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What is the future for trade shows?
The debate about the relevance of the trade show format had been raging for years before coronavirus all but cancelled the last two seasons in their traditional format. Will they ever return?
Pitti Uomo, autumn/winter 20
Usually, at this time of year, the fashion retail industry hits the road and takes to the skies. Buyers and brands flit between trade shows in a bid to find the next hot brand or to sign up orders for the new season.
Instead, exhibitions in the UK, Europe and beyond are being postponed, cancelled or transformed into virtual incarnations for a third season, as large-scale events remain banned under strict coronavirus restrictions.