As the year draws to a close, many designers are reflecting on their performance and strategizing for the year ahead. The question arises: How can a design business accelerate sales and build a stronger future? Should you invest time and money in face-to-face trade shows, or focus on e-commerce and driving digital sales?

For many design business decision-makers, November and December are critical months for planning—finalizing schedules, booking trade shows, or considering investments in online platforms to sell their designs. In a time of economic uncertainty, with textile buyers adapting to evolving habits, making the right choice can feel daunting.

The Trade Show Advantage

In-person trade shows have long been a key avenue for textile businesses to connect with new customers and showcase their artwork. With many textile design shows held worldwide, it’s important to conduct thorough market research before committing, ensuring the event aligns with your goals and justifies the expense. 

Best Trade Shows Globally

Here’s a list of some of the largest and most influential textile design trade shows globally, where designers can showcase and sell their print designs:

1. Première Vision Paris (France)

Location: Paris, France
Frequency: Biannually (February & September)
Focus: High-end fashion and textile design
Why Attend:

• One of the most prestigious trade fairs in the industry, attracting thousands of international buyers and trendsetters.
• A dedicated section, Designs, allows textile and surface pattern designers to showcase original artworks and prints to brands, manufacturers, and retailers.
• It covers multiple sectors: fabrics, accessories, leather, and sustainable innovations.

2. Heimtextil (Germany)

Location: Frankfurt, Germany
Frequency: Annually (January)
Focus: Home textiles, interior design, and decoration
Why Attend:

• The largest international trade fair for home and contract textiles.
• Attracts designers, interior decorators, and architects seeking unique patterns for bedding, curtains, and other home furnishings.
• Designers can meet manufacturers and distributors from around the world.

3. Surtex (USA)

Location: New York City, USA
Frequency: Annually (Spring)
Focus: Art licensing and surface design
Why Attend:

• One of the most prominent events for surface pattern designers to connect with buyers from the fashion, home décor, and stationery industries.
• It’s focused on licensing, giving designers opportunities to sell or license their artwork for various products.

4. Printsource New York (USA)

Location: New York City, USA
Frequency: Biannually (January & August)
Focus: Textile and surface designs
Why Attend:

• A hub for print design specifically for fashion, home textiles, and stationery.
• Ideal for designers looking to connect with North American buyers and trend-focused brands.

5. MoOD Brussels (Belgium)

Location: Brussels, Belgium
Frequency: Annually
Focus: Upholstery, drapery, and wall coverings
Why Attend:

• A unique platform for interior and home textile designers.
• Perfect for showcasing patterns for sofas, curtains, and other decorative textile

6. Intertextile Shanghai (China)

Location: Shanghai, China
Frequency: Biannually (March & August)
Focus: Fabrics, apparel textiles, and interior design
Why Attend:

• A massive platform connecting the global textile industry with the rapidly growing Asian market.
• Features an area for textile designers to sell and license prints.

7. Direction New York (USA)

Location: New York City, USA
Frequency: Annually
Focus: Fashion and apparel textiles
Why Attend:

• A curated platform for fashion-focused textile designers to showcase seasonal prints to trend-savvy buyers. 

8. The London Textile Fair (UK)

Location: London, UK
Frequency: Biannually (January & July)
Focus: Fashion fabrics, trims, and print design
Why Attend:

• A must-visit for textile designers catering to European buyers.
• Focuses on the latest trends in prints and materials.

Tips for Success at Trade Shows

• Prepare a Professional Portfolio: Showcase a diverse range of designs tailored to the show’s audience.
• Understand the Audience: Research what types of buyers attend and tailor your presentation to their needs.
• Market Yourself: Use social media and email campaigns to let potential buyers know you’ll be exhibiting.
• Follow Up: After the show, follow up promptly with contacts made during the event to turn leads into sales.
• Showcase a Curated Collection: Present a range of designs that cater to the show’s target audience, from bold statement prints to versatile patterns.
• Invest in Presentation: Use high-quality portfolios, samples, and booth designs to make a lasting impression.
• Promote Your Presence: Use social media, email campaigns, and personalized invitations to alert potential clients about your participation.
• Engage with Buyers: Build connections by being approachable and well-prepared to discuss how your designs meet their needs.
• Follow Up: Send personalised emails or proposals to buyers after the event to solidify partnerships and close deals.

  Whether you’re focused on fashion, interiors, or home textiles, these trade shows offer opportunities to connect with buyers, stay on trend, and grow your business. A balanced mix of preparation, networking, and creativity will ensure you stand out in the global marketplace.

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Disadvantages of Trade Shows for Textile Designers

Trade shows come with high costs—booth rentals, travel, accommodation, and materials. Also, we were witnessing a decline in the footfall at these events. Buying customer’s budgets have been cut so they are traveling less. Some countries are working on trying to improve this by awarding grants to visiting customers to help with the cost of travel but sadly the exhibition organizers are not helping new design businesses with a reduction of cost for their stand.

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While trade shows in the past have been successful events to grow textile design businesses, they come with notable challenges:

• High Costs:some text
  • Booth rentals, travel, accommodation, and promotional materials can be prohibitively expensive, particularly for new or small businesses.
  • Costs can quickly escalate when factoring in the expense of shipping samples or displays internationally.
• Declining Footfall (Pre-COVID):some text
  • Even before the pandemic, many trade shows were experiencing a reduction in attendance.
  • Buyers are increasingly selective about which events to attend, often prioritising digital solutions over in-person visits.
• Buyer Budget Cuts:some text
  • Economic challenges have led to reduced budgets for buyers, meaning fewer are traveling to attend trade shows.
  • This shift reduces the overall pool of potential customers at these events.
• Limited Support for New Designers:some text
  • Exhibition organizers rarely offer financial incentives or reduced stand costs for emerging businesses.
  • Without subsidies, newer designers often struggle to justify the high investment required to participate.
• Intense Competition:some text
  • Trade shows can be overwhelming, with hundreds of exhibitors vying for attention.
  • Standing out requires significant additional investment in booth design, marketing, and presentation.
• Post-Pandemic Travel Reluctance:some text
  • Even as travel resumes, some buyers remain hesitant to attend in-person events due to ongoing health concerns or budgetary constraints.
• No Guarantees of ROI:some text
  • Despite the high costs, there’s no certainty of securing sales or building lasting relationships.

