Young fashion fair Bread & Butter threw open the doors to its Tempelhof Airport location in Berlin this morning and while the first-morning crowds were somewhat lacking, exhibitors and buyers were confident the show would be a more business-like success.
The impressive and imposing structure of Tempelhof Airport, combined with a new outdoor concept for the show’s denim area, has injected new drama into the show format.
“Gone are the days of flashing the cash and big nights out. We are here to do business.”
Jason Eames-Illingworth, commercial director, Wrangler
While previous editions of Bread & Butter in Barcelona were know for their networking opportunities, exhibitors in Berlin were commited to driving sales and are taking the show seriously.
Wrangler commercial director for the UK and Republic of Ireland Jason Eames-Illingworth said: “Gone are the days of flashing the cash and big nights out. We are here to do business. The show venue gives an awesome first impression. We are anticipating a good show.”
Ben Sherman chief executive Miles Gray said the Berlin venue would give him more opportunity to engage with German buyers than the Barcelona event had. He said: “While the German customers were elusive in Barcelona, they are all here in Berlin. Germany is a far more important market for us than Spain and we have an appointments schedule full of potential new customers.”
Exhibitors were also confident that key UK multiple retailers would make the trip to the show. “We know the big store groups are coming,” said Levi’s marketing director Andrea Moore. “The question is how many indepedents will turn up.”
Julian Dunkerton, co-founder of Superdry, added: “You have to ask whether the key buyers will be here and of course they will be. This is the biggest show in Western Europe. You have to take it seriously.”
Meanwhile protesters, who told Drapers last week they would have a strong presence on the first morning of the fair where nowhere to be seen. However a police presence was visible.