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Translated by
Barbara Santamaria
Jan 25, 2017
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Premium Group ends most ambitious season yet on a high note

Translated by
Barbara Santamaria
Jan 25, 2017

With four trade shows and a tech-focused conference, Premium Group was the most ambitious project during Berlin Fashion Week. And after reporting an 11% increase in footfall the company demonstrates it was well worth it.

Foto: Dirk Neubauer

Premium Group operates four fashion fairs in Berlin including Premium, Seek, Bright and Show&Order, which opened on 17 January with the new collection of thousands of brands. Additionally, the group took on a new challenge this season launching #FASHIONTECH, a conference dedicated to innovation and fashion tech.

Each of Premium’s trade shows is independent and operates as a content provider, networking platform and innovation booster, with the aim of supplying the industry with essential leaps forward in knowledge as well as inspiration for future developments.

All four formats featured more than 1.800 brands in a total combined space of over 54,800 sq ft, encompassing the entire spectrum of contemporary fashion. Trade fair organisers estimate total footfall increased by 11% compared with last year, confirming the relevance of Premium shows.

“Putting on four trade shows plus a conference was a fresh challenge. Each trade show has its own profile that is meticulously defined and implemented down to the last detail. The quality and volume of visitors was excellent at Premium, Seek, Bright and #FashionTech and at Show&Order, too, the quality was once again clearly noticeable. The organisation in particular of all the events received a lot of positive feedback. People commented that this service is unique to Berlin. On an international level, the Premium Group’s trade shows have proven themselves to be the key marketplaces for contemporary fashion in Europe,” commented Premium managing partner Anita Tillmann.

Footfall levels up as trade fairs become more international
With a 7% increase in visitor numbers, Premium was hailed as the most successful trade show in the group’s portfolio. The first day of the event saw a good number of visitors, however numbers reached unexpected levels on day two and recorded the best footfall in Premium’s history. The trade show also confirmed its position as an international trade show, with international visitors accounting for 69% of all guests. 21% of visitors came from South America, followed by 19% from France and Benelux, 14% from overseas, 5% from Scandinavia, 3% from the UK and Ireland and 3% from Eastern Europe.

“Due to the online registrations we were already aware in the run-up to the trade shows that we should expect even more visitors than the previous season; yet the success of the second day of the shows nonetheless surpassed our expectations with the highest visitor numbers that we have ever recorded at Premium. The quality, too, was exceptional: just in the first half hour on Tuesday we welcomed ships from Tokyo, Lodenfrey from Munich and Bayard from Zermatt,” added Anita Tillmann.

New areas, new concepts
The way the Outdoor Styles trend was incorporated into the themes within each hall was well received, as was the Activewear area with its collection of athleisure styles. Meanwhile, the integration of f beauty products in the Beauty Spot Zone was rated especially highly by concept store buyers as an additional way of diversifying the product range and generating new sales potential. Exhibitors and visitors also responded well to the revamp of Hall 4, said Premium.

Foto: Dirk Neubauer

The voice of the industry
“Yesterday, we had buyers coming to our booth from the morning to the late afternoon, consolidating our business. The exhibition is going very well for us. We are hoping to have the same quality and quantity of contacts today,” commented Nicolas Bargi, CEO Save The Duck.

“We have been with Premium for a long time now and we are always satisfied with the quality of contacts. We use this exhibition mainly for meeting new customers, which works perfectly here,” said Peter Schwarz, Head of Sales Germany/Austria/Switzerland/Benelux Aigner.

“I had an amazing day at Seek and another one at Premium, too,” added Andrea Bra’, Owner Blue Express Verona.

“Obviously, we had great expectations [...] in coming to Premium, but they were fully met. The right kind of people is here. We also had a new key account who signed with us, which makes us very happy. On top, we’re positively surprised by the number of Dutch buyers we met here,” commented Ulrik Leth, Country Sales Manager Bruuns Bazaar.

“We are at Premium for the first time and we are really happy [...]. The new collection is well-received and we are making high-quality contacts,” said Mark Strudwick, Head of Wholesale & Amelia Coleman, Sales Manager Lulu Guinness.

