Trade Show Analysis: Business Event Management in Fashion Industry

This report provides a comprehensive analysis of a fashion industry trade show held in Melbourne, focusing on its objectives, perspectives, and overall management. The event aimed to generate leads and promote a new fashion culture, supporting both local and international businesses. Key objectives included launching new products, building brand awareness, retaining customers, and entering new markets. The report evaluates the event's success from various perspectives, such as fair rules, space allocation, lighting, booth furniture, and promotional tools. Tools for measuring success included return on investment and lead conversion rates. The budget breakdown, both estimated and actual, is detailed, along with a timeline of tasks. Critical reflections highlight areas of improvement, such as communication and strategy execution, while also acknowledging successful elements like health and safety measures. The report concludes with recommendations for enhancing future events, including improved communication, professionalism, and lead follow-up. Desklib provides this and other solved assignments for students.

Business Event Management
Trade Show of Fashion
Industry

1. Overview
• The Melbourne city has organized the international trade show for fashion industry
• The purpose of the trade show was to lead generation and promote the new fashion
culture in country .
• The trade show has helped to promote the products of different culture that support
the business of local and international organizations.

1. (a) Objectives
Following were the key objectives of the business event:
• New products and services launch
• Lead generation
• Building brand awareness (Van der Wagen, and White, 2018)
• Retaining current customers
• Entering into new market

2. (a) Perspective of the event
There were different perspective consider for evaluating the success of the event. Following are the
major perspectives for evaluating the success of the fashion trade show in Melbourne:
• Fair rules
• Space for showcasing the products and services
• Light and sound (Müller, 2015)
• Booth furniture
• Product placement
• Promotion tool of brands (Like banners and hoardings as well as theme music of brands)

2. (b) Tools for measuring
perspectives
Tools for measuring the success of the trade show in Melbourne:
• Return on investment
• ROI on leads converted to sales (Koivisto, Mattila, Cheng, and Engelvuori,
2017)
• Total revenue generated

Budget
Estimated Budget for Event Actual Budget for Event
Expense Breakdown Estimated Totals
Venue costs $ 2,050.00
Refreshment costs $ 1,100.00
Program costs $ 2,100.00
Promotion costs $ 450.00
Miscellaneous costs $ 750.00
GRAND TOTAL $ 6,450.00
Expense Breakdown Actual Totals
Venue costs $ 1,980.00
Refreshment costs $ 1,100.00
Program costs $ 1,680.00
Promotion costs $ 440.00
Miscellaneous costs $ 730.00
GRAND TOTAL $ 5,930.00

Timeline
TASK Start Date Days Required Percent Complete
Event Type 4/3/19 14 50
Destination Selection 4/20/19 3 20
Event Objectives 4/20/19 30 30
Event Planning 5/20/19 7 40
Financial Planning 5/27/19 7 55
Target audience 5/25/19 14 30
Vendors and Suppliers 6/7/19 7 60
Event Strategy 5/25/19 40 40
Presenters 6/10/19 21 25
Accommodation 7/1/19 21 0

3. Critical reflection (What did not
and why)
For maintaining the success, the event management team has analyzed various factors that
have significant impact on the effectiveness. However, the management considered various
strategies but following elements have affected the success:
• Lack of communication between management and staff
• Lacking in execution of strategy (Grant, 2016)
• Follow up of lead
• Lack of professionalism

3. (a) What worked and why
The organizing committee has implemented the following factors which
has positive impact on the success of the business event:
• Health and safety of visitors and organization members
• Proper accommodation and inventory facilities
• Good support from the volunteers (Jones, 2017)
• Data collection for future decision making

4. Recommendations
Following are the recommendations for improving the success of the event:
• Improvement within the communicational channels.
• Conveying the strategy to all the members involved in the event.
• Professionalism within members conducting the event.
• Proper planning and following up of the lead.

References
• Van der Wagen, L., & White, L. (2018). Event management: For tourism, cultural, business and
sporting events. Cengage AU.
• Müller, M. (2015). The mega-event syndrome: Why so much goes wrong in mega-event
planning and what to do about it. Journal of the American Planning Association, 81(1), 6-17.
• Koivisto, E., Mattila, P., Cheng, H., & Engelvuori, K. (2017, July). FASHION TRADE SHOWS AS
PLATFORMS FOR CORPORATE BRANDING. In 2017 Global Fashion Management Conference at
Vienna (pp. 253-260).
• Grant, R. M. (2016). Contemporary strategy analysis: Text and cases edition. John Wiley &
Sons.
• Cserháti, G., & Szabó, L. (2014). The relationship between success criteria and success factors
in organisational event projects. International Journal of Project Management, 32(4), 613-
624.s
• Jones, M. L. (2017). Sustainable event management: A practical guide. Routledge.