Brands today must leverage organic, authentic storytelling techniques to connect with the end consumer, which require expensive and time-intensive communications strategies. To support its showcasing talent, organisers of the bi-annual trade show CIFF are introducing a holistic media platform and strategy to broaden their reach. BoF learns more.
The bi-annual Copenhagen International Fashion Fair (CIFF) — one of Europe’s longest-running and most established trade shows — is broadening its offer and programming for brands and retailers alike. Celebrating its 64th edition in January 2025, the next iteration is due to welcome 1200brands to its exhibition space, which is spread over 34,000 square metres.
CIFF has grown from a regional trade show when it opened in 1993, to a global fashion buying destination — previous editions attracted 17,800 visitors over the three days. On schedule at the trade fair are brand showcases, interactive installations, retail integrations and live performances. CIFF is also extending its offering outside of the event itself, with a host of activations intended to amplify the brand messaging of the independent brands on display and continue their momentum between trade shows.
To support brands outside of the fair, CIFF announced the launch of CIFF Media — a holistic media platform which will provide emerging and established fashion labels with a means of amplifying and communicating their brand identity to retailers outside of their stands and lookbooks. With an in-house TV and podcast studio alongside social media activations and support from communications specialists, brands will be afforded the opportunity to deep-dive into their brand messaging in a way independent brand budgets would typically not enable in the current economic climate.
Brand marketing has emerged in 2024 as a key priority for fashion executives and their marketing spend: 71 percent of executives planned to increase brand marketing spend compared to 46 percent intending to do the same for performance marketing, according to the BoF-McKinsey State of Fashion 2024 Executive Survey.
Notably, 69 percent of Gen-Z and 77 percent of teen shoppers agree with the statement that what they are wearing says something about them, according to a 2024 study by market research consultancy Ipsos, meaning that younger consumers increasingly want to identify with the brands they wear — thus, communicating a brand message effectively is crucial.
Meanwhile, to extend its global reach, CIFF is fostering partnerships with other global trade and non-profit organisations, such as Pitti Uomo and Camera Nazionale della Moda. It has also recently announced new partnerships with the Council of Fashion Designers of America (CFDA) in New York and sports trade show ISPO Munich.
To learn more about CIFF’s new offerings for exhibiting brands and attending retailers, and what brands can learn from CIFF’s amplification techniques, BoF sat down with the trade show’s director, Sofie Dolva, to unpack their strategy.
