The shows devoted to children's and young people's fashions were well received on the trade days, too.

Members of the trade likewise flocked to the Trend Corner talks; 86 per cent of those who took part in a Gallup-Media survey said they were satisfied with what the Trend Corner had to offer. The info spots by Johanna Salovaara and the briefings on shoe and bag trends by Leena Aro attracted large audiences. Professor Minna Uotila spoke about the evolution and future of fashion, and Ana Väänänen from the University of Art and Design Helsinki addressed the problems of trend predicting.

Sunday saw the publication by the Federation of Finnish Textile and Clothing Industries of a handbook giving detailed information on how to dress for both everyday and special occasions. Tarja Rantanen, designer and Managing Director of Andiata and winner of the Golden Hanger 2002, was also interviewed by Leena Sarvi at the Trend Corner.

The Helsinki International Fashion Fair & Shoe and Bag Fair at the Helsinki Fair Centre, was attended by 378 exhibitors from 12 countries. It covered 9,164 m2 of exhibition space and attracted a total of 18,292 visitors.

The next Helsinki International Fashion Fair & Shoe and Bag Fair will be held on 24-26 August 2002. Saturday 24 August will be open to the public at large and looking at the trends in autumn and winter, while 25-26 August will be reserved for the trade and will focus on the spring/summer 2003 collections.

Contact:

Ulla Perasto,
The Finnish Fair Corporation
tel. +358-9-150 9316, +358-50-376 0816,
e-mail ulla.perasto@finnexpo.fi
Website: http://www.finnexpo.fi