What is a Showroom? Definition and examples

Do you know what a showroom is? Although it is frequently associated with the fashion industry, it also encompasses other industries.

These are events in specific places where different brands expose their products exclusively, in order to make their products known to new customers.

In this article we will know what a showroom is, what are its main characteristics, its functions and some examples of it. In addition, we will know some sectors where these events emerge, and we will reflect on the revolution of the shopping experience.

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What is a Showroom?

A showroom is a new marketing trend in the retail sector and especially in the field of fashion. It consists of an event that takes place in a specific space, where sellers of different brands and sectors expose their newest products to customers (buyers).

It is usually done in rooms or large spaces. In other words, it is a “big-time” shopping showcase. In fact, in English it could be translated as “showroom”.

Thus, the objective of a showroom is to show the products of different brands and companies in order to promote them and for people to buy them. What is sought, then, is visibility. On the other hand, showrooms are usually developed in exclusive spaces, where not everyone has access (although it depends on the type).

Although the products that are exhibited in a showroom can be diverse, it is true that this type of event is especially well known and common in the world of fashion. That is why it is an event where designers usually work.

Characteristics

In this way, a showroom is developed in a specific place, so that professionals (usually fashion designers) show their own work beyond the traditional market. Designers choose the designs, products and materials they prefer to display and sell.

On the other hand, a showroom is usually dedicated to a specific theme, a specific product, a specific brand, or several brands at the same time (which is usually the most common).

Within the showrooms, we can also find special days or promotions (for example "Open Day"), where we can find exclusive offers, special products, etc. It is a way of also advertising the showroom, in order to attract new audiences. The public can be individuals or entrepreneurs of small, medium and large companies.

In a showroom event, good treatment, attention to all details and good taste prevail. Or at least that's how it is intended to be. Thus, we can consider a showroom a particular shopping experience.

Showrooms can be temporary or permanent; Furthermore, they can be aimed exclusively at professionals (for example distributors, suppliers, wholesalers, agents ...) or also at the general public (private buyers). These types of events are usually located in large wholesale spaces.

Functions and objectives

A showroom allows creating a meeting place between buyers (clients) and professionals in a space that is usually very beautiful (or that is very well cared for and arranged).

This means that it allows communication between professionals in the sector, between client-professionals, etc; you can talk about fashion trends and other related topics. In addition, there you can find shopping opportunities and exclusive products.

On the other hand, a showroom is also an advertising claim, that is, it allows designers to promote themselves and exhibit their work. Thus, it is a way of looking for new customers, that is, an advertising medium. In addition, many photographers take the opportunity to photograph models at a showroom event.

The fashion industry: examples

We have seen how showrooms are typical marketing events in the fashion industry; however, they cover many other sectors, as we will see later.

Returning to the world of fashion, the showrooms in this sector mainly include products such as accessories, bags, shoes, clothing, etc. But, How is it different to sell in a showroom than in a traditional store?

Basically the difference is found in the exclusivity of products and designs and in the personalized attention to the client. People who go to a showroom will be able to find unique designs and collections; In addition, they will also be able to find products that adapt to what they are really looking for (and their needs).

There are infinite examples of Showrooms in this sector. Most of the most prestigious in Spain are in Madrid and Barcelona. Some examples of showrooms located in Madrid are: the BDBA Showroom, the Gallery Room, the Marga Láriz Showroom (one of the most prestigious in Madrid) and the CIA de la Moda.

Beyond fashion: examples

However, a showroom is not exclusive to the fashion industry. Thus, more and more sectors are joining this type of events and shopping experiences, such as the jewelry, furniture, interior design, automotive or wine sectors. An example of the latter is the Fashion & Wine Experience.

In the automotive sector, for example, we find the Audi Spheres (a futuristic facility in Copenhagen) as a showroom. It is an event where the latest technology predominates; that is, the use of video screens in all rooms and that showed the most important objectives of the brand (in this case, electric cars, lightweight design and ecology).

The shopping experience: a revolution

The shopping experience has evolved for both the customer and the seller over the years, and is currently in constant revolution. In other words, the marketing, sales, fashion and other sectors are sectors that are constantly being exploited.

You no longer want the customer to enter a store and purchase a product; now one works through emotions, sensations and expectations. For example, there are companies that are dedicated to designing specific perfumes for specific brands; the companies or brands that hire them want their customers to smell their cologne and quickly identify their brand.

Another example is when we enter certain clothing stores, which smell in a certain way (and very intensely); it is intended that we associate the brand with the aroma. Many of these stores, in addition, also play a specific music (and quite loud), to influence the customer when buying (and encourage them to buy).

But now it is betting on going further, and that is why showrooms and other events appear, so that the shopping experience is different, more experiential and fun. The aim is for the customer to know the product and to do it in a pleasant and different way.

Bibliographic references

• MDO. (2018). Advantages of a showroom compared to a traditional store. Madrid Journal.

• Pont, H. (2016). The best-known bag and fashion showrooms in Spain and their influence. MBMV.

• Rodriguez-Donaire, S., Casi, E and Carbonell, X. (2009). Mango SA: reinventing the fashion sector. Universia business review.