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Post by earthphase on Nov 7, 2019 11:33:52 GMT -8
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tritto
WS Benefactor
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Post by tritto on Nov 7, 2019 14:47:15 GMT -8
Basel is progressively becoming less and less relevant as there are better ways to get information about your products out to retailers and customers. It's a pity, because Basel week is like Christmas to watch people, but they grew too big for their boots.
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Deleted
Deleted Member
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Post by Deleted on Nov 7, 2019 22:21:17 GMT -8
Saw this coming after the Swatch group pulled out last year. Pretty sure all of the large brands will follow suit in the next few years. It doesn't make sense for the large brands to pay the exorbitant fees that Basel charges for a large booth/exhibition area (I think Swatch reported that Basel was costing them $50 million per year before they pulled out) when they can get much more "bang for their buck" by buying off the pay-for-play blogs like Hodinkee to gush over their new releases.
Most of the coverage from Basel comes from these bloggers/watch websites anyway, so why not just skip the exhibition and send the pieces directly to the bloggers/websites? "Cut out the middleman" so to speak.
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Post by earthphase on Nov 8, 2019 9:36:36 GMT -8
Basel is progressively becoming less and less relevant as there are better ways to get information about your products out to retailers and customers. It's a pity, because Basel week is like Christmas to watch people, but they grew too big for their boots. I always said to non watch people that Basel was my Superbowl. It's not anymore. Not close. |
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Post by earthphase on Nov 8, 2019 9:38:06 GMT -8
Saw this coming after the Swatch group pulled out last year. Pretty sure all of the large brands will follow suit in the next few years. It doesn't make sense for the large brands to pay the exorbitant fees that Basel charges for a large booth/exhibition area (I think Swatch reported that Basel was costing them $50 million per year before they pulled out) when they can get much more "bang for their buck" by buying off the pay-for-play blogs like Hodinkee to gush over their new releases. Most of the coverage from Basel comes from these bloggers/watch websites anyway, so why not just skip the exhibition and send the pieces directly to the bloggers/websites? "Cut out the middleman" so to speak. Agreed - completely different landscape now. Brands can touch consumer directly now and somehow Basel got caught with their pants down. |
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Deleted
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Post by Deleted on Nov 8, 2019 23:58:45 GMT -8
Saw this coming after the Swatch group pulled out last year. Pretty sure all of the large brands will follow suit in the next few years. It doesn't make sense for the large brands to pay the exorbitant fees that Basel charges for a large booth/exhibition area (I think Swatch reported that Basel was costing them $50 million per year before they pulled out) when they can get much more "bang for their buck" by buying off the pay-for-play blogs like Hodinkee to gush over their new releases. Most of the coverage from Basel comes from these bloggers/watch websites anyway, so why not just skip the exhibition and send the pieces directly to the bloggers/websites? "Cut out the middleman" so to speak. Agreed - completely different landscape now. Brands can touch consumer directly now and somehow Basel got caught with their pants down. Exactly. Exhibitions like Basel used to be a way for the brands to brown nose and butter-up the distributors and retailers to push their products in their stores. This was back when most people made their purchasing decisions by going to a physical store and interacting with a reseller in person. Now that most consumers get their info about purchases from the net, the whole "buttering up the retailers at trade shows" model is kind of moot. Basel should've been focusing on how exhibition shows can differentiate themselves from online marketing streams in order to keep themselves relevant in the digital age. By failing to do so and thinking that brands HAD to continue participating in their show no matter what, they essentially shot themselves in the foot. |
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