In an effort to raise awareness of Spain’s fashion and manufacturing capabilities, the country’s trade show producers are changing the format of shows, forming strategic marketing relationships and upgrading the quality of exhibitors.

At Madrid’s Semana Internacional de la Moda (SIMM), slated for Aug. 29-Sept. 1, Espacio Hombre will make its debut. The fair-within-a-fair will feature 40 men’s wear exhibitors spread over 6,000 square feet in pavilion 1 of the Juan Carlos I fairgrounds. The new show joins SIMM’s women’s wear exhibitors in pavilions 2, 4, 6, 8 and 10. Both sectors are expected to stretch over 344,445 square feet, a marginal increase over February.

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