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Visitor numbers 'tremendous' at Premium

Visitor numbers at Berlin tradeshow Premium surpassed expectations last week as the fashion industry descended on the German city for a plethora of tradeshows.

The show, which took place on the grounds of the Station in Berlin from January 18 to 20, showcased over 800 brands including menswear, womenswear and accessories labels.

Although no exact numbers were provided, visitors from the UK and Ireland comprised 2% of the total with visitors from Germany, Austria and Switzerland making up the largest proportion at 38%.

Premium co-founder Norbert Tillmann said: “As a matter of fact, we’ve even surpassed the results of last season. The attendance figures were tremendous and all of the important national and international retailers were here. The exhibitors were very satisfied in every respect. The first orders were placed as early as 10 o’clock Wednesday morning, and ordering continued throughout until Friday afternoon.”

Mark Hickling, sales agent at agency Marc Alexander, said footfall for UK visitors to the Circle of Gentlemen stand was up 20 to 30% on last season and added the tradeshow had been a success for the brand. “I saw a lot of good English clients, more than I’d seen the season before,” he said.

Meanwhile, brands including Tommy Hilfiger, Ben Sherman and Guess exhibited at streetwear tradeshow Bread & Butter last week. Visitor numbers at the main Berlin show rose for its autumn 12 edition as international and UK buyers sought out fresh brands despite some noting a lack of new trends.

See this week’s issue of Drapers (January 27) for full coverage.

 

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