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Strong brand mix but ebbing footfall at Premium

Drapers’ trip to the spring 17 shows in Berlin drew to a quiet close today (June 30) at Premium.

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The last day of any show is naturally flatter of course, but some exhibitors complained that it felt like footfall was down across all three days compared to previous seasons in Berlin. A couple of brand representatives said they had seen a lot of existing customers, but not very much in the way of new business.

Another told Drapers the layout of Premium – now in its 13th year and located at Station, a formal postal freight depot – is beginning to feel a bit tired.

However, those in the central halls seemed happier with the number of visitors streaming through. There were reports of a good mix of German and some international buyers, although most agreed that the Berlin shows no longer draw in British, American or Japanese retailers as they once did. For most that was not a concern – they were there to see good quality German and mainland European accounts, and were happy with the turnout. 

Overall, while it may have been quieter for some, Premium continues to offer a diverse mix of bigger Europeans brands alongside some interesting new ones.

For the highlights of this week’s Berlin shows:

Mixed feedback on sunny second day in Berlin

Brexit chatter stirs up day one of Berlin shows

We will bring you a roundup of the best product from Premium, Panorama, Seek and Bright in the next issue of Drapers and on

What did you think of Premium this season?

Lena Heiss, sales agent, Les Petit Hauts

It has been busy for us at Premium, with busy mornings and quieter afternoons. It has been fairly international in terms of buyers although we are really here for German buyers nowadays. All in all in feels like Berlin is getting quieter, there are less people here to just have a look around and find something new.

Stuart Jamieson, sales agent, Johnstons of Elgin

It has been quieter than last year. We’re a cashmere brand so the summer shows are not as strong for us anyway, but It’s been a tough spring season; the weather has been atrocious and budgets are likely to be restricted. You see the right people here, but it’s a lot of people you already know. We’re looking for some fresh blood and that’s not happening.

Manuela Hochschon, sales agent, Gestuz

Premium has been great. A really good show for us, with the second day being the busiest. For us its mainly German buyers, but there have been international visitors too. The rumours are that the Berlin shows are slowing down overall. People just don’t seem to come to shows as much nowadays, and when they do they don’t place orders here. People seem to prefer the showroom experience now.

Vitus Overgaard, head of international sales, Samsøe & Samsøe

Yesterday was very busy, we had the German department stores. It depends on whether you have done your homework – we see stands here that are completely empty.

Jessica Rudolph, sales manager, Minimum

Premium is not as international as it was; there are just a few countries represented now, by the Germans, the Dutch, and Danish. It is still important to show up though as we get more business here than in our showrooms. Additionally, buyers from larger department stores visit the trade shows which is good.

Mario Roberti, brand manager, McLaren Scotland

This is the first time we are at Premium. I find Germans are very conservative and careful. They don’t risk much and are less open to explore new brands. Shows in general are more for networking. We definitely don’t come back with a stack of orders like we used to.



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