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There's certainly no shortage of shows on offer, both national and international for those within the footwear industry, but it seems that there's plenty of room for a a contender with a more specific target in mind. The Kensington Shoe Event, with the 45 plus years of industry experience shared by the organisers, Renato de Angelis and Martin Ward, has ensured that this show has grown without teething problems and is going from strength to strength.
The Kensington Shoe Event is, as the advertising says, a showcase for the finest designers and manufacturers in Europe. The idea for this event, which is held in the heart of London in the Royal Borough of Kensington, was born out of a desire to exhibit medium to high grade products in a setting of their own, away from the much larger showcase of the London Shoe Show. In March 2001, five exhibitors chose to move from the London Shoe Show to a more exclusive setting of their own at the Kensington Close Hotel in Kensington.
As Renato de Angelis explained, "We didn't make the move as a deliberate break away from the London Show, where we were exhibiting previously, but we did feel that we needed a more focused event to showcase our products. As the London Shoe Show expanded, and consequently was opened up to a much broader customer base, it was inevitable that a small number of exhibitors were being swamped and their visitors were loosing out. In three floors of exhibitors it can be difficult to locate the brands that you came for, and it doesn't seem fair to expect people to work harder when there is an alternative."
Martin Ward outlined the strengths that benefit both exhibitors and visitors. "I think it's important that people understand that this event is organised by Renato and myself, coming from the point of view of agents rather than event organisers in terms of our experience. This in turn means that we can understand better the needs of our colleagues and the trade as whole. We are trying to offer the best setting for the business we are in, and we want to maintain a suitable ambience where visitors feel they can view the products at a comfortable pace, and establish a relationship with the exhibitors which will benefit both."
In terms of the setting, the Kensington Close Hotel has also proved cost effective in terms of the way in which the brands are displayed as there is no need for exhibition stands because most of the exhibitors have a room while others in bigger areas have units with dividers. Further to this, Martin points out the benefit to the customer: "The way that exhibitors display they ranges also means that, while the products are well on sight, there is also privacy for customers and no pressure on them to visit brands that they may not wish to view. It also allows us to offer real quality of service to our visitors. The facilities for free refreshments and coffees are available to everyone and this is very welcome by all visitors. Exhibitors and visitors can also choose to have late appointments where necessary as there is not set 'lock-up' time in the hotel."
Since the Kensington Shoe Event first began, its exhibitors have increased from five to 27, and there are now over 65 quality factories on show. This is a clear sign that the show has been highly successful, but the organisers plan to stay true to their original intentions in terms of controlling the expansion of the event.
Renato is quick to reassure that, at least for the time being, there will not be any further increase beyond this. "We have had great demand for exhibition space and there is a waiting list at present, but it will be impossible to maintain our current quality of service if we grow too big. It is important to us to maintain the variety of price and style without compromising the quality of the products. We are very happy with our current situation and we have every intention of keeping the event both manageable and attractive to the customer."