Trade shows: an effective promotion tool for regional brands

Inlegmash 2021 featured the 5^th Russian Branding Conference on the role of the textile and garment industry in the development of the creative economy and image of Russian regions.

The event was moderated by Director of the Russian Chamber of Commerce and Industry Committee on Exhibition, Fair and Convention Activities Sergey Selivanov.

Development of Russian brands is one of the important factors in promoting goods and services, as well as the image of Russian cities, towns and regions.

According to President of the Russian Union of Entrepreneurs of Textile Industry Andrey Razbrodin, the importance of the brand in the Russian textile industry is somewhat underestimated. He also reminded that the Union had recently presented a number of programmes aimed at brand development, such as publication of a specialised magazine and a B2B portal for Russian manufacturers, cooperation on certification and quality standards.

The conference participants considered new promotion tools and proposals to support regional brands of the textile and garment industry, including industry related trade shows. 

Deputy Director General of EXPOCENTRE AO Anna Sadovnichaya said, “The pandemic has provided an impetus for the development of digital services but overall consumer behaviour in relation to the perception of 'brands' in the 'new reality' has not changed. It has to be taken into account. I would also like to emphasise that the assertion that the original practice of offline trade shows as been superseded by "virtual reality" is very premature. At the same time, the Covid-19 pandemic has certainly accelerated the emergence of new formats for trade shows and congresses.” 

According to Anna Sadovnichaya, even in the new economic environment, trade shows remain one of the most effective tools for promoting regional brands of domestic products, where modern digital technologies are increasingly being used and applied. To maximise the benefits of participation in trade shows for regional exhibitors, regional authorities should be encouraged to join forces with interested business associations to promote product brands by organising regional group stands and pavilions at international and national trade shows.