Young fashion brands are in two minds about showing at Bread & Butter Berlin this season after the event increased its average stand size, forcing up the cost of exhibiting.
Sources told Drapers that the total cost of exhibiting at B&B’s new Berlin Tempelhof Airport location had risen on average by between 10% and 15% following B&B’s relocation from Barcelona.
Several brands said they had been asked to take significantly larger stands if they wanted to stay within their existing sub-sector of the show. They have been offered alternative smaller spaces, but said the brand adjacencies were unacceptable.
The boss of one brand said: “In Barcelona everything was set out for us and Berlin is going to be more expensive. I will suck it and see and show for a couple of seasons though.”
One sales director of a menswear brand said: “The problem with B&B now is that unless you are a G-Star-sized brand and can host people on your stand all day, you just get lost. It’s hard for smaller brands to make it work for them.”
Other brands said they were considering hosting other events in Berlin, like parties, along the same dateline at B&B, to capitalise on attendance but avoid the high costs associated with the show.
However, the benefits of exhibiting at B&B still outweighed the price rise for some. “As long as the costs are manageable it is worth it,” said one brand’s managing director.
B&B said the costs per square metre had not increased.
B&B Berlin runs from July 1-3.