BERLIN — Zalando said the first edition of Bread & Butter as a business-to-consumer platform would take place Sept. 2 to 4.
The e-tailer bought the former trade show from founder Karl-Heinz Müller in June 2015 and originally planned the first new-look Bread & Butter event at the fair’s home base at the former Tempelhof airport during fashion week this month. But after the Berlin senate turned the venue into a refugee shelter, Zalando shifted the event to Arena Berlin.
The new format is described as an experimental platform where brands can create their own showcases and events to communicate with consumers, and conduct sales.
“We deeply believe in the future of Berlin as a fashion location. With this strong and consumer-facing event, we created something new and inspiring for Berlin and the fashion industry. We put our customers and brands in interaction by making it possible for everyone to participate at Bread & Butter — online and offline — and experience the best of fashion in the digital age,“ said David Schneider, cofounder and member of the management board at Zalando.