Brands have welcomed Bread & Butter’s decision to relocate to Barcelona for one season each year and to add Seoul as its first Asian location in 2015.
As revealed this week by Drapersonline.com, the Spanish edition will run on January 8-10 at the Fira de Barcelona grounds. The Seoul show will take place on September 3-5. A Berlin show will run at the end of June, although dates have not been finalised.
B&B founder Karl-Heinz Müller announced his plans on Tuesday evening (July 8). He told Drapers only a few brands had been consulted on the Barcelona move, including Pepe Jeans London, G-Star and Hilfiger Denim. The South Korea show was kept under wraps, but he said the city was chosen over Tokyo as Japan has “an older population and is probably too established”.
“Seoul is very young, progressive, hungry and independent, with street life and there is real power, plus it wants us,” he said. A location has yet to be confirmed, but interested brands are being invited to the city this September to assess the options.
It is also returning to Barcelona, where it ran successful shows between 2005-09. Müller added: “Of course we also have to go in yet another direction. The American continents are waiting for us.”
Brands exhibiting in Berlin this week said the changes would help attract new visitors, expand brands’ horizons and “keep things fresh”.
Andrew Townsin, UK and Ireland country manager at French lifestyle brand Aigle, told Drapers: “It’s refreshing. Change is needed and is good. Buyers are spoilt for choice here so they are not spending as much time at the shows. It’s not so good for German customers, but overall it’s a good move.”
Denham jeans founder Jason Denham said: “The industry is moving faster and faster every day, so it’s important the trade shows move as well. Asia is hugely important for us; Korea is one of our fastest-growing markets. What Müller wants is to keep people excited.”
David Brown, commercial director of Original Penguin, added: “Barcelona focuses more on the Mediterranean market, whereas the Berlin edition appeals more to a northern European customer, so it will help us draw in more customers.”
However, Tom Brady, UK and international sales manager at Ben Sherman, said: “I think the new venues will give it a boost as it’s exciting, something different. But [rival Berlin shows] Seek and Premium are brilliant, so it might split the crowd. Will people really travel just for B&B?”