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allfashion sourcing Cape Town introduces a pop-up showroom and hybrid event in 2021

Jun 14, 2021

allfashion sourcing Cape Town, a business-oriented marketplace for the textile, fashion and leather industry, introduces a hybrid event edition in 2021. The event will take place from 19-21 October 2021 at the Look Out venue in the V&A Waterfront in Cape Town.


“It is important that we find innovative ways to help companies market their brand to a targeted audience of potential buyers in a cost-effective way,” says Show Director, Kathryn Frew. “For this reason and to continue the quest to support the textile, leather, footwear and fashion industries in Southern Africa, allfashion sourcing Cape Town will open its 2021 event as a hybrid edition. “

The live and online event will serve as an alternative platform for manufacturers to continuously connect and network with buyers as well as keep their presence in the global market.

This new hybrid solution features a pop-up showroom concept to accommodate exhibitors who are unable to participate at a traditional face-to-face exhibition. “We understand the importance of linking local buyers with both local and international products, the pop-up showroom is a display of products to touch and feel without the presence of the exhibitor. Buyers will have access to virtually meet and connect with exhibitors. Ensuring we provide a safe environment for our visitors “, adds Frew. The virtual platform will remain live for a period of 3 months after the ‘live’ show and the content delivered for the duration of the 3-day seminars will be made available to all attendees who register on the virtual platform.

The Fringe Programme that takes place at the physical event and will be streamed online thereafter, includes the following:

  • Womenswear and Menswear trend talks
  • Sustainability focused workshops
  • B2B matchmaking meetings
  • Industry focused seminars
  • Exhibitor fashion shows
  • allfashion sourcing Cape Town Young Designers Competition – announcement of the runner-up and winner

“The showroom and seminar content have been carefully crafted to enhance both the exhibitor and visitor experience. We understand that it is difficult to predict the way forward for traditional exhibitions. But we are excited to deliver a platform which provides an opportunity for buyers to source products from a variety of manufacturers and suppliers, “says Frew.

Messe Frankfurt South Africa, the organisers of allfashion sourcing Cape Town ensure a safe environment for attendees in compliance with the COVID-19 regulations.

For exhibitor related enquiries, please contact Kathryn Frew, Show Director of allfashion sourcing on

For visitor or media related enquiries, please contact Priyanka Lutchman, Marketing Manager of allfashion sourcing on


Texpertise Network of Messe Frankfurt

With a unique portfolio of 58 international fairs for the textile sector, Messe Frankfurt is the world’s market leader when it comes to trade fairs for the textile sector. In 2019, around 23,000 exhibitors and approx. 600,000 visitors attended the company’s events around the globe. The portfolio covers the entire value chain of the textile industry and, as the main communication platform, Texpertise Network is a source of information about the world-renowned trade-fair brands and the first-class services provided by Messe Frankfurt.

More information:

Background information on Messe Frankfurt

Messe Frankfurt is the world’s largest trade fair, congress and event organiser with its own exhibition grounds. The Messe Frankfurt Group employs around 2,500* people in a total of 30 subsidiaries. The company generated annual sales of approximately €250* million in 2020 after having recorded sales of €738 million the previous year. Even in difficult times caused by the coronavirus pandemic, we are globally networked with our industry sectors. We have close ties with our industry sectors and serve our customers’ business interests efficiently within the framework of our Fairs & Events, Locations and Services business fields. One of the Group’s key USPs is its closely knit global sales network, which extends throughout the world. Our comprehensive range of services – both onsite and online – ensures that customers worldwide enjoy consistently high quality and flexibility when planning, organising and running their events. We are expanding our digital expertise with new business models. The wide range of services includes renting exhibition grounds, trade fair construction and marketing, personnel and food services. Headquartered in Frankfurt am Main, the company is owned by the City of Frankfurt (60 percent) and the State of Hesse (40 percent).

For more information, please visit our website at:

* preliminary figures 2020

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