Brands have welcomed Bread & Butter Berlin’s decision to ditch controversial plans to add two public days to the trade show.
Founder Karl-Heinz Müller announced on Tuesday that the next edition, now set to run from July 8-10, would only be open to trade professionals to “meet the wishes of the majority of our exhibiting brands and specialist retailers”.
The decision to open the show up to consumers was made in December as part of a wider move to rejig the format after brands complained it had become tired and lost credibility.
Drapers previously revealed that a number of high–pro le names such as GStar, Superdry and Boxfresh had pulled out of exhibiting at the fair.
Brands welcomed BBB’s decision.
Simon Purchase, marketing manager of streetwear brand Supremebeing, said: “The increased expense and logistical issues didn’t stack up against the value we felt the two extra days could bring.”
Ash Kumar, founder and creative director of short-order label Native Youth, said BBB in January had been successful but the brand had been unsure whether it would attend the extended July edition.
“Logistically, there were issues as we need to get on to other shows in Paris and Los Angeles. Plus I don’t think there’s any need for us to meet the high street. We’ll de nitely return now they’ve reverted back.”
Sharon Fraser, sales manager at women’s young fashion brand Glamorous, agreed: “It was just a showcase, a marketing tool for the German public, and that’s if they even came through the door.”