Efforts to Address Challenges

Some governments and organisations are stepping in to mitigate these issues:

• Travel Grants for Buyers: Certain countries are offering financial incentives to encourage buyer attendance, covering part of the travel and accommodation costs.
• Hybrid Models: Trade shows are incorporating digital elements, allowing exhibitors to reach buyers who cannot attend in person.
• Networking Initiatives: Organizers are launching programs to facilitate connections between new designers and potential clients before and after the event.

However, without significant changes—such as reduced participation fees or tailored support for emerging designers—the high barriers to entry remain a significant drawback for many in the industry. It’s a huge risk to invest in one of these events as there’s no certainty of securing sales or building lasting relationships.

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The Rise of Selling Designs Online

Traditionally textile designers pre-2014 did not sell their designs online or even have a website. This has changed dramatically over the last ten years. This has been led by customers’ demands to access designs quickly and effectively and in one swift wave a very analogue industry has been moved into the 2021st century.

Gather No Moss Design Studio in London was a pioneer in this movement, launching their online shop for print-buying customers long before other studios. In 2016, they partnered with Bay and Brown Studio to form The Pattern Cloud. Together, these two studios aimed to revolutionize how designers sell their work. They developed bespoke websites for textile designs, offering not just an online shop but an entire system to manage every aspect of their business efficiently.

The digital landscape offers a relatively new but rapidly growing avenue for selling designs. The Pattern Cloud is making it easier for designers to connect with a global audience and is now the global leader in providing websites for textile designers. Take a look at what they have to offer

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Benefits of Selling Textile Designs Online

Selling textile designs online has become an increasingly popular and effective method for designers to grow their businesses. Textile designers are finding selling this way empowers them to operate more flexibly, cost-effectively, and sustainably while reaching a global audience. It’s a powerful approach for growing your business in today’s increasingly digital marketplace.

1. Global Accessibility and visibility

• 24/7 Availability: Your designs are available to buyers anytime, anywhere in the world.
• International Market Reach: Connect with global clients without the need for travel or trade shows.

2. Cost Efficiency

• Lower Overheads: Avoid expenses like booth rentals, travel, accommodation, and shipping of physical samples.
• Affordable Platforms: Online marketplaces and self-hosted websites often come with minimal start-up costs compared to traditional sales methods.

3. Broader Audience

• Diverse Buyer Base: Reach fashion brands, homeware manufacturers, interior designers, and other industries in multiple regions.
• Social Media Integration: Promote your designs across platforms like Instagram and Pinterest to attract a larger audience.

4. Real-Time Data Insights

• Analytics Tools: Understand which designs perform best, track buyer behavior, and refine your portfolio based on data.
• Market Trends: Stay ahead by identifying emerging trends through customer preferences and search patterns.

5. Convenience and Flexibility

• Buyer Convenience: Clients can browse, purchase, or license designs at their leisure, without the time constraints of trade shows.
• Designer Efficiency: Manage your portfolio, pricing, and communication digitally, saving time and effort.

6. Scalable Growth

• Effortless Expansion: Add new collections or update your portfolio instantly to keep offerings fresh.
• Automated Sales: Use tools to handle payments, file delivery, and communication seamlessly.

7. Eco-Friendly Approach

• Digital Deliverables: Share designs digitally, reducing the need for printing, shipping, and physical materials.
• Sustainability Appeal: Attract buyers who prioritize environmentally responsible practices.

8. Consistent Visibility

• Year-Round Sales: Unlike trade shows, an online presence keeps your designs accessible to buyers at all times.
• Continuous Promotion: Update your site or online store to align with seasonal trends and keep buyers engaged.

9. Increased Control Over Business

• Direct Sales: Set your pricing, negotiate terms, and retain control over licensing agreements.
• Personal Branding: Build a unique and recognizable brand identity through a customized online platform.

10. Adapting to Modern Buyer Habits

• Digital Preferences: Many buyers now prefer browsing and purchasing designs online due to its convenience.
• Remote Work Friendly: Post-pandemic, online interactions have become the norm, making digital sales more critical than ever.

One important factor to consider when investing in a good website is raising your SEO presence and a good salesperson would need to engage in good email marketing and digital marketing. Good advice would be to work with marketing experts and by using a marketing budget achieve a marketing strategy to raise brand awareness instead of relying on traditional marketing. The Pattern Cloud reps offer help to designers to not only provide designers with websites but to sell their designs through The Design Agent. They have worked hard to give buying customers a good user experience.

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Where to Invest?

The choice depends on your target market, resources, and long-term goals. If your audience values personal connections, trade shows might remain essential. But if you’re looking to scale, reduce costs, and future-proof your business, investing in a robust online sales system could be the way forward.

So as  2025 approaches, take the time to reflect, plan, and explore new strategies. Whether you choose to honor tradition or embrace innovation, adaptability will remain the key to success. Remember, in today’s digital age, not having a website can render your business invisible. While exhibiting at trade shows may be a luxury, owning a website is an absolute necessity.

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