26 Jan. 2010
LOW TURNOUT HURTS JAM BERLINFollowing several editions in Cologne, Jam held its first show in Berlin from Jan. 20-22. But while organizers expected higher traffic because anchor fairs such as Bread & butter and Premium were also held in the capital, the turnout failed to meet forecasts.
“We are not happy, the frequency was disappointing,” said Jam organizers Wolfgang and Sebastian Klinder and Günter Sommer a day into the show.
Some 260 exhibitors showed at the inaugural event in Berlin at Rathenauhallen, including new labels such as Antique Rivet, Greystone, Madonna, Gorilla, Sisters and Spider, yet only about 6,000 visitors came to the show — even fewer visitors than in Cologne.
Still, Jam Berlin started off on an enthusiastic note. The show had a nice location, everything was super organized and decorated. Jam session was rocking all over in Berlin. At the traditional get together for all exhibitors and visitors, the iconic Berlin DJ Kaos was spinning all the right tunes, with catering provided by the Korean restaurant Yam Yam. Booths were open and people were relaxed and in a good mood.
“Bread & Butter is the giant but we are nice and cosy,” was the comment by some exhibitors.
Although the first day was very quiet, all attendees were in good spirits, with several large booths such as His, Pioneer, M.O.D., Justing and Paddock´s reporting strong traffic and key customers in attendance.
But by the second day, exhibitors were increasingly disappointed by the turnout. “We are not really satisfied,” said Peter Kelzenberg, Managing Director Pioneer Jeans. Christian Pyka, Product Manager Paddock´s, added: “We didn’t expect such few visitors.”
Overall, most visitors only visited the huge booths, while new and relatively unknown exhibitors were bored due to the absence of visitors. One reason was the distance between the fairground and Bread & butter and Premium, despite a shuttle service between the shows and even Mercedes Benz Fashion Week’s venue.
Will Jam rock in the future? Jam’s Klinder and Sommer will need to think about a new concept and how Jam can be successful in the future. Hopefully we can say again, “Yes, we Jam.”
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