As a fashion guru with a Master’s of Science in Fashion Psychology and a passion for B2B marketing, I’ve come to realize how crucial the trade show culture is to the fashion industry. Understanding the psychological underpinnings of the motivations and behaviors of buyers is key to unlocking the true potential of the market for businesses and buyers alike.
Trade shows are often perceived as high-energy marketplaces where transactions are made and deals are struck. Yet, a closer look reveals a fascinating insight: 67% of buyers attend trade shows without the immediate intention of making a purchase (Borghini, S., Golfetto, F., & Rinallo, D., 2006). This statistic may seem counterintuitive, but it highlights the profound and multifaceted reasons that drive buyers to these events.
Organizational Buying Behavior vs. On-Going Search
The majority of trade show attendees engage in what is known as “on-going search” behavior — information-seeking activities unrelated to immediate purchasing requirements (Bloch et al. 1986). This means that they are constantly searching for new information, inspiration, and connections that might influence buying decisions in the future. The exploratory process of the on-going search transcends that of organziational buying in that it requires exhibitors to create an atmosphere that is not only informative and transactional, but also inspirational and memorable.
With that being said, I’ve narrowed it down to five main reasons buyers attend trade shows, other than, well, to buy.
1. Community and Idenitity
Trade shows foster a sense of community and shared identity among attendees. In psychology we call it “collectivisim” — a termed coined by Dutch psychologists, Geert Hofstede, in 1980 to describe a worldview in which social behavior is guided largely by goals that are shared by a group. Non-buying buyers attend trade shows because it is a part of the buying culture. Almost like a tradition — trade shows are cyclical events that bring people together, reinforcing collective values and providing a sense of belonging. The collective experience is fostered through a shared purpose of discovering new products, networking, and gaining industry insights. This common goal creates a sense of community among buyers, who, despite coming from diverse backgrounds and companies, find unity in their professional pursuits. Consequently, trade shows become more than just marketplaces; they transform into hubs of communal learning and group advancement, where the collective identity of buyers drives innovation and industry progress.
2. Presence and Reassurance
For any societal group, just being in the room where events or gatherings are happening that are unique to your group is enough to evoke a sense of belonging. Simply being in the vibrant atmosphere of a trade show allows buyers to stay connected with the pulse of their industry. It also can be reassuring and reduce cognitive dissonance (here comes another psychological definition). Cognitive dissonance refers to the conflicting thoughts we have about our decision making skills when we think we make a good decision, but it actually turns out to be a bad one (Festinger, 1957). This term is significant when it comes to consumer’s buying decisions, but that’s another article for another day. In this case of trade shows however, the buyer’s existing knowledge and decisions are reaffirmed, offering a sense of validation and confidence.
3. Inspiration and Relationships
Trade shows are a fertile ground for inspiration, offering buyers a unique opportunity to see the latest products, technologies, and solutions firsthand. This exposure sparks new ideas and innovative approaches that can be implemented in their own contexts, fueling creativity and strategic thinking. Attending trade shows helps buyers build a repository of knowledge crucial for future decision-making, ensuring they stay ahead in their fields. This ongoing education coupled with human interaction is vital for fostering innovation within organizations. By engaging with experts and participating in discussions, buyers can deepen their understanding of specific sectors, enhance their personal skills, and bolster their reputation for expertise. The ability to maintain and create new ties at trade shows not only strengthens their professional network, but also encourages an exchange of ideas and experiences that serve as a catalyst for creativity and progress.
4. Sensory Appeal and Emotional Connection
Vision is the primary sense invovled in fashion, but all of our senses are important to the way buyers interact with textiles and apparel. (And yes, that includes taste— I mean who wouldn’t want to indulge in tasty d’oeuvres while strolling the market floor?) But besides the food, the tactile experience of handling products, speaking directly with vendors, and observing demonstrations engages buyers' senses in ways that virtual interactions cannot match.
The opportunity to touch and feel fabrics allows buyers to connect with products on a deeper level. Speaking of deep level connections, emotion can also be mentioned as a powerful driver in buyer behavior. WGSN’s Future Ideas predicted that for 2023 and beyond, individuals will be looking for products, activities, and environments that help them better manage and enhance their moods for their own well-being. Successful trade shows harness the power of storytelling to forge emotional connections with buyers and utilize sensory interaction to translate perceived quality and comfort. Although buyers may not intend to purchase at that moment, Leveraging these factors may heavily influence future purchasing decisions.
5. Liminality, Renewal, & Reconnection
Finally, these events are marked by unparalleled opportunities for buyers to be renewed and reconnected to various aspects of the industry. Whether it be due to finances, the economy, or the society, every business will experience hard and slow times. Trade shows serve an indicator that there is still hope for better days. Beyond networking, trade shows often symbolize a transition from these challenging times to periods of recommencement and innovation. They represent a liminal space where professionals can step away from routine and immerse themselves in new opportunities and growth, marking a passage into a phase of revitalization and creative exploration within the apparel industry.
For the 67% of buyers who attend trade shows without the intent to purchase, the value lies in the rich tapestry of experiences, learning, and connections that these events offer. By understanding and embracing these motivations, both organizers and exhibitors can create more meaningful and impactful trade show experiences. In doing so, they not only enhance the immediate value of the event but also foster long-term relationships and future business opportunities.