Tendence reinvents itself and prepares for growth in 2017

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As the Autumn Fair, Tendence in Frankfurt can trace its roots back over 800 years – it was given the name Tendence in 1996. And, to remain in existence as an international consumer-goods fair since the Middle Ages, a constant process of evolution has always been a component part of its character.

Beginning this year, Tendence has started a process of revolutionising its century-old process of evolution in two stages. In the first stage, last May, Ambiente and Tendence were separated in organisational and personnel terms. Further structural adaptations and the renaming of certain product segments, as well as target-group oriented additions to the programme of events, are being introduced at this year's fair. Thus, the new Culinary segment has an integrative structure, measures to promote the interests of young people are being expanded within the framework of the Next area and an Academy programme designed to boost sales has been introduced.

2017! With the new concept, we can make proactive use of the potential of the event and take perfect account of future changes in the market", says Stephan Kurzawski, Senior Vice President, Messe Frankfurt, emphasising the fundamental changes of the concept and the situation in the sector, which is characterised by on-going sales-channel shifts, consolidations, mergers and business closures in the national and international retail trade. Supplementary factors influencing the situation include political and economic developments in numerous markets in Europe and around the world.

In the second stage, next year, Messe Frankfurt will introduce a strategic reorientation of the international consumer-goods fair in close cooperation with exhibitors and trade associations. The plan has three strategic mainstays. Firstly, to realise existing growth opportunities by rounding off and expanding established product segments, and the introduction of new product segments. Secondly, to strengthen the new-product character of the Tendence profile. Thirdly, to develop Tendence into a meeting place for those sections of the international trade that order in large quantities. On the basis of this reorientation, Tendence will take the pole position in the second half of the year as from 2017, before all other fairs in this period.

From Saturday, 27 August 2016, 955 (2015:1,100) exhibitors from 45 countries (2015: 471) are making presentations to an audience of trade visitors at Tendence. At 36 percent, the level of exhibitor internationality remains stable compared to last year (2015: 371). During the four-day fair, doing business, discovering the latest trends, cultivating contacts and ordering will take place on a gross area of 82,000 square metres (2015: 92,600). This decline in the area occupied is the result of using Hall 9.3 as an additional service area necessitated by the construction work currently taking place for the new Hall 12. In the Giving and Living sections, Tendence is broadly based as usual with the Lovely Home (Hall 8.0), Seasonal Decoration (Hall 8.0), Pure & Elegant (Hall 9.0), Gift Classics (Hall 9.1), Accessories & Jewellery (Hall 9.2), Young Gifts (Hall 11.1) and Culinary Gifts (Hall 11.1) product segments.

66th Hessian State Award and Tendence Academy enrich the complementary programme of events
As extensive as ever is the complementary programme of events at Tendence 2016. This year, it is being supplemented by a multi-faceted Tendence Academy and the presentation of the 66th Hessian State Award for German Arts and Crafts.

New Ethical Style Guide
This year sees the introduction of the Ethical Style Guide at Tendence. The Guide helps visitors evaluate sustainable consumer goods and find their manufacturers during the fair.

Contract Business
From hotels and office buildings to cruise liners – the Contract Business section at Tendence has professional products for projects of all kinds. To make it easier for visitors to find their way around the fair, the appropriate exhibitors are labelled individually.

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