Kohan Textile Journal / Middle East Textile Journal / Carpet . fibers . yarn . nonwovens ...

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Kohan Textile Journal
Interview with Mr. Detlef Braun (Board of Management Messe Frankfurt)

please explain about Messe Frankfurt's exhibition strategies, general policies and views on the organization of textile exhibitions in different parts of the world?

Messe Frankfurt is an international player since 25 years. Outside Germany, the company has implemented its proved strategy to provide particulary small and medium sized companies with customized marketing platforms. That means, Messe Frankfurt exports succesful trade fair brands from its headquarters in Frankfurt all around the globe by means of its dens network of 28 subsidiaries and about 50 sales partners. This strategy opens worldwide opportunities for customers of all industry segments to make business in foreign markets. At the same time, this strategy of internationalization strengthens the leading trade fairs for the industries in Frankfurt. More than 72 percent of all exhibitors in Frankfurt and about 47 percent of visitors come from abroad. Concerning textile exhibitions, Messe Frankfurt is the world's leading organizer with more than 30 trade fairs worldwide. We offer exhibitions and expertise for the whole value added chain of textiles.


2. What is your policy and plan for heimtextil fair performance with most quality and quantity?

Heimtextil 2012 is reinforcing its status as the world’s biggest trade fair for home and contract textiles, with a substantial number of exhibitor registrations from every part in the world. Last year we had 87 percent of our exhibitors from outside Germany which means a new record level of internationality. With a multi-faceted display of textiles for bed, bath and table to product ranges for windows, upholstery, floor, wall and sun protection, Heimtextil in Frankfurt spans the full portfolio of home and household textiles. And Heimtextil not only offers an unrivalled portfolio of products but also a highly interesting and informative complementary programme for our exhibitors and visitors.


3. Heimtextil Frankfurt has made itself known as a greatest event in home textile industry. Do you think this popularity will undermine other heimtextil branches in Russia and India?

Quite the contrary, the adaption of the international brand strategy within different markets - in combination with well known product groups - creates valuable synergies for exhibitors and visitors. In this manner, our customers gain new customers within new regions. Many of Messe Frankfurt's trade fairs outside Germany are - following the leading exhibition in Frankfurt - the second or third biggest events for their industries.

4. Kindly let us have some information about the capacity of Middle Easthome textile capacity for participating in heimtextil. How do you evaluate the share of ME countries among your exhibitors and visitors?
From Egypt, Syrian Arab Republic and United Arab Emirates we had 51 exhibitors. About 4.000 visitors from the Middle East came to the fair. We very much appreciate this considerable participation in Heimtextil. The Middle East contries play an important role in the global textiles production and we are very much looking forward to attracting more exhibitors and visitors.

5. Could you tell us about the different events that take place during the Heimtextil 2012?

Traditionally the Heimtextil Trend show is one of the event highlights during the trade fair. In Forum 0 you can see the trendsetting work of seven international design and style agencies. Again Heimtextil offers the contract business a wide range of services: Lectures, special shows and competitions shine a light on topical contract business themes. Visitors can also look forward to guided tours as well as round-table discussions and talks in the foyer between halls 5.1 and 6.1 with numerous interesting themes, as home-textile fashion trends or sustainability. The theme of sustainability will be explored in greater depth in a special show in Hall 11.1. Further more we are working on several other events at the moment.

6. What is your prediction concerning the number of exhibitors and visitors this year?

After the successful event at the start of the year it looks as if there will be a very strong turnout at the 2012 Heimtextil with an increase of the hall capacities compared to 2011. In addition to many of the companies that are present every year, important exhibitors returning to the fair, as well as new ones, have already announced to come to next year’s international trade fair for home and contract textiles.