Shoe fair’s media moment

Shoe_Fair_Wind_Holster_1Exhibitors at the recent Australian Shoe Fair found themselves in the media spotlight when primetime TV’s A Current Affair did the rounds.

Among those who stole the show on ‘ACA’ were European high fashion brand Ash, ‘jelly’ shoe specialist Holster (pictured), premium shoe and accessories label Estilo Emporio and innovative sneaker concept Zipz, whose ‘zippable’ removable uppers create a wealth of styles in one shoe.

Zipz Shoes’ Sally Stafford hailed the “great exposure” provided by the fair. “Friday night’s ACA Shoe Fair segment created interest and drew customers to the stand,” she said. “Zipz was really well received. The publicity the shoe fair generated for us couldn’t have been better. Our main aim with the show was to create awareness of Zipz and increase public knowledge, which we achieved. It was a success from day one.”

Other exhibitors defied one of the most challenging trading climates in years to write solid business and secure impressive promotional gains. John Stevens of women’s footwear brand Kajo Collection said the fair provided a good opportunity to widen the brand’s uptake.

Shoe_Fair_Wind_Holster_2“The Sydney show was good. We met new clients and prospects and wrote orders, many from Queensland and far North Queensland. Shoe Movers’ Paul Gibson described the fair as a worthwhile investment.

“It was the first time we have been involved in the fair and we were very happy with the response. Two thirds of visitors were new business for us and we easily covered our costs.”

Easy Life Shoes’ Murray Drinnan said the company attracted steady orders and very good feedback for its Brazilian shoes, while, tough conditions notwithstanding, buyers at the fair reportedly meant business, according to David Midgley of Subway Shoe Diffusion.

“We wrote as many orders as we normally do and those visitors that came to the fair seemed to be of a very high calibre.”

The Australian Shoe Fair took place from 11-13 February at Sydney Exhibition Centre.

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