The World Cup in South Africa was a distraction to proceedings in Berlin, so the organisers provided huge screens to show the games.
TITLE PREMIER LEAGUE
SLOGAN Best brands. Best buyers. Best business
DATES July 7-9, 2010
Some 9,000 fans watched the Germany v Spain semi-final on a 730 sq ft LED screen.
Tough trading rather than football matches was the probable reason that most brands reported seeing fewer British buyers than in previous seasons, but the sunny (and very hot) show was bathed in an unexpected attitude of optimism.
The rising costs of cotton and increased freight charges occupied brands’ minds, but fashion items such as drop-crotch denims offered a potentially lucrative new direction. “We are not out of the woods yet, but there is positivity and more confidence than in previous seasons,” said Levi’s marketing manager Jamie Hall.
A notable aspect was the high number of long-haul international visitors, with Dubai, Japan, Australia and the US among the countries represented.
“It’s the best of the best of the best. Here you can see how the business will look in the future,” said Diesel owner Renzo Rosso.
Among the changes at the show was an overhaul of the Sport & Street section in Hangar 1 and the revival, after a five-year absence, of a kidswear area, the B&B Kids Camp.
The marketing image for the season was inspired by the statue of the three giants on the roof of the Communication Museum in Berlin.
The trio of figures used by B&B represented the three generations of its community: the old and wise; the powerful middle-aged; and the young and optimistic. There were also three groups identified in the show’s slogan that season: Best brands. Best buyers. Best business.
Trends lifting the spirits were head-to-toe denim looks, worn denim washes, chinos in khaki and brights, yet more checks, heritage-inspired military and/or workwear influences, horizontal stripes on tops, and neutrals and florals for womenswear.
The early Bread & Butter years were like a dirty little fashion secret. You felt as if you had uncovered something new, like a new band in a seedy backstreet venue. Spring forward to today and that up-and-coming band is now global and is playing at the world’s largest music festival to the beat of 50,000 fashionistas. I love how B&B has united a global audience under the banner of clothing. It brings together like-minded brands and like-minded people under one roof to sell, show off, debate, party and unite.