Your browser is no longer supported. For the best experience of this website, please upgrade to a newer version or another browser.

Your browser appears to have cookies disabled. For the best experience of this website, please enable cookies in your browser

We'll assume we have your consent to use cookies, for example so you won't need to log in each time you visit our site.
Learn more

Bread & Butter to be open to consumers

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.

More follows.

Readers' comments (5)

  • This doesn't sound workable to me. The public will receive confusing messages if they see both Aw 14 and Spring 15 collections. And will those collections still excite them when they go into store if they've already had sight of them?
    I will concede, however, it could work for labels if the consumer sees them at B&B and then demands them from their local stores thus making the stores stock them to satisfy a demand.

    Unsuitable or offensive? Report this comment

  • Another last throw of the dice from the organisers. Bread & Butter has had its day, but they clearly are finding it hard to accept.

    Unsuitable or offensive? Report this comment

  • I think this is potentially a greta idea for brands to connect directly with their consumers.

    However, how are B&B going to determine who is a consumer (paying £21.13) and who is a supplier/non-exhibiter (£422.67)?

    Unsuitable or offensive? Report this comment

  • Interesting idea however surely this contradicts with the new policy of banning the buying teams from so called 'vertical operations' who can register as a bonafide consumer.

    Unsuitable or offensive? Report this comment

  • I really don't understand the logic of this move. At that time of year, as soon as the show is over, I'm wanting to get back to the showroom, to start seeing my customers. Two days talking to German consumers, as insightful as they may be, is a luxury I cannot afford.

    Unsuitable or offensive? Report this comment

Have your say

You must sign in to make a comment

Please remember that the submission of any material is governed by our Terms and Conditions and by submitting material you confirm your agreement to these Terms and Conditions. Links may be included in your comments but HTML is not permitted.