MARKETING: Success Of Decorex Cape Town
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Patriotic fabrics, wind pumps on scatter cushions, bathrobes of bamboo, bedding from corn husks, birds everywhere and contemporary cuckoo clocks had home interiors flying high at Decorex Cape Town.
With 35 220 visitors flocking through its doors - 10% more than in 2009 - Decorex Cape Town confirmed that the Western Cape’s decor and design industry is alive and well.
This performance is a hat trick for Decorex SA, being the third Decorex exhibition in a row to show an increase in visitor numbers, despite the flattened economy. (Decorex Joburg showed 25% growth on the previous year, while visitor numbers for Decorex Durban increased by 7%).
Sponsored by Plascon with DStv as media partner, Decorex Cape Town celebrated its 12th exhibition at the Cape Town International Convention Centre from 23 to 27 April with the show theme ‘Breath of Fresh Air’, living up to its promise. More than 340 local and international exhibitors, including 69 first-time exhibitors, showcased their products and services.
Says Melanie Robinson, director Decorex SA: “Visitors expected something special, cost-saving and trend-driven, which our exhibitors delivered in true form. We were optimistic from the onset that the exhibition will contribute to the region’s decor industry – from design and manufacturing to retail – and the positive feedback from exhibitors confirmed that there are marked signs of economic improvement.”
Robinson mentions that it is noticeable that consumers retain their shopping habits acquired during the economic downswing: “There’s less impulse buying as consumers are much more discerning and tend to shop around before making the final purchasing decision. Having so many options under one roof made Decorex Cape Town the ideal spot for comparative shopping, ranging from high-ticket items and investment purchases to small appliances and affordable decor items.”
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