The July edition of Bread & Butter will be open for two days for consumers, owner Karl-Heinz Muller revealed at a press conference in Berlin today.
Tuesday July 8 will be purely for press, whereas Wednesday July 9 and Thursday July 10 will be “professional days” for retail buyers and other trade visitors (including press). Friday July 11 and Saturday July 12 will be “public days”, open to the end consumers who Muller believes is controlling today’s market.
To back up his strategy, Muller pointed at that many other industry events, such as the Baselworld for watches and the Frankfurt Book Fair for publishing, mix trade and consumer visitors.
The new slogan for the fair is We Are BreadandButter the Global Hub of Modern Lifestyle.
For consumers the basic entry cost will be €25 (£21.13). Buyers and press will still be free. Suppliers and non-exhibiting brands will still pay €500 (£422.67).
Exhibitors will be able to show either their autumn 14 or spring 15 ranges, but Muller said that brands will not be allowed to sell from the stands as he does not want to take sales from retailers.
Muller said he challenges brands to make interesting - and possibly different - propositions to the press, buyers and the end consumers.