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German buyers dominate buzzy start to Berlin shows

The domestic market braved the snow and sub-zero temperatures in Berlin on Tuesday to kick off the biannual stint of trade shows in the German capital.

panorama autumn 17

panorama autumn 17

Drapers spent the morning sussing out mainstream exhibition Panorama, home to the latest collections from big German brands like Meyer, Luisa Cerano and (an animal print-themed) Marc Cain.

Predictably the halls close to the entrance were bustling as buyers meandered through the large impressive stands, taking in the inspirational VM if not actually writing orders. The outer halls were a lot quieter and caused some concern from brands – however, they were optimistic the afternoon would provide a more bountiful footfall flow.

After a swift lunch (following a not so swift queue) the Drapers team explored what contemporary show Premium had on offer.

Busy aisles and glowing feedback from exhibitors ruled the roost in some halls, however those towards the back (like at Panorama) were less than pleased with the turnout on the first day.

A lack of international buyers was also highlighted by brands at both shows, but the overall mood remained positive.

Follow Drapers for further updates on all the action from Berlin.

Mood of the show

Pascal Kuzio, sales manager, Sisters Point, showing at Panorama

Panorama is the most commercial of the Berlin shows and it’s a good one for us. We’ve come looking for new customers and we have seen new buyers on the stand today. I’d say 95% of the people here are from the domestic German market but we’ve also seen some Dutch, who come here before going to CIFF in Copenhagen.

Matthias Krebber, Apricot London, showing at Panorama

It’s important for us to come to Panorama to see contacts and be part of the community. You do see buyers walking around and it’s a commercial show. We used to go to Bread & Butter, which was more like a big party, but at Panorama it’s more business orientated and people are talking about figures - they’re here to do business.

Andre Kreusch, sales manager, footwear brand Bronx, showing at Panorama

This is our second time showing at Panorama and we think it will be busy. It was a great show for us last season and we were picked up by a lot of clothing retailers. We’re expecting 50% German buyers and 50% from other European countries.

Sebastian Springer, area sales manager, PWT Brands agency, showing at Panorama

This is our first time showing at Panorama. We showed at Premium last year. It has been quite quiet for the first day. I thought it would be busier. We’re expecting to see German customers, it’s not really an international show anymore.

Elvira Nass, sales director international Luisa Cerano, showing at Panorama

Most of the buyers here are of course from Germany. For us, this show is important to make existing customers aware of new collections and reassure them their budgets are safe. It’s also a chance for us to up sell as customers can see and feel the product. We’ve decided not to do Scoop in London this season as we were no longer meeting new people there and we can only take 100 samples so cannot showcase the entire collection.

Alene Grobe Lordemann, sales agent at Buhrs 3.0 Agencies, showing at Premium

It has been really busy for us. We’ve seen a lot of new customers – all from Germany and Austria. We don’t do any international business at the show.

Jeremy Mcalpine, sales agent, Roberto Collina, showing at Premium

It’s been very positive so far. The day started with some customers from Japan but we’ve mainly seen people from the German-speaking markets. The brand has exhibited here for five years. It is an unmissable regional show and it’s great that it’s at the start of the season. Customers come here to find out further information about the brand, make appointments in the showroom and most importantly, it’s one of the few places we write orders.

 

Readers' comments (1)

  • I was at Seek and Bright late afternoon and both were busy in terms of footfall with some interesting brands on show.

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