The fashion trade show industry has been undergoing significant changes to meet with challenging economic conditions, changes in consumer spending habits, and the business of fashion as a whole. As more consumers shop online vs. brick ‘n mortar, utilize mcommerce, and engage a DIY lifestyle, so too has the concept of the traditional trade show changed. The retailer, while important, is just a part of the whole picture and is no longer a main source for showcasing trends. This has turned to other influences, including the buyer—who can be the maker–themselves.
Bread & Butter, as we’ve written about recently, has been undergoing significant changes, even turning their January fair into a “Back to the Street” event at their two locations in Berlin. But for summer, they are back at their usual location Airport Tempelhof, and are implementing different concepts that are steps ahead of traditional shows in matching the changing times of both the fashion industry and new consumers’ interests.
Here’s more:
Karl-Heinz Müller, Managing Director of BREAD & BUTTER, was encouraged by the positive response to his tradeshow during Berlin Fashion week: B&B hosted 40 brands and labels in its headquarter and store spaces in the “Blue Yard”. In a voting on site and online, a great majority of the trade visitors from the fashion industry and retail voted in favor of the return of BREAD & BUTTER.
In mid-December, BREAD & BUTTER had filed for insolvency. “But despite all turbulences, we encountered a wave of sympathy”, says Müller. With the omission of the tradeshow, general doubts regarding the relevance of Berlin as a fashion location arose. Many feared a massive weakening, especially in terms of the internationality of the trade visitors.
But Müller already plans the next BREAD & BUTTER tradeshow: In July 2015, it will take place in its usual event location Airport Berlin-Tempelhof.
“The rental contract with Tempelhof is still valid. Furthermore, due to protective regulations of the insolvency enactment, the landlord is presently not able to cancel the contract. BREAD & BUTTER keeps the long-term right to use the location”, emphasizes preliminary insolvency administrator Christian Graf Brockdorff from the insolvency administrator law office BBL Bernsau Brockdorff.
Müller and his team work at full speed: “We rework our concept for July 2015, for the industry’s challenges can surely not be solved with conventional trade shows alone. We stick to our ‘fun & profit’ success motto.” The objective is enhancing the brands’ appeal and not the mere coverage of necessities.
The new concept’s main cornerstones:
• Airport Berlin-Tempelhof remains the event location
• Early date with same event period: Thursday to Saturday, 2nd – 4th July 2015
• Clear conception of fashion clusters following target groups
• “Design & Agents Area” for trade agencies of the corresponding target groups
• “Lean Management & Production”, enabling a distinctly lower price per square meter
• Clearly defined areas exclusively for the invited trade visitor (B2B)
• Defined “consumer area” for marketing activities of the brands and labels (B2C)
• Large-scaled evening events such as parties, concerts or festivals with the incorporation of the brands and sponsors
• Inclusion of further brands from the lifestyle segment outside of the classic field of fashion
Karl-Heinz Müller is convinced: “Our new concept fits to Berlin. With its size and structure, Airport Tempelhof offers ideal conditions for the trade show. The extensive free areas provide nearly unlimited space for everything one can imagine.”
Preliminary insolvency administrator Graf Brockdorff adds: “The necessary financial funds for the relaunch are already provided by investors. Our aim”, he resumes, “is the rehabilitation of the trade show. I have visited the ‘Back to the Street’ event myself and have held numerous conversations with the trade visitors. A great number of people from the industry continue to support BREAD & BUTTER.”
