The organisers of Copenhagen International Fashion Fair (CIFF) have concluded that the fashion industry is not ready for its traditional trade show in August in light of the coronavirus crisis, but a new format is being launched called “Elevated Order Days” – to be held at CIFF Showrooms on the same dates as the show was planned, 9-12 August, 2020.
In a statement released today, the organisers said that Elevated Order Days will still “give brands and buyers the opportunity to meet while respecting the health and safety guidelines.”
The statement also reads: “The Danish health authorities authorised tradeshows with thousands of participants at the end of May. However, after several weeks of dialog with our peers, we must conclude and accept that the fashion industry is not ready for CIFF as we know it. We have therefore decided that CIFF in the format we know, will take place in February 2021 – progressive, innovative, international, and focused on relations, and with sustainability on the agenda.
“We will host Elevated Order Days by CIFF at CIFF Showrooms on the first and second floor, which means that some of the brands you usually see at CIFF will be showing their collections at CIFF Showrooms. As usual, meetings between brands and buyers is our top priority, and Elevated Order Days by CIFF will be no exception.”
Dan Vejen Andersen, director of wholesale at regular CIFF exhibitors, Masai clothing from Copenhagen, comments: “The most important task is building a bridge between ‘before’ and ‘after’ and I am of course referring to the coronavirus crisis.
“Despite the fact we are still in a crisis situation, we must act. Elevated Order Days supports the fashion industry and we should do the same. We really need to go out again and meet the customers where they are. You only realise how important the physical meeting is when it is missing, and the direct contact with your customers can never be underestimated. With Elevated Order Days, CIFF is showing the will to find other solutions, think in different terms in challenging times and also consider suppliers like us. We are looking forward to it.”
The organisers also recently announced the launch of the show’s new digital platform, CIFF Digital, in partnership with online fashion sales platform Traede.
From SS21 onwards, CIFF and CIFF Youth exhibitors will have the opportunity to provide their own digital showroom in order to strengthen their exposure and reach more buyers. Meanwhile, buyer experience while researching brands online will also be enhanced.
The next CIFF fashion fair in its regular format is scheduled for 2-5 February, 2021, for the AW21 buying season.