Young fashion trade show Bread & Butter is to unveil a new concept for its July 2014 edition, founder Karl-Heinz Müller has revealed in an open letter.
Müller sent an open letter to the trade to explain the changes to the Berlin-based show, which has been running since 2001.
He said: “After many conversations in the course of the last weeks and months, a thought has come up more and more: the thought that the time has come for us to change something, and not only in our own interest, but also in the interest of the whole industry. Bread & Butter will newly position itself from July 2014 on. We will open a new chapter.”
Müller said since the show has returned to Berlin “a real gold digger mentality” has spread tp the city with many new tradeshows and smaller event opening up.
He added: “In Berlin, a ruinous competition has begun. We all know what it means if the supply overtakes the demand. In the end, what remains are exhibitors and trade visitors who don’t know anymore where they should or have to go. Especially for foreign visitors, Berlin has become confusing.”
Müller said the market has changed “massively” with chain retailers expanding strongly and ecommerce developing, “all this does not make life any easier for the stationary retailer,” he said.
He said his conclusion is the industry is in the middle of a “distinct structural change”, which Bread & Butter does not want to ignore. “Times have changed massively. The Bread & Butter as the leading trade show for contemporary fashion culture has to offer the appropriate answers. Today, a change of place, as demanded by many exhibitors, is not enough anymore. Again and again rumors are spreading saying that Bread & Butter would move to Istanbul. This is not our plan. Germany, as a strong home market, has clear advantages for our exhibitors.”
Müller said he has decided to include the end consumer in the show. “Due to the new media, the end consumer is better informed than ever before,” he said. However Müller added he expects a “strong opposing wind”, similar to when the show moved from Cologne to Berlin.
The show will conduct a preview with brands, agencies, retailers, the press and potential sponsors at Soho House in Berlin on December 16.
The January 2014 show will mark the 30th edition of Bread & Butter and will be held from 14 to 16 at Airport Berlin-Tempelhof.