The summer edition of Bread & Butter Berlin has divided opinion among labels, but those planning to attend are optimistic that visitor and order numbers will be high.
Ash Kumar is founder and creative director of short-order menswear brand Native Youth, which has been showing at BBB for two years. He was confident attendance would be up at the event, which runs from July 8-10 at the disused Berlin Tempelhof Airport: “With it being an internationally recognised show we feel attendance will be up – to date, we haven’t had a bad BBB.”
Sharon Fraser, sales manager at women’s young fashion brand Glamorous, agreed the international following was a key draw for her: “There is a decline in the number of UK customers, but increase in international business. That’s good for us – we go to promote our brand in other countries.”
Managing director of streetwear label Supremebeing David Newman told Drapers he was optimistic: “We got a lot of accounts from the last show; fingers crossed it’ll work again this season.”
Others, however, were less positive. Martin Howard, sales and marketing director of young fashion T-shirt brand Chunk Clothing, explained why he is not showing this season: “We felt [BBB] had plateaued and lost a bit of confidence with the announcement that it was moving to a five-day show. We’re going to keep an open mind and will consider exhibiting there again as we still feel it is relevant, but it needs to reinvent itself.”
BBB announced in December 2013 controversial plans to add two public days to the trade show, although this was dropped in February.
Dutch brand A Fish Called Fred has switched to Berlin’s Panorama this season, having shown at BBB’s last five editions. Owner and founder Rob Schalker said: “Panorama is growing; it has more and more visitors each edition. That’s not the case at BBB.”
Businesses were confident about the season, however, agreeing that the general mood had lifted over the past year.
Newman said: “We have had great sell-through and repeat orders have increased. The mood at last season’s BBB was more buoyant.”
Schalker added: “We’re expecting further growth… because retailers are more confident. They are looking for something new that’s sellable.”
Last week, data company GfK said its index, which measures how people feel about the economy and their personal finances, suggested consumer confidence in the UK reached a nine-year high in June.