New Trade Show Brings Function to Fashion in New York City

August 1, 2018

Does the shirt you’re wearing right now keep you cool in the summer and warm in the winter? Can it go many wears without washing and not stink? According to the organizers of a new U.S. trade show, very soon technology in everyday clothing will be the norm rather than the exception.

On July 23-24, Reed Exhibitions, in partnership with PERFORMANCEDAYS, launched Functional Fabric Fair, held during MRKET Days at the Jacob K. Javits Center in New York City.

PERFORMANCEDAYS has been held in Germany for the past 10 years and showcases functional technologies in fabrics. Historically, it has been attended by outdoor brands that use thermal technologies, reflective materials and other functions in their products.

“About a year and half ago, I was at the show in Germany and I noticed sportswear brands were attending in addition to the outdoor brands,” explained Steve McCullough at Reed. “I knew that the show should come to the U.S. and specifically New York, because this is where fashion meets function.”

Attendees of the Functional Fabric Fair included teams from large brands such as Target, Ralph Lauren and others. The 1,159 attendees from 29 countries had the opportunity to experience the breadth of technologies available through exhibits and complimentary showfloor education that focused on trends and teaching designers how to incorporate those trends.  

Exhibitors brought everything that today’s fashion industry is buzzing about, from thermal threads to 4-way stretch fabrics, to anti-order technologies as well as products that improve sustainability throughout the production process such as waterless color systems and recycled down options.

“Everybody’s looking for something extra to put into their products,” McCullough said. “Mainstream adoptions of these technologies will be immediate.”

In fact, some brands, such as Gap, which includes Brrr’s cooling technology and Tommy Hilfiger, which recently created an ad showing Rafael Nadal playing tennis in a wool suit containing stretch technology, are already are using them.

At the show, attendees wasted no time getting down to business and engaging in quality conversations with exhibitors, who were pleased with the turnout.

Representatives in the Thermore booth, which was showcasing its ecodown fibers (which are cruelty-free and made from recycled PET bottles), said they were exhibiting to gain more visibility in the U.S. and had been making good contacts at the show.

Similarly, Heather Manuel, director of sales at Outlast, which was showcasing its heat management technology, said that because this was the inaugural event she didn’t have clear expectations as to the quality of people attending but was happy with the crowd.

“It has been an excellent show for us,” she said. “Our needs have been met.”

Next year, Functional Fabric Fair will take its focus on sustainability even further by addressing one of the fashion industry’s biggest concerns – waste.

“At next year’s show, all of the booths will be made out of recycled fabric and will be recycled again at the end of the show so that there will be no garbage,” McCullough explained.

He continued, “Holding the event at the Javits Center also enhances our efforts along these lines, because their efforts, including a green roof and solar panels, help us leave less of a carbon footprint.

The Functional Fabric Fair will return to the Javits Center July 22-23. Who knows, maybe by then you’ll be able to run a marathon in your wool suit!

