Day two of the Berlin trade shows has demonstrated a dramatically different atmosphere to yesterday, with the crowds really picking up for many of the smaller shows.
Drapers’ first stop this morning was to high-end trade show Premium, where the crowds were so tightly packed, it was a struggle to even get into the exhibition hall. Despite the price points of brands at Premium being much higher than at other shows on offer, stands were busy and footfall obviously strong. Whether this will translate into orders being placed remains to be seen, but reaction from brands appeared positive this morning, with particular emphasis placed upon the larger presence of European buyers this season.
Next on the agenda was newer trade show Panorama, which houses an array of mainstream brands. The show certainly seemed significantly busier than it did during its debut last season, although less crowded than the shows in central Berlin. It’s obvious that the location of Panorama (out of the city, near to the airport) is still problematic, as it takes a thirty minute shuttle to reach. However, stand holders told Drapers that all this meant for brands is that they have to expect buyers in waves, with alternating quiet and busy periods while shuttles transfer visitors. Much like last season, the setting of Panorama was extravagant, with stands occupying huge spaces and incorporating modes of branding like light installations, tunnels and even a small aeroplane. A mini beach was set up outside, for buyers and visitors to relax during lunch, complete with a tiki hut bar and a live band.
Our final stop of the day was street, skate and surfwear trade show Bright. Always a great show for spotting smaller up and coming labels, Bright didn’t disappoint with its spring 14 offering, which included some great finds from start-up labels. However, on the more established end of the spectrum, the super-cool atmosphere of Bright attracted some real heavyweights this season, including O’Neill, Vans, and Adidas.
Tomorrow we’ll be back to Bread and Butter, so keep an eye on the website for further updates from Berlin.