Trade Show Organizers Brace for Geopolitical Headwinds

Five years ago, during the deadliest days of the pandemic, the future of trade shows was uncertain. With travel and in-person meetings on hold, the denim industry began to question the necessity of gathering multiple times a year in distant locations. As a result, digital programming surged, online fabric libraries started to replace physical samples and collaborations formed over Zoom. However, the appeal of long-distance business relationships eventually faded. By 2021, in regions where travel restrictions had lifted, professionals were once again boarding flights—face masks on and negative Covid test results in hand—to attend trade shows.

“The landscape of business communications has shifted significantly with the rise of digital tools; however, I firmly believe that trade exhibitions will still hold a crucial role in our marketing approach. These events provide unique opportunities for face-to-face engagement, which is instrumental in building and nurturing trust within our long-term relationships,” said Mostafiz Uddin, the founder and CEO of the Bangladesh Apparel Exchange and Bangladesh Denim Expo. “Even in an increasingly interconnected world, nothing quite compares to the personal connections that can be forged at trade shows. They allow us to not only showcase our products and services but also to interact directly with clients and potential partners in a meaningful way.”

The purpose of B2B events, along with expectations regarding their size and attendance, has evolved since the pandemic. 

Fabio Adami Dalla Val, show manager for Denim Première Vision, said attendance at the Milan events in 2024 has been shaped by a variety of factors, reflecting both broader industry trends and shifting global dynamics.

“We have seen a progressive return to in-person events after the pandemic, with a renewed appreciation for physical interactions. However, the focus has clearly shifted from quantity to quality, with companies prioritizing meaningful engagements over sheer volume,” he said. “At the same time, the denim market itself is evolving, with key players consolidating and becoming more selective about where they invest their presence.”

Denimandjeans, which hosts shows in Bangladesh, India, Japan and Vietnam, restarted its events in 2023. Since then, Sandeep Agarwal, its founder, said the organizers have “more or less sustained” interest.

Panos Sofianos, the denim curator for Munich-based Bluezone, said 2024 was a challenging year. “However, against the backdrop of economic challenges, we were very happy with the overall result. 2025 started with a good and strong show that recorded a slight increase in visitor numbers which makes us confident for the next months to come,” he said.

Uddin said Bangladesh Denim Expo had “an incredible turnout with over 5,543 visitors from 56 different countries” attend the last Dhaka event in November.

In the past, the success of an event was often measured by its attendance. While the metric continues to be a way to gauge interest, exhibitors and attendees are increasingly using the events for education and networking. “Trade shows are no longer just about networking; they must offer real strategic value to justify participation,” Adami Dalla Val said.

Though the show started in NYC 20 years ago, Kingpins Amsterdam has become the organizer’s second home. The Dutch event, which will take place this year on April 16-17 and Oct. 15-16, is widely consider the industry’s kick-off event for each season. 

“Kingpins operates more as a platform than a traditional trade show. Of course, we organize events where the denim suppliers and buyers can review the latest collections and place orders. But we also are a place for the global denim community to meet, get inspired and share ideas. The mechanics of what we do has not changed fundamentally. But it appears more and more important to provide a place to encourage business, as well as the exchange of ideas,” said Vivian Wang, the newly appointed CEO of Kingpins Show.

While Kingpins has experimented with bringing a consumer element to their events, its strength is in education and fostering connections between industry stalwarts and the next generation of designers, wash experts and sustainability experts. “Education has always been central to Kingpins and that will continue going forward. We want to keep bringing new ideas and innovations—and innovators, as well—to our shows. That is what keeps our industry moving forward and has propelled the development of new sustainable products and practices,” Wang said.

Despite a polar vortex that had temperatures drop below freezing during Kingpins New York in January, retailers and brands showed up. “It is typically the smaller of our two shows in New York and we found that our attendance was in line with previous January shows,” Wang said.

Adami Dalla Val feels a responsibility to create experiences that sparks creativity and facilitates meaningful and high-level interactions between exhibitors and buyers. “What sets Denim Première Vision apart is its unique format, blending exhibition spaces, artistic installations, and exclusive content to foster dialogue and discovery,” he said. “It is more than a marketplace; it is an experience—a space where the boundaries of denim are constantly pushed, embracing cross-industry contamination with the lifestyle sector, technology, art, and craftsmanship. The event celebrates denim’s evolution beyond its classic definition, acknowledging its role as a cultural and creative force that intersects with multiple industries.”

Sofianos described Bluezone’s programing strategy as “edu-tainment,” adding that a diverse range of expert talks, keynotes, panel discussions and trend forecasting is working very well. The addition of Keyhouse, a curation of sustainability and tech-focused market disruptors, brings a unique perspective to the show as well. 

“There is still a platform to launch and present novelties, however the focus is shifting toward networking, education, collaboration and implementing technology. Building and strengthening relationships within the industry is easier when you meet in person. Getting educated in seminars, workshops or trend forecasting sessions is possible on a broader scale when industry players with different expertise meet at one place. Establishing new collaborations on existing challenges is being enabled when you address the problem and concrete action points within the network of a trade show and its experts from different fields of competence,” he said.

Balancing the needs of exhibitors and visitors is a juggling act, but Agarwal said Denimandjeans succeeds because it delivers value and efficiency to both parties. “The exhibitors should be able to reach out to the buyers they want, and visitors should be able to find the products, knowledge and networking they are looking for. If we [can] give them that value, I think the shows work,” he said.

Navigating challenges

While shows are no longer battling covid, they’re being faced with new issues beyond their control.

Geopolitical disturbances that complicate travel and “general instability” in key sourcing regions are among the challenges that Agarwal sees for 2025. On top of it, he said they’re happening more frequently now. “We are keeping our fingers crossed and hoping that some of these conflicts will come to an end. Such conflicts affect not only denim but each industry and there is big hope that positive news will flow which will boost up the markets,” he said.

Sofianos pointed out how ongoing global economic uncertainties as well as price discussions in the textile industry complicate planning events accordingly ahead in time. Besides that, he said difficulties like deciding on the right date for an event and the quantity of denim events for the industry persists.

In addition to B2B denim events being very competitive now, Uddin said its crucial for organizers to consider the implications of the ongoing trade wars and various socio-political conflicts currently unfolding around the globe.

“The denim industry, like many other sectors, is likely to feel the effects of these external challenges in several ways. Trade tariffs may increase costs for manufacturers, possibly leading to higher prices for consumers. Additionally, we might see a shift in sourcing strategies as companies seek to navigate these complexities, to maintain competitiveness and profitability,” he said.

Moreover, the participation of denim brands in global events could also be impacted, forcing trade show organizers to revisit old pandemic alternatives. “We could see a change in which countries are able to showcase their collections due to restrictions or diplomatic tensions,” Uddin said. “Events may need to adapt to these realities and perhaps focus more on localized markets or virtual presentations.”

Despite the challenges being felt across the B2B network, Wang is optimistic for 2025. “There is a lot of uncertainty affecting all businesses right now,” she said. “We are keeping an eye on current events, but our aim is to continue to be a place that connects the denim industry and to put together programs that inform and inspire and encourage collaboration.”

This article is published in SJ Denim’s spring issue. Click here to read more.