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Quiet end to satisfactory Berlin shows

As ever, the final day of the Berlin spring 18 trade shows was a quiet affair.

Drapers started the day with a visit to contemporary show Seek and its skateshow neighbour Bright. Overall, exhibitors gave the show a positive review – they praised a strong brand mix and buzzy atmosphere, but said footfall was down on previous editions. Most were pleased with the quality of buyers they’d seen over the three days of the show and had seen buyers from etailers, as well as the traditional department stores and independents. Although Bright was noticeably quieter than its upbeat counterpart, here too there was praise for the steady stream of visitors ready to write orders.

After a quick pit-stop, the Drapers team jumped on a shuttle bus to Premium. Some brands said the second day had been quieter than expected and that the final day was predictably slow, dominated by bloggers and students rather than buyers.

It was a similar story at mainstream show Panorama, where the halls were ghostly compared with the busy first and second days. The mood was positive despite the quiet end. Brands said they had seen a steady flow of traffic and written more orders than they had expected, up on previous seasons. Several of the British brands showing said there has been healthy demand from the domestic German market, which most had come to see.

With that, Drapers joined the steady stream of visitors collecting their luggage and climbing into waiting taxis to head back to the airport.

 

Mood of the show

Seek

Mikkel Christensen Co-owner, H20 Sportswear

Seek has gone well for us. It hasn’t been extremely busy but we’ve made some good contacts here. It’s not been so much about selling here for us, but meeting the right people and promoting the brand. We’ve not seen everyone we wanted to see, but I’d say we’ve seen most. There’s a good mix of brands here, which is why we think Seek is the right show for us. We have seen buyers from Germany and Scandinavia, as well as three or four from the UK. There’s been a nice mix of buyers from ecommerce sites, as well as indies.

Heidi Koselowski Owner, Mio Martha

This is the first fair we’ve done as a brand and we’ve really enjoyed it. We’re hoping for it to be busy today, but there were a lot of parties last night. Day one was really busy but yesterday was a little quiet. We’ve met a lot of nice brands here and there have been some good shops looking around – particularly ecommerce. We’ve had no Germans at all: lots of internationals from London, Italy and Greece. We’re here for the whole of Europe.

Bright

Jesse Hyvari Co-founder, Makia Clothing

It’s been good, not packed, but a steady flow of people coming by. There have been real clients writing orders, which is why we are here. It’s a fun show, and we have a good contact base around the show, so businesswise it’s a good set up. Mostly, the buyers have been German, but it’s been very international and there have been a couple of stores from the UK.

Premium

Rico Neuss Brand manager, Ben & (representing Moose Knuckles)

Day one was a little bit quiet but the second day was very good for us. The last day was slow, as usual- it’s mainly been bloggers and students. We’ve seen less people than we have in previous editions of the show, even compared to last summer. However, we’ve seen the right guys and the quality of the people stopping by the stand has been good. The key accounts for us have all been here and it’s been a mix of department stores and independents. It’s been mainly people from Germany and Austria, and we haven’t seen many from the UK.

Marcia Giorgi Sales, Shaft jeans

The first day was good, but day two was less busy and today is very quiet. There were a lot of people around on day one. We’ve mainly seen independent stores from Europe, including a lot from the Netherlands. The quality of brands is really good here, so we expect a better quality of buyer than at other shows.

Salomé Ressencourt Designer, Komodo

We also do the Ethical Fashion Show, which takes place in Berlin at the same time, but we do this show because we’re looking to expand our customer base. Yesterday was quite busy. It’s been slow this morning but we have seen people coming onto the stand to do business, so the slowness is okay.

Thomas Boussuge Sales director, Pyrenex

The first two days were busy, but as an outerwear brand spring is never as busy for us. There hasn’t been a huge queue of visitors, but we’ve made some good contacts at the show – it’s a good show. There are indies from the big German cities here as well as people from the UK and Japan. It’s been a similar crowd to what we see at Pitti, but Pitti is the best show for international buyers now and there’s much less foreign interest here.

Panorama

Shunyan Nolan-Ho Senior sales executive, Glamorous

It’s been going really well, very busy with lots of new contacts. We’ve written orders here as well. It’s not really a writing show, but people are showing real confidence in the brand. There have been a lot of German customers, Portuguese and Russians, but no one from the UK – we go to Pure so people will come and see us there.

It’s been a good mix of people – a few bigger stores and key accounts. It’s been consistently busy as well, although yesterday was better than day one.

Ben Haywood Director, Lily & Me

It’s our first time here, so it’s a bit of an experiment, but we’re positive so far. We felt we needed to expand into Europe and this is the best show to start doing that. The first two days were good, but today has been quiet. There’s a lot of positives to the show and we’ve written some orders – a lot of people are here to schmooze, but we have done business. Germany is a very different market, but there is a desire for British brands with a point of difference, and we’ve had good feedback.

Matthias Meyer Sales, Katwick (representing Farah)

It’s been okay so far, but today is quite sleepy. We’re building the brand in Germany and we’ve seen 80% German buyers, but there have been some from South Africa and also Beijing.

Rohan Bassi Director, The Duke Clothing Co

This is our first time here. We came because it’s one of the main shows for Europe and Panorama is the biggest and best for the brand. It’s been slow today, but it was really busy up to now, and we’ve made a lot of contacts. We’ve written orders as well, which we didn’t expect. There haven’t actually been as many German buyers as we had expected – we’ve seen people from Poland, Greece and Italy. We do all our UK business at the London shows and Moda. As it’s not really an order-taking show, we’ll have to wait and review after things finish and leads are followed through, but I think we’ll be back.

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