vfraza@reedbusiness.com

Trade Show or Fashion Show? That was a legitimate question for attendees of The MRO 2003, an industrial trade show unofficially known as the "Industrial Fashion Fair," hosted by Norwegian distributor TESS. A distributor of hose and accessories, TESS decided to spice up its annual customer trade show by giving attendees a little entertainment along with the regular dose of education and product demonstrations. Fashion models and comedians seemed just the thing.

TESS launched the Industrial Fashion Fair a few years ago, and positive response from customers and exhibitors has caused it to grow. Held Nov. 5-7, 2003 at the Norway Trade Fair in Oslo, the Industrial Fashion Fair featured more than 100 exhibitors, educational workshops and seminars, and a catwalk, where fashion models sported the latest in industrial footwear, protective clothing and other items.

"It's a way to stand out, more or less, from the rest," explains Bjørn Sørensen, director of international business development for TESS, one of Norway's largest industrial distributors. "There are a few other similar fairs in Norway. This was a good way to make it a little bit more exciting."

Indeed, what better way to show off a new line of protective clothing than with lingerie-turned-industrial models? Just like at a New York fashion show, they strode down the runway in time with the techno music. Comic entertainment and food helped round out the offerings at the three-day show.

More than 2,500 customers attended the event, which Sørensen says is a cost-effective way for TESS managers to meet with important trading partners on both sides of the channel. He says reaction to the show continues to be positive, with exhibitors anxious to take part in the next Industrial Fashion Fair, slated for June 2004 in Bergen, on Norway's west coast.

"There's no doubt this has been a good investment," Sørensen says.

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