From her showroom, Mirke welcomes customers daily during the buying season:
“I present the new collection to retailers and buyers from major retail companies. This results in orders for the upcoming season.”
Outside the sales season, she’s often on the road — visiting existing clients or reaching out to potential new retailers.
What makes her job so appealing?
“The contact with customers. We’re not just selling products; we actively think along with our partners: What works in the store? Which items sell well? That collaboration is what makes the job so interesting.”
Why PREVIEW?
The decision to participate in PREVIEW is a deliberate one:
“It’s a well-attended trade show, early in the season. It’s ideal for giving customers a first impression of the collection. And we always generate new leads.”
According to Mirke, a physical trade fair offers an accessible way for buyers to orient themselves and discover new brands.“I always notice how necessary a fair still is — it allows people to browse our collection without any pressure.”
Van Gennip Textiles has participated in every edition of PREVIEW and is enthusiastic about the concept.
“A successful trade show day for us means good attendance, seeing familiar faces, speaking with existing clients, answering questions, generating new leads, and of course, presenting the new collection.”
Mirke can’t share too many details about the new collection yet, as the presentation was still scheduled at the time of the interview. However, she does reveal:
“There will be more color, and as always, we’re looking for innovation within our established brand identities.”
PREVIEW Spotlight is an interview series featuring brands that are participating in the upcoming edition of the PREVIEW trade fair.
Organized by CAST in Nieuwegein since 2020, the fair brings together relevant brands for buyers and retailers in an accessible and well-structured setting where atmosphere and content go hand in hand.
Source: FashionUnited
