Rick van Rijthoven, founder of Amsterdam’s Modefabriek show, is the new CEO of this trade show he established 30 years ago.
The manager and entrepreneur has just returned to lead the company, bringing his extensive experience in building and developing fashion platforms, supported by his clear vision of the fashion market.
He will now be managing three shows at the same time—Modefabriek taking place on 5 and 6 July, Shift Amsterdam, for the first time happening for one day only on June 22, and the debuting edition of Shift Frankfurt happening on July 1st and 2nd.
We have met him and discussed the future of the shows he will work at and about the future of shows within a fast-changing market and global scenario.
How will Shift and Modefabriek evolve and differentiate from now on?
Shift and Modefabriek target different audiences and brand profiles. Shift is raw and edgy, focusing on emerging trendy brands, often in denim, streetwear, or sportswear, with a younger, urban vibe that spans generations. Modefabriek, in contrast, is contemporary and timeless high-end, featuring ready-to-wear brands; the atmosphere is more polished and elegant. This distinction continues to be clearly reflected in presentation, stand design, and overall branding.
This summer, the Shift Amsterdam and Frankfurt editions and Modefabriek will happen in a very tight timing window. Are you planning to make them happen on the same dates in the future?
Shift Amsterdam will take place at the end of June, while Shift Frankfurt and Modefabriek will occur in early July. Shift events host around 100-120 exhibitors showcasing 100–150 brands, whereas Modefabriek features approximately 250-300 exhibitors and 300–350 brands.
The shows are deliberately scheduled separately to maintain their distinct audiences and brand identities.
What significant change can we expect already for the next July edition of Modefabriek?
At the next edition of Modefabriek, menswear will gradually be reintroduced. Given limited time, we are starting small with a few menswear brands that complement the existing womenswear collections, with the goal of expanding and enhancing the quality of this segment in the future.
We are also leveraging data and AI to optimize matchmaking between retailers and brands, as we already do at Shift events. Both show concepts are becoming complete platforms where retailers can view everything in one place and build a clear, targeted community.
What will be new at Shift?
From this edition onwards, Shift Amsterdam will gradually introduce womenswear, enabling retailers to discover like-minded brands in one location. At the same time, we can better align the look and feel of the shows and other events with the lifestyle of the brands and visitors, creating inspiring environments where energy and creativity are felt, and new ideas can flourish.
You created Amsterdam Denim Days, a successful consumer event happening in the same week as Kingpins. Will you create any similar project in the future within Modefabriek or Shift?
At Shift Amsterdam, we will also organize small, informal events, such as dinners for brands, retailers, and event organizers, providing relaxed opportunities for connection.
This concept is being expanded to Modefabriek as well, so that multiple touchpoints between the main shows strengthen the network and foster meaningful relationships.
Are trade shows still valid occasions to make business in fashion?
Trade shows remain important, but their role is evolving. The focus is increasingly on matchmaking, networking, and bringing the ecosystem together, rather than solely showcasing collections. Large mass-market events are losing relevance; smaller, targeted events in inspiring venues—like Shift and Modefabriek—are more effective, emphasizing quality over quantity.
Additionally, global circumstances are influencing behavior: people are traveling less and prefer local platforms where they can easily access relevant information. Organizers are taking a broader role by providing year-round services, such as community building, data-driven matchmaking, and connections with relevant partners, allowing retailers to continuously find the right collaborations.
How will shows evolve exactly?
As collections increasingly resemble each other, branding has become more important than ever.
Trade shows are not just about presenting collections—they are about creating a vibe, a feeling, and inspiration that people can experience and absorb. The energy of the event, the environment, and even the building itself play a crucial role in making attendees feel inspired and energized. Brands can differentiate themselves through special product presentations, experiential setups, and other creative ways to engage retailers while conveying their unique identity.
Both Shift and Modefabriek use plug-and-play concepts, which make participation straightforward and budget-friendly for brands. This system ensures that stands and presentation standards remain fairly uniform while giving each brand the opportunity to stand out and express its identity through branding. This combination allows all participants to be visible and relevant without needing oversized stands or excessive resources. I believe this will be winning in the near future, too.