Trade show operator Fashion by Informa has launched the Fashionology Innovation Series in partnership with fashion-tech advisory group Fashionology, embedding digital technology directly into B2B retail events.
Debuting at MAGIC in Las Vegas and COTERIE in New York, the program integrates artificial intelligence, Product Lifecycle Management (PLM), and virtual try-on tools into physical show floors. Reaching an audience of over 32,000 retail buyers and brand leaders - 79 per cent of whom hold direct purchasing authority - the initiative addresses growing demand for technology solutions that deliver measurable ROI. Technology is no longer a side conversation; it is central to operational growth, states Manya Jain, Founder, Fashionology.
Digital tools address omnichannel conversion bottlenecks
The partnership highlights a major shift in wholesale fashion, where brands face margin pressure and fragmented inventory channels. By featuring case studies on AI assortment planning and on-demand manufacturing, the program aims to help apparel merchants streamline inventory turnover and reduce markdowns. A key case study involves mid-sized fashion retailers utilizing generative AI design and live shopping integrations to lift cross-channel conversion rates while shortening product development cycles. Maintaining continuous brand engagement beyond bi-annual physical tradeshows remains a primary operational hurdle as digital tools reshape wholesale buying habits.
Trade show engine driving global fashion commerce
FASHION by Informa, a division of London-listed Informa PLC (LON:INF), organizes world-leading trade marketplaces including MAGIC, COTERIE, and PROJECT. Operating across North American wholesale hubs, the group expands year-round digital services to accelerate multi-category apparel trade across its $1.5 billion parent events portfolio.
