Jewelry will equal joy at Tendence

FRANKFURT, GERMANY—Tendence, billed as the largest consumer goods trade fair in the world, is reorganizing its show to meet changes in the economy and in consumer demand, show officials said at press conference during the show on Sunday.

The weak economic situation throughout the world, inflation caused by the Euro, and new segmentation of the marketplace have led to a consumer strike in the retail trade, organizers said. To combat this trend the trade fair unveiled a plan to restructure the show and to further separate it from its sister show, Ambiente, which is held in the winter each year.

Beginning in 2003, the Tendence Trade Fair will be portrayed as the ´´Tendence Lifestyle fair, the international event covering all aspects of contemporary lifestyles.´´To meet this need, the show will be restructured from traditional consumer goods segments to four segments based on consumer lifestyles and on the human senses. They new segments are: Modern Living, Emotion, Joy, and Function.

Under the new format, exhibitors of fine jewelry will be placed in the Joy segment, or ´´theme park,“ as organizers call it. This segment is described by organizers in a statement as being ´´colorful, jovial, and playful, but nevertheless high-class.“

Jewelry, which up until this year, was placed in a category known as ´´Carat´´ in Hall 4 of the Messe Franfurt show grounds. While it is unclear, which area of the massive show grounds they will be held, it is certain, under the new format, that they will be placed in an area with collectables, seasonal products, gifts and modern crafts.

´´Changing markets demand restructured exhibitions,´´ said Michael Peters, managing director of Messe Frankfurt. ´´A clearly defined offering with its own profile, attracting themes, new products and innovations—that is how future exhibitions will look, exhibitions that will inspire and be perceivable by all five senses. The intent of the new Tendence Lifestyle is giving positive signals and thereby pointing out new ways for the trade.“

Peters furthered explained that the new format is designed to make it easier and quicker for show buyers to purchase products. But it was unclear whether the new format will provide this. The new format was sprung upon exhibitors on Saturday. And the reaction was mixed, show organizers admitted. Peters said he expects some vendors to pull out of the show.

But the organizers are convinced that this is the right direction for the trade fair. ´´Tendence Lifestyle marks the beginning of a new phase in history of fairs,´´ Peters said. ´´We are pleased to be taking this step together.´´