premium trade show

PREMIUM is providing a contemporary trade platform for choice collections, international newcomers and exclusive trend products. Selected for innovation and quality, PREMIUM Fall/Winter 2011/2012 will be presenting approximately 900 international women‘s and men‘s collections, a wide assortment of accessories and shoes, as well as fine fragrances and cosmetics. In addition to a strong presence of the most important brands, PREMIUM will focus on current themes such as PREMIUM Green Luxury and PREMIUM Denims. By strategically addressing important buyers and the international press, PREMIUM joins business with lifestyle. As the largest European market – coupled with the creative potential and dynamics of Berlin – Germany is galvanizing broad international interest, appeal and media power!

Premium trade show was the alternative ‘big’ established trade show to Bread and Butter. It features all the big brands plus smaller businesses starting out and Premiums bright young talent initiative helping graduates and newcomers gain exposure. Premium doesn’t put as much emphasis on visual merchandising however; you find a lot of new brands and designers for inspiration and contacts.

One of Premiums bright young talent winners from the previous season was Sebastian Elrich, his prize being to showcase at Berlin Fashion Week, after getting talking to him and seeing his collection- Just one of those things, I was lucky enough to be given the opportunity of going to his show, and shortly after the emailed invitation was received. Here is an article I wrote for the Trend Boutique on Elrich as ‘One to watch’

TIP: don’t be afraid to ask to visit the shows, they can only say no and it is most defiantly worth the try and experience.

[‘As soon as I saw his designs I was drawn to the garments full of colour and his staple grey tailored pieces. ‘It is all about contrast’ says Ellrich, ‘I like to give my customers the option of customising their own clothes, all my collections are made to be worn, of high quality materials that are durable and fashionable. Hoods can be taken off and put back on, coats can be reversed for a different look, skirts can be adapted for a high-waisted occasion to a layered mini and lets not forgot that all designs can be made to order with colour preferences’. Ellrich doesn’t do things by halves. When I was invited to his show I couldn’t miss the opportunity and was told it was something not to be missed’]

bread and butter trade show

Today was the day we arrived at Bread and Butter, the airport aesthetics were carried out all over the event and as we arrive we were given trend bibles and tote bags (which unknown to me I would collect, eventually bringing home 22). After having our passes printed and scanned we first reached Magazine Avenue and couldn’t help ourselves enough to the free magazines on offer. TIP: don’t overload on the first day, remember you have to carry these around with you, they are available on the other days too, but be warned the favourites- Drapers, VICE etc are gone by then.

When walking around the event it is split into sections Menswear, Sports, Womenswear with all the brands on stalls trying to attract attention by visual merchandising and staff promotions. Around the side of the event there are also brands that close off their visual merchandising and only selected press and buyers are allowed in, these are more selective and make sure to promote yourself positively when you approach them.

4 Visual merchandising trends that were recurrent within brands were:

Scientific customisation: Designers were employed to create custom made pieces for buyers, press and visitors, from T-shirts to jackets, spray paint to jewels, the guest could view their personal creation being made right in front of their eyes. A lot of scientific influencers were also seen- Blue blood jeans created jeans on operating tables having blue dye transfusions/ petri dishes, tubing, scientific measuring jugs and smoke were seen at the event.

Food Muse: Food influencers were seen within the majority of visual merchandising but also in the service brands offered their customers. Dunlop offered trainers within ice cream displays, Puma offered customers a personalised snack bar giving out snacks and within another room cocktails and Levi’s offered long tables full of food and drink and discussions, to name but a few.

The model mannequin: Brands either opted for models or manikins in their VM or a bit of both, models were made to be stood still and not move and some brands opted for manikins that moved and even street danced.  The contrast between the living and the fake was sometimes hard to differentiate.

The production process: Brands offered the potential clients an insight into how the products were produced. Toms opted for a step-by-step theory approach, whist Pepe Jeans created different windows to look into with staff dying, striping, bleaching, stitching and washing the denim. Designal created elaborate cocktails in front of your eyes and invited the lucky few to sample the products after… a mix between food and production. Trends were overlapped and there are to many to mention.

TIP: many brands approach you on the stalls asking what company you are from and have a lot more contact details and brand folders behind the scenes. Don’t be afraid to ask questions, but also remember there are important clients around where they could be more productive.