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Berlin trade shows: Panorama underlines German market shift

The fifth edition of mainstream trade show Panorama underlined the shift towards more contemporary and lifestyle collections in the German men’s and women’s wear market.

On the first day of Panorama, Tuesday July 7, both German and international brands were keen to distinguish their ranges from the more classic, formal collections the industry was previously known for.

Karin Switalla, export manager at mainstream womenswear brand Marc Aurel, said there is a real feeling of change in the German, Swiss and Austrian womenswear markets at the moment. She cited tastes shifting towards more contemporary styles over classic shapes but said it was also reflective of a younger generation starting to take over established or family businesses.

“In the UK we do see signs that people are looking for something new  in this direction, but there is still a bit of a resistance compared with our domestic market,” she said.

German womenswear brand Betty Barclay used the show as a launchpad for a new, younger sister label called Betty & Co, which includes relaxed separates starting at £15 for a three-quarter-length-sleeve top in a viscose-cotton blend and going up to £55 for a loose jacket at wholesale.

Georg Weckendorf, export director at Betty & Co, told Drapers: “We have moved away from traditional seasons and will have between eight and 10 deliveries per year, and we’re targeting between 100 and 150 accounts in the UK.”

Panorama organiser Jörg Wichmann said the show has grown to 664 brands in total over 40,000 square metres over the past five seasons. For this season it has introduced a new concept called Nova comprising around 65 contemporary brands and specialists across the lifestyle category.

“The show has started really well so we’re really pleased,” he said.

Alan Chapman, sales agent for mainstream menswear brand Casa Moda, said: “We’re happy with the turnout, but I don’t understand why more UK buyers don’t come because there’s a real buzz about this show.”

“I came to this show last season with an IMC menswear buying group trip and found it really useful,” said Bruce McLaren, owner of menswear independent Dalziel Kingsize Menswear in Woking, Surrey. “I wanted to come back this season to get my eye in and look for new brands but also to get new ideas about shopfits and visuals.”

Panorama started on Tuesday, as did womenswear event Show & Order and a much-reduced Bread & Butter. Premium, Seek and Bright all start today.

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