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Partner Voices
Less than six months ago, Lisa Messina joined the Las Vegas Convention and Visitors Authority (LVCVA) as the first-ever chief sales officer after leading the sales team at Caesars Entertainment. A 12-year Las Vegas resident, Messina is a graduate of Cornell University’s School of Hotel Administration and serves on MPI International’s board of directors. TSNN had a chance to catch up with this dynamic leader and talk to her about her vision for the new role, current shifts in the trade show industry, creating more diversity and equity within the organization, and advice to future female leaders. Lisa Messina, Chief Sales Officer, LVCVA With Las Vegas becoming The Greatest Arena on EarthTM, what are some of the things you’re most excited about in your role? Our team was at The Big Game’s handoff ceremony earlier this month, and I couldn’t help but think, “We’re going to crush it next year!”  These high-profile events and venues not only drive excitement, but also provide unmatched opportunities for event planners. Allegiant Stadium hosts events from 10 to 65,000 people and offers on-field experiences. Formula 1 Grand Prix will take place in Las Vegas in November, after the year-one F1 race, the four-story paddock building will be available for buyouts and will also offer daily ride-along experiences that will be available for groups. And, of course, the MSG Sphere officially announced that it will open in September, ahead of schedule, with a U2 residency. It’s going to be the most technologically advanced venue as far as lighting, sound, feel, and even scent, and it will be available for buyouts and next-level sponsorships inside and outside. There’s no ceiling to what you can do when you’re doing events in Las Vegas.  Allegiant Stadium As the trade show and convention business returns to the pre-pandemic levels, what shifts are you noticing and how do you think they will impact the industry going forward? Our trade show organizers are very focused on driving customer experience. Most of our organizers are reporting stronger exhibitor numbers and increased numbers of new exhibitors, with trade shows proving to be almost or above 2019 levels. Now our organizers are really doubling down on driving attendance and focusing on the data to provide that individualized, customized experience to help attendees meet their goals and get the best value. Some companies continue to be cautiously optimistic with their organizational spend when it comes to sending attendees, but I think it will continue to improve. As the U.S. Travel Association makes more progress on the U.S. visa situation, we also expect a growing influx of international attendees. What are some innovative ways the LVCVA helps trade show and convention organizers deliver the most value for their events? We focus on customer experience in the same way that trade show organizers are thinking about it. We got rave reviews with the West Hall Expansion of the Las Vegas Convention Center (LVCC), so over the next two years, we will be renovating the North and the Central halls, which will include not just the same look and feel, but also the digital experiences that can be leveraged for branding and sponsorship opportunities.  Vegas Loop, the underground transportation system designed by The Boring Company, is also a way we have enhanced the customer experience. Vegas Loop at the LVCC has transported more than 900,000 convention attendees across the campus since its 2021 launch. Last summer, Resorts World and The Boring Company opened the first resort stop at the Resorts World Las Vegas , with plans to expand throughout the resort corridor, including downtown Las Vegas, Allegiant Stadium and Harry Reid International Airport. The LVCVA also purchased the Las Vegas Monorail in 2020, the 3.9-mile-long elevated transportation system that connects eight resorts directly to the convention center campus. This is the only rail system in the world that integrates fares directly into show badges and registration. For trade show organizers, these transportation options mean saving time, money and effort when it comes to moving groups from the hotels to LVCC and around the city. Also, the more we can focus on building the infrastructure around the convention center, the more it supports the customer experience and ultimately supports our trade show organizers. Scheduled to debut in Q4, Fontainebleau Las Vegas will offer 3,700 hotel rooms and 550,000 square feet of meeting and convention space next to LVCC.  What are some of the plans for advancing DEI (diversity, equity and inclusion) within your organization? We’re currently partnering with instead of working with a leading consulting firm, to lay the foundation and create a solid DEI plan and be the leader when it comes to DEI initiatives. The heart of that journey with the consulting firm is also talking to our customers about their strategic approaches to DEI and driving innovation in this space.  What are your favorite ways to recharge? My husband and I have an RV and we’re outdoorsy people. So, while we have over 150,000 world-class hotel rooms and renowned restaurants right outside our doorstep, one of my favorite things to do is get out to Red Rock Canyon, the Valley of Fire, and Lake Mead. Five of the top national parks are within a three-hour drive from Las Vegas, so there’s a lot you can do. We love balancing the energy of Las Vegas with nature, and we’re noticing that a lot of attendees add activities off the Strip when they come here.  Valley of Fire What advice would you give to women following leadership paths in destination marketing? I think it’s about being laser-focused on what you want to accomplish; building a team around you that lifts you and helps you achieve your goals; and being humble and realizing that you do it as a group. No one gets this done alone. Thankfully, there are a lot of women in leadership in this organization, in our customers’ organizations, and in this city that we can be really proud of. We’re a formidable force that is making things happen.   This interview has been edited and condensed. This article is exclusively sponsored by the Las Vegas Convention & Visitors Authority. For more information, visit HERE.