Rising Sun booth in the L.O.C.K. area
Rising Sun booth in the L.O.C.K. area
 

08 Jul. 2014

Berlin Trade Shows: First day impressions

Day one at the fashion trade shows in Berlin: These are our first day impressions of the three biggest fairs.

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Bread & Butter: New rumors
At Bread & Butter, the mix of brands from handicraft to super commercial, from sportswear to classic menswear was again a big discussion topic. The absence of many big denim brands is evitable, without them the big link between the different brands and segments became a bit weaker. The presence of brands like Windsor and Eduard Dressler still appeared a bit out of place, however their commercial relevance was recognized by many ("You don't make your money from being cool, but from good sales", as one brand representative put it). One of the best segments is still the L.O.C.K. area with a very good international portfolio of special authentic denim brands, shirt makers, shoe brands and accessories.

But there are still enough confident people: for the German market, Bread & Butter is still very strong for buyers and retailers. “For us there is no difference to before”, says Norbert Löw from Bench, “Germany is the biggest market and that’s why we are here.” Bench’s new CEO Bruno Sälzer, at the moment still in charge for Escada, made his visit to his new streetwear brand.

People who moan about the splattered fair landscape in Berlin would like the idea of having a special denim fair separated from mass market brands at the same time. The good structure of L.O.C.K. makes the idea quite evitable, says the Danish denim brand Gabba and Blue de Gênes.
As usual, Bread & Butter is always good for new rumors: This evening, Karl-Heinz Müller is expected to unveil his future plans. The return to Barcelona might be one option, as insiders say. By Regina Henkel


Jeffrey Campbell booth at Premium
Jeffrey Campbell booth at Premium's shoes and accessoires area
Premium: Full house
As full as full can be: That is the first impression you get visiting Berlin’s Premium opening this Tuesday. On the one hand, almost every square meter is occupied and the great offer makes it difficult not to lose your way. On the other hand, the 900 exhibitors with about 1,500 collections offer an enormous and rich variety of fashion, shoes, accessories and lifestyle products for both men and women - and for retailers who want to build up an individual assortment. 
The first floor is very lively, where shoes and accessories have found a new home involving lots of talks, orders and work at the booths. The exhibitors are looking forward to the upcoming days. "Every retailer here is looking for something special", says Gabriel Fellsches. That is why he and his denim label DAWN feel very comfortable at this show. By Julia Mönnich


Panorama: Good business
Peter Kelzenberg debuts at Panorama with Pioneer
Peter Kelzenberg debuts at Panorama with Pioneer
Panorama fair at the Messe Berlin expo center started successfully. The halls were filled immediately and the nice decorated areas, the outside chill and relax zones, the new concept as well as the good organization got a positive response. "Here we have real business and we generate new clients", explained Meike Bausch, Madonna. A hotspot was the 1000 square meter fashion world of Camp David. Around 140 exhibitors, including Pioneer Jeans, premiered in Berlin. "We are happy to be finally here, many important clients were already at our booth", said Peter Kelzenberg. By Lisa Dartmann

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