Jan Mayen booth
17 Jan. 2014
Show report: Premium - Overwhelming variety
Premium was a good example for the current trade show situation in Berlin: the event itself works very well and serves its purpose as a platform for information and communication, but as retailers and exhibitors agreed, the high number of trade shows and locations spread all over the town makes it difficult to focus. "Three trade shows would be more than enough. With the many events right now buyers just don't have enough time," says Ralf Butz of the German based agency Agents of.
Regarding Premium, on the one hand the big offer of collections again showed a great variety of contemporary upscale brands, but on the other hand, according to some visitors that we spoke to the high number of collections seems almost overwhelming: "Every square meter here is sold, it's almost too much," says an exhibitor. Martha Grosu of MiH Jeans thinks of choosing a more intimate setting for the coming season: "Otherwise as a label that is not yet well-known you might get lost."
All in all, Premium again was highly frequented, especially on Wednesday. Not only the quantity, but also the quality of buyers was excellent. "Also the big players and key accounts of German retail appreciate that you gain the perfect overview at Premium. It's the major task of a trade show to give orientation and inspiration, and this is what Premium offers," states Thorsten Link of Diesel. Retailer Alexander Lochner of Lochner Top Fashion & Shoes in Burghausen: "Today, you need to double the number of suppliers for your store adding on some smaller labels, for example footwear, jewellery or accessories brands. This is exactly what you can find at Premium to complete your assortment."
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