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CPD embarks on modern revamp

Next season's edition of German mainstream womenswear exhibition CPD will showcase a more modern look with three new fashion areas.

Thanks to a collaboration with London design consultancy JHP, which also works for luxury department store Selfridges, the Düsseldorf exhibition will have a revised layout with new walkthroughs and signage to make it easier for buyers to navigate the exhibition centre.

Frank Hartmann, chief executive and president of show organiser Igedo Company, explained: "CPD continues to be the driver for the fashion capital of Düsseldorf. With the new structure we offer exhibitors and visitors a new, up-to-date concept.

"The more emotive hall design and newly defined neighbourhoods will make the trade fair fit for the future with a view to long-term growth. Our aim is to provide the impetus for the fashion industry in tough economic times."

The three new areas are called Spirit, Boutique and Essentials. Spirit will house more trend-led international lifestyle brands and will also contain a sub-area dubbed Concept 11, which will present more trend-led price-conscious fashion.

Boutique will group together design-driven mid-priced collections along with maternitywear, kidswear, plus-size fashion and a basic separates area called Essentials. High-end product will be located in the Avantgarde Gallery, and will be presented as a sub-section within the Boutique area. This section will also serve as the location from which to catch VIP shuttles, buses and taxis to showrooms.

Pauline Tyrer, manager and buyer at Fall Woman in Knutsford, Cheshire, said the show had needed to change after becoming less relevant to her store over recent years. “I used to go to CPD because it was a powerful, important show when our shop opened five-and-a-half years ago. But it went from being too big and spread out to being far too condensed.

"I didn’t feel there was enough there for me to warrant a trip at all last season. If I were to be tempted to go back, I would want to see plenty of new brands."

As Drapers went to press, the show's organisers could not confirm which – if any – new brands would show at the next edition on February 1-3 at Düsseldorf Exhibition Centre, and added that although the alterations would come into effect for the February edition of the show, it would take until July before the full ramifications of the changes would be felt.

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