Unique Event To Target Regions US$12 Billion Fashion & Textile Sector

Fusion 06, a first-of-its-kind exhibition in the entire region which brings together a complete range of style products and accessories in an extravagant, energetic and fun environment, will make its debut on September 21, 2006 at the Airport Expo Dubai.

“The three-day ‘festival’, organized by IIR Middle East, will create a unique ambience through a mixture of fashion, music and style in one dynamic environment. Fusion 06 is expected to attract up to 20,000 image conscious buyers, who crave to be the first to see the latest and hottest style trends,” said Adam Taylor, Event Manager, Fusion.

Fusion is the latest addition to IIR’s growing profile of exhibitions, which include flagship events such as Cityscape, Arab Health, PALME (Pro Audio Light Middle East), The Bride Show Dubai & Ambiente Al Bayt Al Arabie.

Partners of Fusion 06 include creative pioneers like Virgin, Vespa, Wella and iPod who will set the right tone for the show, remarked Taylor.

The dynamics of Fusion 06 will bring together the powerful 15-30 year-old consumer group in an atmosphere never created before in the region. It is a unique retailing opportunity for the vendors in the Middle East to enhance their brand exposure. According to Dubai Government statistics this audience accounts for 30% of the population. This event brings together companies who seek to embrace to a new marketing approach to ‘connect’ with this segment of the population.

Research indicates nearly 45% of the region’s population is under 15 and 30% are in the 15-30 range. Only 25% are 30 plus. And Fusion 06 will clearly target the 15-30 year olds who are most important and immediately influential consumers.

“The region boasts of one of the highest disposable incomes in the world. With an amazing GDP growth rate of 24% for the last few years, the Middle East region offers retailers of high to middle range brands excellent growth prospects. Moreover, fashion and textile industry in the region is worth nearly AED 44 billion (US$12 billion). Thus the show will facilitate retailers to focus on a niche market that shows a very strong upward trend,” Taylor remarked.

“Vespa’s partnership with Fusion allows us to move beyond the ordinary and to engage directly with people who identify with a particular lifestyle choice. At Fusion visitors have the opportunity to custom design and win their very own Vespa. Such market interaction is key in helping us understand Middle East consumers’ attitudes towards style and performance,” commented Michael Duckworth, Managing Director Scooter Italia, official representatives of Vespa.

Fusion 06 acts as an exclusive new generation marketing platform, through a number of enhanced features including Fashion Shows, Make Over Zone, Fusion Chill Out Lounge, Chic Market Bazaar, Daily Competitions and Model Scouts.

While the ‘Fashion Show Arena’ will feature the latest collections of Premium Label, High Street Brands, Urban, Casual, Beach and Designer Wear, brought to life through Fusion 06, the ‘Make Over Zone’ will bring together leading beauty companies and professionals, who can interact with visitors and promote their products in a stylish and fun atmosphere.

The ‘Chic Market Bazaar’ will present an unmatched retail opportunity for independent designers to sell products direct to thousands of fashion consumers.

Adding a new dimension to the show will be the ‘Fusion Chill Out Lounge’ that offers a welcome break to the weary shopper. They can relax and listen to soothing sounds mixed by resident DJ’s, grab a coffee and read through the latest fashion and style magazines.

For the potential exhibitor, Fusion 06 offers a new generation marketing platform to strategically promote a brand to thousands of targeted consumers under one roof.

Fusion 06 brings together a complete range of style products including Designer Labels, High Street Brands, Chic Boutique, Club Wear, Street Wear, Shoes, Handbags & Accessories, Evening Wear, Swim & Beach Wear, Casual Wear, Sunglasses and Eyewear, Lingerie, Music Outlets, Hair, Beauty & Cosmetics, Modeling Agencies, Semi Precious & Costume Jewellery, Automobiles & Motorcycles, Fashion Design & Beauty Institutions, Electronics & Gadgets and Boys Toys.

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