Bread & Butter Berlin (BBB) organiser Karl-Heinz Müller is determined to pursue his plan to add two consumer-only days to the three-day trade fair in July, despite the threat that many exhibitors will not take part in what they see as an unnecessary and pointless exercise.
As Drapers reported last week, many British brands have no desire to remain in Berlin to interact with German consumers during the busy trade selling season. Retailing from the stands will not be permitted.
However, Müller told Drapers he has the backing of major brands, especially German ones, who understand his desire to present the branded sector as an alternative to the ever-expanding multiple retailers.
“My idea is to introduce brands to the consumer in a different way. The consumer is not the enemy: ultimately he or she is the customer of everyone,” he said.
“I cannot understand those brands that complain it will cost more to stay in Berlin for a couple more nights. It will only be a few hundred euros per person and they often spend that socialising during the existing show.“
The main problem is that many people in the business are lazy, with no inspiration. I would like to have involved active people and brands that have something to say. They have to put the effort in.”
Müller insisted BBB was the ideal venue for this bold initiative.
“Berlin is the city of streetwear and urbanwear and Bread & Butter has no competitor. My show should be multichannel like a smartphone, not just one-dimensional like an old mobile phone. The consumer market is already there and I don’t understand the problems people are putting up against it.”