The Importance of Shows in Tough Times

Why should an independent retailer attend trade shows during slow economic times? Wouldn't it be better to tend to business in the store and not spend significant dollars on travel and entertainment? Isn't it better not to be tempted to add inventory? The answer is a resounding No! For retailers who sell luxury watches, there are two important reasons for attending shows. First, consumer demand for luxury watches remains strong, despite the economy. Sales of luxury watches are ahead of last year's, so it's important to keep inventory up to date to satisfy consumer demand. Second, shows enable retailers to see the new product and ensure that their own assortment is allocated properly. At present, there is still a shortage of supply vs. demand for many luxury watch brands, especially Swiss brands. Luxury watch customers tend to be sophisticated and knowledgeable about the category. T

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