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The Berlin Shows: Views from Berlin

Exhibitors’ thoughts on the Bread & Butter, Panorama, Bright, Seek and Premium shows.

Thomas Herter head of distribution, Marc Cain

Footfall [at Panorama] is only so-so, but at the end of the day it is a marketing event for us. Germany is our key market and accounts for 40% of our turnover, so we come here to showcase the brand - not to attract new customers. Our main customers come here to see us.

Andrew Townsin UK & Ireland country manager, Aigle

Buyers are spoilt for choice in Berlin, and I think that means they spend less time at each show. In terms of accounts, it feels a little quieter[at Bread & Butter] than usual.

Gareth Jones sales manager, Duck and Cover

This is the first season we haven’t shown at B&B. It’s a great show but it’s less important now from a UK point of view. You’re paying a big premium to be there and everyone was talking it down, so we thought it was time for a change. Panorama is the best show for us to reach the German and Dutch markets.

Jas Aytan director, Criminal Damage

After 10 years at B&B, it feels like the right time to be at Bright - this is now our second season here. We’re enjoying it this season and it’s been a strong, concise show. It’s definitely busier now they’ve opened up a third floor at the venue [19-21 Brunenstrasse]. We didn’t see as many UK customers as we’d have liked, but it’s been agood marketing exercise for our German, French, Dutch and eastern Europe accounts.

David Brown commercial director, Original Penguin

I’m excited about B&B’s move to Barcelona - it should focus more on the Mediterranean market, whereas the Berlin edition appeals more to a northern European customer. Our denim has been really popular this season. Besides that, our shirts have been picking up interest - we have a 1950s Miami theme, with tiki and bamboo prints. Pink and duck egg blue are our key colours.

Emil Krainer export manager, Bitte Kai Rand

This is our fourth season at Premium and the quality level here is high. We’ve seen mainly German buyers, with some British buyers too. Graphic prints and strong colours are doing well for us - we have an oriental blue that everyone is drawn to. Our focus is on trying to look after buyers and ensure they buy the right amount and the right product.

Mikkel Rasch global sales director, Bruuns Bazaar

Premium is one of the most important fairs for us - we’ve been here on and off for 10 years. It’s quieter here than the January edition, but that’s to be expected. The British buyers have been picking up the more trend-led fashion pieces, while our Scandinavian customers have been here to find basics. Eastern European clients want more shiny, feminine products.

Jason McKey account manager, Farah Brands

We moved to Seek from B&B two years ago because we felt the brands were more aspirational. It’s more about the product, not about having crazy, over-the-top stands. Seek is very trend-led - very much a similar feel to Jacket Required in London. We always find we do well picking up UK buyers here.

Hilton Thompson UK key account manager, Lyle & Scott

We like going to Seek - we find there’s a strong focus on product rather than stands. The show gives brands the opportunity to present themselves at face value and gives product the chance to sing, rather than the stand. We try and offer an edit of our most colourful pieces.

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