German trade shows to debut new concepts and locations

By

Rüdiger Oberschür

Translated by
Barbara Santamaria

Published
Jan 7, 2019

Berlin continues its evolution. After show organiser IMG decided to part ways with Berlin Fashion Week in 2018, triggering enormous momentum last year, the city’s trade shows are emerging as the drivers of change, repositioning and reviewing their concepts to adapt to the ever changing fashion industry.

Premium has been boosting its exhibitors for months to fully exploit their brand power for its upcoming edition, taking place from 15-17 January.

Panorama, which launched its own online magazine last year, wants to have a more visitor-friendly setting and a broader view into the fashion world, using its Fashiontech conference to stand out from the crowd.

Meanwhile, Messe Frankfurt has brought together its eco-fashion formats under one roof and will be launching its Neonyt concept at Kraftwerk on Köpenicker Straße, where Fashiontech will also take place, during the next edition of the German capital's Mercedes Benz Fashion Week.

Berliner Salon and Vogue Salon have also changed their location. Now in their ninth season, the Fall/Winter 2019/20 collections will be presented for the first time in the St. Elisabeth Church in Mitte.

More than 3,000 brands and even more collections will be showcased to buyers in the capital over the four-day period.

With 1,000 brands and around 1,800 Fall/Winter 2019/20 collections, Premium will be debuting its new format at Gleisdreieck over 24,000 square metres of show space.

Following several studies and consultations with European buyers and industry experts, exhibition organiser Anita Tillmann and her team are focusing on creating a better dialogue: each brand is to present its key looks, key items and key stories at Station-Berlin to attract more buyers and inspire and initiate new interactions.

"Brand new worlds are being created and redesigned on the basis of pricing, image, positioning and distribution in the eight halls of Station-Berlin, and each brand will present a key look, key item or story on its stand. The goal is to capture buyers' attention, inspire them and actively initiate dialogue,” Tillmann said.

Next door, at Kühlhaus Berlin, Show & Order will be held over 2,000 square metres across five floors. Designed as a ‘retail experience space’, the show will host around 200 brands and collections.

In addition to womenswear, menswear and children’s fashion, the focus will be on footwear, accessories, beauty and lifestyle products.

The aim is to offer buyers inspiration, stories and excitement in a business platform that is inspired by a concept store. Key brands include Cotton Cady, Buffalo London, Marjana von Berlepsch, Vagabond and Another Brand.

Seek is also moving, and trying to take its ‘Trade Union’ concept to the next level in the Arena Berlin. Here, a cooperative approach and mutual exchange will also take centre stage.

VIPs will be offered special services and direct contact with the brands. According to Seek Director Maren Wiebus, the goal is to push the idea of exchange across the 7,000-square-metre exhibition space.

The show is celebrating its 10th anniversary, however Bright will be taking a break this season and is expected to make a return in the summer.

Key brands showing at Seek include Alpha Industries, Burlington, Dickies, Fred Perry, Napapijri, Qwstion and Sandqvist.

Panorama has also revised its concept. The fashion trade fair, held at ExpoCenter City, will be giving its visitors a “passport”, which will take them on a journey of discovery through areas such as streetwear and casual lifestyle.

The so-called ‘Expedition’ - the result of intensive market analyses - starts in front of the venue in a ‘bubble tent’. In the new check-in area, a café lounge will mark the show’s new mood.

The exhibition will spread across seven halls, with over 600 brands and labels showing their collections for the Autumn/Winter 2019/20 season on 35,000 square metres.

Labels including ARKK Copenhagen, Kaptn & Son, Nitro and Oxbow as well as Lobster & Lemonade, Burton, Damur Studio and Zoo York will be showcased in the streetwear area.