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Bread & Butter to host Diesel’s trade show comeback

Denim brand Diesel is to make a return to Bread & Butter after an eight-year hiatus from the streetwear trade show.

Diesel will return to the fair’s next edition in Berlin on January 20-22 as the brand launches a “renewed” focus on the young fashion market and makes moves
to better engage with its 180 UK stockists.

The Italian brand has inked a deal to take a 6,460 sq ft anchor stand in the Denim Base area at B&B alongside rivals G-Star and Levi’s. The stand will showcase Diesel’s menswear and womenswear mainlines.

“There is a clear recognition that it is vitally important to remain connected with the young fashion consumer,” said Diesel UK managing director Jonny Hewlett. “We are looking to make a statement.”

The decision to return to its young fashion roots comes after Diesel headed upmarket with premium ranges such as Black Gold. However, it revisited its pricing strategy for autumn 09 to refocus on its heritage market.

One stockist of the brand said: “Diesel is not on young kids’ radar. They’ve been in a bubble and Jonny is a realist. B&B will help Diesel build relationships.”

The brand has historically shied away from the trade show circuit and the decision to show at B&B is thought to have been spurred on by the fair’s return to Berlin last season, after eight seasons in Barcelona. Hewlett said the relocation meant the fair was back at the forefront of buyers’ minds.

Hewlett added that B&B had regained its market relevance as a result of the move to Berlin.

Diesel is set to host a “big bang” party for stockists during B&B but Hewlett said the show would be approached as a serious business initiative rather than solely as a marketing exercise. “It is an opportunity to see existing customers, but to also meet with prospective or lapsed customers,” he said.

B&B organiser Karl-Heinz Müller added: “For many years Diesel has had no international presence at trade fairs. We are happy it has chosen Bread & Butter.”

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