Bread & Butter achieved strong results
Bread & Butter achieved strong results
 

24 Jan. 2012

REVIEW: BREAD & BUTTER HIGH FIDELITY

The 26th edition of Bread & Butter has achieved its strongest results yet since its return to Berlin in 2009. Despite the challenging economic climate, visitors and exhibitors of BBB were all in high spirits during the three-day event at former airport Berlin-Tempelhof.

Karl-Heinz Müller, CEO of Bread & Butter, stated: ”Berlin confirmed and expanded its role as one of the most important fashion capitals. The run on Berlin is undaunted due to the variety of events. The results of the areas Urban Superior and L.O.C.K. – Labels of Common Kin have especially exceeded the expectations of the exhibiting brands and labels. Our exhibitors were presenting themselves at their best. We thank all the participants for their great dedication.”

The new Treasury department recorded a consistently high frequency of visitors
The new Treasury department recorded a consistently high frequency of visitors


During the opening party last Tuesday, 3,500 people kicked off the fashion season of fall/winter 2012/13. The campaign “HIGH FIDELITY: Prepare For a Strong Winter” was well-reflected over the three fair days and the international textile industry for street- and urban-wear seems well-prepared for the coming winter season. All eight hangars and gates of the historical airport were booked with 640 fully busy exhibitors, recording a consistently high frequency of visitors. This was especially the case at the new Treasury department as well as the Fire Department expansion at L.O.C.K. and D.O.C.K. - Department of Contemporary Keynotes at the SPORT & STREET area.

VISITOR STRUCTURE

Compared to the January 2011 event, the number of visitors grew by 3.5%. Despite the international structure of visitors, more local visitors from Germany attended the fair. There was also an increase in visitors from Scandinavian countries, particularly Sweden and Denmark as well as from The Netherlands, Switzerland and Austria.

Still high and stable were the number of visitors from the UK/Ireland and from France. In addition, BBB welcomed visitors from the US, Canada, Brazil, India, China, South Korea, Japan and Australia. A significant growth of visitors came from the Far East, Eastern Europe and Russia. The expected decrease in visitors from Italy, Spain and Greece was kept in check.

Rainer Ksoll of MOD Jeans said: “On the first day we had as many visitors as we had last time over the course of three days. All the important retailers' buyers, especially fashion orientated flagship stores and key accounts, joined us."

Heiner Sefranek of Mustang was also happy with the fair: "We are overwhelmed. All the important retailers came to see our new styles of jeans dedicated to the 80th anniversary of the brand.

Ersin Binicioglu, Cross Jeans commented: "People were in a positive mood, they wanted to see the new collection, and we were very busy. Dark Denim and corduroy were the top sellers. Mavi had a nicely decorated booth; the denim kitchen was a hot spot for all visitors.”

"We got very good responses on our items and we've had a successful year," said Conny Stöckl of Lacoste.

92,500 tickets were sent to industry professionals, relevant buyers and trade visitors worldwide.

BERLIN NEEDS A REAL FASHION WEEK!

Karl-Heinz Müller added: ”It is good and it is natural that more will happen in Berlin – success is attractive. But it is important that each format has its own agenda in order to not cannibalise existing programs. I have attended ‘Show & Order’ initiated by my former employee Verena Malta. She did a good job: great location, good portfolio of brands, very beautiful presentation and passion for details. But Berlin cannot make it in three days. The events have to be split up in a better way, for example from Tuesday to Saturday, which would be five days. Berlin needs a real fashion week!“

PREVIEW SUMMER 2012

Due to the strong progress of the dressy fashion segment, URBAN SUPERIOR will be expanded by 3,000 - 4,000 sqm, similar to the Denim Base additions. Since the success of its debut, Treasury will also be enlarged at the summer Bread & Butter fair taking place 4 - 6 July.

The Denim Base was one of the most successfull areas
The Denim Base was one of the most successfull areas


Müller commented: „In summer 2012, Bread & Butter…will be held under the motto 'THE ROCK,' which will serve as a symbol of immutability and imperturbability. This reflects the strength and continuity of the Bread & Butter trade show for selected brands.”
Mona Schmadl, Lisa Dartmann, Anastasia Dyakovskaya

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