The 26th BREAD & BUTTER – tradeshow for selected brands again exceeds the high expectations of the international textile industry: with the sixth event on the historic Airport Berlin-Tempelhof, the strongest result since the return to Berlin could be recorded.
The mood was excellent throughout the three days of event, despite the difficult economic circumstances, following the motto: NOW MORE THAN EVER! The absolute numbers prove an unbroken high internationality in the trade visitor structure, and remarkably more German visitors came to Berlin-Tempelhof.
Karl-Heinz Müller, Managing Director BREAD & butter GmbH & Co. KG: "Berlin has once more proofed and further established itself as one of the world's most important fashion metropolises. The run on Berlin has not stopped. The versatility of the different events is an essential part of this. It was the strongest BREAD & BUTTER since the return to Berlin in summer 2009. Especially the results in the Urban Superior and L.O.C.K. – Labels of Common Kin areas exceeded the expectations of the exhibiting brands and labels. Our exhibitors have showed themselves in the best colours. We thank all those involved for their great commitment."
Last Tuesday night the order round A/W 2012/2013 kicked off with the traditional B&B Opening Party that welcomed approx. 3,500 guests. The "HIGH FIDELITY: prepare for a strong winter" campaign ideally reflected the three tradeshow days – the international textile industry in the Urban Casualwear segment is optimally prepared and equipped for the upcoming winter. All eight hangars and the gates of the historical airport Berlin-Tempelhof were fully occupied with ca. 640 exhibitors, and could register a constantly strong frequency – especially the new TREASURY area and the expansions FIRE DEPT. at L.O.C.K. and D.O.C.K. – Department of Contemporary Keynotes at SPORT & STREET enjoyed great popularity. The once again perfect organization of the event and the personal support of the guests before and during BREAD & BUTTER were particularly praised.
VISITOR STUCTURE
Compared to a very high level of the last winter event in January 2011, BREAD & BUTTER could once again increase its visitor numbers by 3.5 %. Despite the high internationality in the whole visitor structure, more German visitors came to Berlin-Tempelhof.
A significant increase in visitors from all Scandinavian countries, especially from Sweden and Denmark, could be registered. There were more visitors from the Netherlands, and also Swiss and Austrian visitors attended in higher numbers.
Visitor numbers from Great Britain/ Ireland and France were high and stable as usual. Also, trade visitors from the US, Canada, Brazil, India, China, South Korea, Japan and Australia were well represented. A significant increase from "Far East" could be registered. From Eastern European countries and Russia, BREAD & BUTTER could also register good increases. The expected decrease in visitor numbers from Italy, Spain and Greece was not very remarkable.
Ca. 92,500 tickets were sent out to industry professionals, relevant buyers and trade visitors before the event.
FASHION LOCATION BERLIN
Karl-Heinz Müller: "It is good and only natural if even more takes place in Berlin – in the end, success attracts. However, it is important that every format has its own theme, so that existing, successful events are not cannibalized. I am afraid that the buyer does not really know anymore where to find what. I have visited the Show & Order, founded by my former employee Verena Malta. She has done a very good job: great location, good brand portfolio, very beautiful presentation and a lot of love for detail. But: in my opinion, Berlin cannot be managed in three days. The events have to split up better, e.g. from Tuesday to Saturday, this would mean five days. Berlin needs a real week of fashion!"
PREVIEW SUMMER 2012
Corresponding to the strong development of the "Dressed up" fashion segment, the URBAN SUPERIOR area will be further extended for the upcoming event in summer 2012. Through the docking of pavilions to the exterior of the hangars, similar to the Denim Base, the area will be extended with stand space of ca. 3,000 – 4,000 sqm. Furthermore, BREAD & BUTTER will continue to expand the accessory area TREASURY, following its enormous initial success.
Karl-Heinz Müller: "In summer 2012, BREAD & BUTTER will take place from 4 - 6 July under the motto THE ROCK: the campaign is centered around the rock, symbol of stability and immovability, reflecting the strength of character and constancy of BREAD & BUTTER – tradeshow for selected brands."
SAVE THE DATE
B&B Press Conference Tuesday, 3 July 2012, starting 4:30 p.m.
B&B Opening Party
Tuesday, 3 July 2012, starting 7:00 p.m.
BREAD & BUTTER
Wednesday to Friday, 4 to 6 July 2012
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