After celebrating its 10th anniversary last year in July with a “Supershow,” the Bread & Butter trade show once again exceeded the expectations of the international textile industry. Under the motto “High Fidelity,” the B&B show was organized for the sixth time on the historic grounds of Berlin's Tempelhof airport. About 640 brands and labels exhibited at the Berlin fair, which took place on Jan. 18-20. Some brands, such as Diesel and Replay, did not exhibit at this year's winter edition of the B&B show. Replay has exhibited at B&B since the trade fair came back to Berlin.
Breaking their previous silence on attendance figures, the organizers were proud to announce that, despite difficult economic circumstances, visitor numbers increased by 3.5 percent compared with a very high level at last year's winter event. Most of the brands and labels exhibiting in eight hangars and the gates of the historical airport registered strong traffic at their stands.
Remarkably, more German visitors came to visit the B&B show at Berlin-Tempelhof. Nevertheless, the foreign contingent remained large, with an increasing number of visitors coming from Scandinavian countries, especially from Sweden and Denmark, from the Netherlands, and from Switzerland and Austria.
Attendance from Great Britain/Ireland and France was high and stable as usual. People also arrived from the U.S., Canada, Brazil, India, China, South Korea, Japan and Australia. In particular, visitor numbers from Eastern European countries, including Russia, and from Far East increased significantly. About 92,500 tickets were sent out to industry professionals, relevant buyers and trade visitors before the event.
For this year's winter B&B show, new area concepts were developed and a special area for accessories was set up behind the main entrance at the former gates of the airport. Additionally, the L.O.C.K. area was expanded by using the space of the old airport fire station, and a small container village was created inside the Sport & Street area in order to provide grown-up streetwear labels a distinct place to exhibit their premium collections.
A big opening party at the High Voltage club, followed by events for two nights in a row, welcomed about 3,500 guests. During the following two days, the public in Berlin was specifically invited to join in the celebrations of the show.
As more and more brands and labels wish to exhibit in the Urban Superior area of the trade show, this area will be expanded for the upcoming event this summer. The area should be extended by an additional 3,000-4,000 square meters through the docking of pavilions to the exterior of the hangars, in order to include more exhibitors and to draw brands to the outside of the hangars, so they don't dominate the space inside. Brands that wish to have more space during the next B&B include Marco Polo, Bench and Drykorn. The next B&B trade show will take place from July 4-6 with the theme “The Rock.”
Bread & Butter took once again place in the framework of Berlin Fashion Week, which also included the Bright streetwear show at the former Stasi headquarters and the more fashion-oriented Premium show at the former mail freight depot at Gleisdreieck.
Bright, remaining the leading European trade show for streetwear, sneakers and skateboarding, featured more than 350 brands and registered some 12,000 visitors this year, stable compared with the show last winter. The ratio of foreign visitors at Bright reached 40 percent, with France still representing the largest portion of European visitors, followed by the Netherlands, the U.K. and Italy. The fair recorded an increase of over 150 percent in the number of visitors coming from the U.S., Japan and China.
Brands exhibiting at both fairs – Bright and Bread & Butter – included Hub Footwear, Adidas, New Balance and WeSC. Puma exhibited until last year at both fairs, but decided this year to leave the Bright trade show and exhibit only at B&B, whereas brands like Nike, O'Neill, Iriedaily, Volcom, Roxy and Quicksilver opted for Bright and did not exhibit at Bread & Butter.
The more fashion-oriented Premium show at Berlin's former freight depot at Gleisdreieck welcomed more than 800 brands, 25 percent more than in January 2011. Over 1,400 collections were presented at the fair.
Thirty-eight percent of the visitors at Premium were from Germany, Switzerland and Austria; 28 percent from southern Europe; 20 percent from France and the Benelux countries; 5 percent from Scandinavia; 4 percent from overseas; 3 percent from Eastern Europe; and 2 percent from the U.K. and Ireland.
Many shoe brands, such as Kennel & Schmenger, Peter Kaiser, Paco Gil and Hunter, only exhibited at Premium, whereas Flip Flop and Guess exhibited at both Premium and Bread & Butter. The U.S. brand Bogs exhibited for the first time at Premium.