The Premium and Bright trade shows in Berlin enjoy a dynamic January edition

By

Olivier Guyot

Published
Jan 27, 2016

With the disappearance of Bread & Butter from this January's edition, the Berlin trade show season (led by the Premium Group, by Panorama and also featuring Show & Order, Green Show Room/Ethical Fashion Show and Curvy), threatened to become less international.  

'Nein!' was the response from the Premium Group show organisers. The trade show trio made up of Premium, Seek and Bright enjoyed a rise in visitors, despite sub-zero temperatures.

Premium hosted about one thousand brands, more than a quarter of them new exhibitors, and claimed a nearly 10% rise in visitor numbers. According to the exhibitors interviewed, the first day was very quiet, as apparently many German buyers opted to survey the range on offer at Panorama. But the second day turned out to be very dynamic and cosmopolitan. The show in fact announced that 70% of its visitors came from abroad, while the share of German visitors fell by one percentage point compared to the previous edition.

Specifically, 5% of visitors hailed from Austria and Switzerland, and 19% from southern Europe, both of these segments having gained in importance. Behind them, France and Benelux represented 19% of visitors (-1 point), while large export markets accounted for 12% of the total. Scandinavia and Great Britain accounted respectively for 6% of the contingent, while 3% of visitors came from eastern Europe.    

"We enjoyed similar results at the Seek and Bright shows, since both of them recorded an increase in visitors. The atmosphere at these shows was equally positive. For this season, we have continued to identify and professionalise the portfolio of contemporary, urban brands," said Anita Tillmann, Managing Partner at the Premium Group.

The group also renewed the shuttle system between Premium and the Seek-Bright duo, located along the Spree, within the Arena's post-industrial context.

The Seek show featured 500 collections and, in addition to independent and emerging brands, it attracted some big players such as Lee, Levi's, Puma and Reebok, all of them showcasing their premium collections. Seek featured booths in very light-coloured wood, and also offered a presentation of a selection of historical sneakers and an area dedicated to lifestyle products, complementary to the textile lines.

The Bright show, as usual focused on skate and streetwear, was without Nike SB and Adidas Skateboarding, but could still count on powerful motors such as Carhartt, Van’s, Nixon, DC Shoes and Element. Now in its 22nd edition, the show claimed the presence of 250 brands and a 30% rise in visitors. The latter fully benefited from the proximity with Seek, enjoyed by exhibitors who were able to make contact with new potential clients.

The next edition of the Berlin shows will be held from 28th to 30th Juin.