The spring 13 edition of Barcelona-based contemporary and urban fashion show The Brandery has defied the gloom with 63% soar in visitor numbers, after tackling tough trading conditions head-on by flying out key international buyers.
The seventh edition of the show, which is open to both the trade and the public, attracted a total of 24,820 visitors, compared to the 15,200 that attended the spring 2011 edition. This season’s tally included 12,948 from the general public, and 11,882 from the trade. The show also attracted 15 groups of international buyers, leading to 162 meetings with brands.
This comes despite tough trading conditions leading to retailers slashing buying team travel budgets, instead either opting for select shows or conducting buying appointments at UK-based showrooms. While local department stores visit each season, show director Miguel Serrano told Drapers that The Brandery had taken steps to ensure that exhibitors got to see key buyers by paying for them to travel to the show, and for their accommodation during the trip.
He said: “We’re investing in getting key buyers out to the show, to offer a commercial guarantee to exhibitors. A lot of the big companies have cut their travel expenses, and where they were visiting five shows are now only visiting one, often opting for the major fashion shows.”
He added: “For this edition we invited buyers from key overseas retailers such as Italian department store Coin, as well buyers from Brazil and from China, paying for flights, hotels and everything.”
The show also organised a speed-dating session where brands had five minutes to present themselves to buyers, enabling even the smallest of exhibitors the chance to get show their collections.
The Brandery will be back in Fira de Barcelona’s Montjuïc Exhibition Centre from January 25 to 27 next year for its autumn 13 edition.