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B&B Berlin off to quiet start after key brands’ no-show

Streetwear trade show Bread & Butter Berlin got off to a slow start on Wednesday, with several notable brands absent.

As Drapers went to press, the aisles at the spring 13 edition, which ran from July 4 to 6, were said to be less busy than in previous seasons.

Pepe Jeans London European operations director Charles Eisenhour said it seemed very quiet on the opening day: “At the last fair you couldn’t even move. The denim hall is usually the first crowded place and [this time] it’s not.”

In May, Drapers reported that young fashion brand Bench was no longer planning to show at Bread & Butter as it looked to implement a new global marketing strategy.

Bench was the latest in a string of high-profile names to pull out of the event. Last season, Diesel, Replay and Religion all decided not to attend, while this season denim brands Miss Sixty and Levi’s were also absent.

Andrew Townsin, UK country manager for French heritage lifestyle brand Aigle, said he was “not fazed” by some of the big brands pulling out, adding that he had been encouraged by footfall at the Aigle stand so far.

View the full report from Berlin

Readers' comments (2)

  • In the current climate, it's of no surprise that brands have decided to pass this time around for what often is an expensive PR exercise.

    I can see this seasons trade shows being the worst on record in terms of forward booking, which brings into question of their relevance for what are often over hyped events in the first place.

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  • Eric Musgrave

    It was sad and worrying to see BBB so much quieter than usual. It is the most fabulous gathering of the industry and it's a shame that some absent brands and retailers don't appreciate what an important function the fair serves in bringing everyone together for a mere six days a year.
    Well done to Karl-Heinz Muller and the team for starting to re-energise the jeanswear sector with the spectacular Tempel of Denim concept. It was a creative and inspiring addition to the show.
    Alongside BBB, the Premium, Seek, Capsule and Bright events offer a great overview of the industry in Berlin. Some of the mega-brands that were absent this season ought to be back in January with a more modest presence than their egocentric mega-stands that are inappropriate for the current trading conditions. And retailers ought to remember that all trade shows are staged for their benefit. Make the effort, people!

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