The right mix of exhibitors and proper timing can make or break an event.
BERLIN — With German trade show competition at an all-time high, organizers are tweaking their calendars and strategies to find the optimal time slot and exhibitor mix.
The major Berlin fairs — Bread & Butter, Premium, B-in-Berlin and the new 5th Floor — have moved their schedules closer together. Bread & Butter, originally slated to close the season Feb. 2-4, will instead open the trade show calendar, bringing up to 600 denim, street, urban, sports and contemporary men's, women's and kids' wear makers to show at the Siemen's Kabelwerk complex in Spandau Jan. 27-29.
Premium (at The Station at Gleisdreick), B-in-Berlin and 5th Floor (both at the Berlin fairgrounds) all will be held Jan. 29-31, and the three fairs also have joined forces to organize Berlin Fashion Week, which will run Jan. 26-Feb. 1. Berlin Fashion Week aims to place the city in the spotlight by organizing fashion shows and serving as an umbrella for the assorted events and parties running parallel to the Berlin trade shows.
A newspaper in English and German listing all scheduled events will be sent to 40,000 retailers in Europe to help get the word out, and 800 free flights are being arranged for selected press and retailers.
"We don't intend to leave anything to chance," said Norbert Tillmann, Premium co-chief executive officer and a Berlin Fashion Week organizer.
Contrary to the popular saying, timing isn't everything. Content is also extremely important, and the fairs have been busy expanding and fine-tuning their assortments. New at Bread & Butter is Urban Elegance, featuring hip fashion for young professionals, and veryKids in the children's wear sector, which includes Diesel Kids and Oilily.
The former fashion show hall is being totally revamped as KA128, a galleried space housing "five-star" denim and other high-end fashion brands in a showroom-style setup of more than 32,000 square feet. There will also be a design area called BBB Studio 02, presenting the work of innovative interior and product designers working under the theme "How would you redesign the world?"
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