What Does The Berlin Fair Attract Great Attention?

The German electronics business "Bread & Butter" has attracted many brands such as Nike, Adidas and so on. As a famous European fashion trade provider, Zalando acquired Bread & Butter in 2015 and changed it from the B2B professional exhibition to the ordinary.

The B2C mode.

Bread & Butter, in addition to attracting brands such as Converse, Eastpak, G-Star Raw, Selected, Lee, Levi, s, TOPSHOP, Levi, and so on, has come to show shows and set up booths. Earlier, it announced the cooperation with the popular models to promote the joint series. The official exposure of the series has been made by Mr. Yu, who is not a direct brand of the brand. But on the line, he announced and launched a set of 19 series of shoe size exclusive sales series, and he decided to release the 2016 autumn and winter rookie of its brand. Makeover

In addition, Bread & Butter also invited famous people.

The live broadcast platform Boiler Room joined hands with musicians such as Hannah Faith, Little Simz, Angel Haze, Palmistry and so on, while the normalizing hip-hop singer A$AP Rocky came to attract more young audiences.

The participation of Mogg, Paletas, Hei? Er Hobel, Fuchs & Ganz and other local catering brands also made Bread & Butter from a simple exhibition to a carnival fashion entertainment.

As for those who can not go to the scene, Bread & Butter has also opened live webcasting channels on its official Facebook platform, and has estimated more than a million records.

"Focus on the moment" is the main theme of Bread & Butter, which combines the industry trend of buying and facing consumers directly. After the Zalando took over, Bread & Butter attempted to pform the fashion week and fairs which only faced professional media, buyers and businessmen in the past to enable ordinary customers to participate in the activities.

The exhibition at the Berlin gymnasium is divided into two venues: the show part is used for HUGO, Puma, TOPSHOP and other brands to hold its autumn and Winter Conference in 2016. The brand hall attracts the brand name booth, such as Nike, Levi s, Herschel Supply Co., Marni and so on.

Here, visitors can purchase customized products, enjoy new products at close quarters, or learn about their behind the scenes technology. Google's online fashion design platform "Project Muze", which uses big data and AI technology, also chooses to display its actual works to the public.

Most brands approve of Bread & Butter, and think that the exhibition will shorten the distance from consumers.

The voice of visitors is polarized. On the one hand, they agree with the mode. On the other hand, they are disappointed with the crowd and the singleness of the exhibiting brand.

"I have always wanted to open the professional exhibition to the public. Four years ago, we said that fashion is a consumer oriented market. Zalando is the first enterprise to launch a fashion exhibition for the masses. Maybe it was difficult to meet at the beginning, but they made a good start," said Karl-Heinz M Lu ller, founder and CEO of Bread & Butter.

On the whole, Bread & Butter

The model is similar to the local auto show that domestic automobile brands are keen to participate in -- a new product distribution and sales channel for consumers.

Considering that the exhibitors are almost all the low and medium end lines that are sold on the Zalando website and tend to be popular consumer goods, the Bread & Butter exhibition, which is entertaining and popular, is not a favorable test.

According to Carsten Hendrich, vice president of Zalando market, WWD told WWD that the next Bread & Butter will be held in September 2017 and adjusted according to the feedback received from this exhibition, but the main direction will be focused on social media, new technology and KOL participation.