After three editions of the B2C fashion festival in Berlin, online giant Zalando said it would definitely not be staging a Bread & Butter in 2019. “It doesn’t fit into our long-term strategy,” a spokesperson said, adding that the e-tailer would nonetheless hold on to the brand name Bread & Butter. Zalando acquired the fair and the rights to the name after Berlin’s pioneering streetwear trade show went bankrupt in 2014.
Zalando co-chief executive officer David Schneider was quoted in local reports as saying “Everything in which we invest and try out must bring us further as a company while being scalable at the same time.”
“It was a great event and we learned a lot,” said a Zalando spokeswoman of the Aug. 31-Sept. 2 edition, which drew about 35,000 consumers in Berlin and generated more than 1 billion online hits. “But it was always something that targeted a more niche group,” she continued. “We want to be a platform that connects brands and consumers, and creating other experiences. And now it’s about opening up the experience to a broader base” via more local, personalized events.
Bread & Butter founder Karl Heinz Müller had plans to bring back the former Bread & Butter segment LOCK, or Labels of Common Kin, during the next Berlin Fashion Week from Jan. 15 to 17 but then pulled the plug. He cited the “existing confusion and uncertainties regarding our rental of Hanger 7 at Tempelhof Airport” as the reason for not going forward with LOCK at this time. “There was no long-term perspective for me as a trade fair organizer,” he said, but concluded the need for such a trade event and meeting point remained. “At this point, I can’t say how, when and where that can be.”