Zalando, which bought the bankrupt Bread & Butter trade show in Berlin last June, says it will stage the first consumer-oriented B&B show on Sept. 2-4 at Arena Berlin, where the Bright and Seek trade shows were held last month. Zalando was looking for a new site for its fashion festival as the Senate of Berlin had decided to keep using the premises of the Tempelhof airport to accommodate refugees.

With this new event, called “Bread & Butter Now,” Zalando wants to offer brands a platform to promote themselves. It will feature events combining fashion and entertainment and a conference for bloggers and digital natives interested in fashion. Zalando says that the initiative is in-line with its strategy to make fashion accessible to everyone. The so-called “Bread & Butter by Zalando” will be digitally connected with consumers worldwide and it will play a role in Zalando's advertising and product mix policies.

As there was no B&B show last year, many brands decided to flock to the other fashion fairs in town or not to show at all. Last month's edition of the show was cancelled, too, and Zalando instead proposed to organize a charity concert together with suppliers to collect aid for refugees. Observers believe that Zalando was unable to gather enough support for its consumer festival and evidently, a fashion party would not have been suited for the refugee situation. Thus, a charity concert did not take place and Zalando postponed the project to September.