One can understand why the city of Barcelona would want to establish a rival streetwear show to Bread & Butter (B&B), which returns to its roots in Berlin from next season.
Visitors to B&B brought with them millions of euros in tourist spend and the show gave the city a certain cachet in the international fashion scene, which wouldn’t be something Barcelona would want to give up lightly. And on top of that, it’s a matter of civic pride for this great city that it shouldn’t take the decision lying down.
But you have to question whether The Brandery can really pull off its ambition to be a true international rival to B&B, which saw footfall at its final Barcelona show in January fall by 20%. Brands contacted by Drapers say they’re sticking with B&B and welcome the move to the northern European city, which has a more business-like feel to it and will hopefully lead to more business being done. During more buoyant times the sun, sangria and party atmosphere of Barcelona was a huge attraction, but as visitors thinned out so did the appeal.
As such most brands are applauding B&B organiser Karl-Heinz Müller’s decision to breathe new life into the event, which they feared could fall victim to the same trade show fatigue that put paid to Cologne’s Interjeans and London’s 40˚ in the past. Also, many UK brands do more business in northern Europe, so a return to the heartland would make sense.
The Brandery may well turn out to be a nice national show for the Spanish market, and best of luck to them, but at a time when few buyers are travelling I can’t see too many international buyers making the trip to Barcelona, even if it is sunnier there.