“For us, the quality of visitors has further improved. It’s a very international audience and overall a very qualitative edition of Premium,” commented Cristina Paulon, Sales & Marketing Director Parajumpers.

“This is my first time at Premium and we are showing a great new collection of Iceberg shoes for men and women. With the new, younger design, we are hoping to gain new international and German clients at Premium. It is only the first day, and we have already had some interesting new contacts, for example from Poland,” said Loredano Corvaro, Sales Manager of Vittorio Virgili.

“We are very satisfied with exhibiting at Premium. For us, this exhibition is the gate to the German market,” commented Minsoo Kim, General Manager & CFO & Federico Ammannati, Global Sales Manager at Allegri.

“[...]Since we entered the German market three years ago we have grown a lot – also thanks to Premium. Now we are hoping to increase our menswear business in Germany, and create the same level of excitement we reach with our womenswear,” said Sabine Lischka, Brand Manager Germany/Austria/Switzerland Essentiel Antwerp.

“Ordinarily, we attend beauty industry trade shows, but beauty and fashion are growing increasingly close and retail concepts are going more and more in the direction of concept stores. We find it incredibly exciting being at the Beauty Spot and have also had some interesting conversations already,” added Ranja Hanano-Pongs, CMO & Founder Wonderstripe.

“This is all I have to say: Right fair. Right product. Right place,” stressed Damir Prins-Juric of Voluspa Candles.

Foto: Premium

Talking technology at #Fashiontech

Premium’s #Fashiontech conference attracted more than 4,000 guests on 18 January. Held at Kühlhaus Berlin, the event dedicated to fashion innovation brought together a large group of international designers, buyers, researches and experts under one roof.

A series of talks analysed the role of digital across a variety of fashion fields, from weareables and smart textiles to the future of e-commerce and digital marketing. The event, one of Europe’s largest in terms of fashion tech, presented as well a selection of wereables and eCouture pieces.

20 designers from 10 countries and 4 continents also showcased their innovative creations, from leather pieces that are grown using bacteria to a collection of clothes made from materials found in the automotive industry.

“There is currently considerable international interest in our start-ups and in the collaborative ventures and developments in general. We have constructed a distinct ecosystem at the interface of fashion and technology. This movement, which brings together people from a huge variety of areas, can currently only be found in Berlin: a hub of creatives, technicians, makers and researchers. The field has enormous potential and the interest on the part of the industry in innovation and digital solutions is huge,” continued Premium’s Anita Tillmann.

The ultimate networking app
Premium Group was the first trade show to launch a cross-platform trade show app that provides visitors not only with all the information they need at trading shows, but also makes networking easier. Exhibitors, brands and company representatives could use the app to find and save details on favourite brands, save contacts and track their stands using QR codes. For example, users could scan the QR code of a stand they would be interested in using a smartphone, and all the details would be automatically sent to their account.

Foto: Dirk Neubauer

Recognising emerging talent
Premium has been committed to supporting emerging fashion designers for over 10 years, giving awards in the categories of womenswear, menswear and accessories – and since last season in activewear. Winners receive assistance and support on B2B and B2C level and are given the chance to participate at the shows for two seasons for free.

This season’s winners were Twins Florence (womenswear), Milano 140 (menswear), Manfredi Manara (accessories) and P.E Nation (activewear).

At Show&Order, new format shows potential
Between 17-19 January Premium unveiled its new vision for Show&Order, the trade show it acquired in October last year. Staging a feminine world featuring womenswear, accessories, footwear, beauty and interior design, the showcase at Kraftwerk Berlin invited visitors to step into a new trade show format.

Warm, delicate rosé shades were set against the building’s industrial architecture, whilst the hotel-style lobby and lounge areas furnished with design classics, along with carefully positioned isles of beauty products and interior design objects, brought renewed splendour to this former power station.

Premium admitted the visitor number was subdued compared to its other trade shows, however it said the quality of guests attending was “undoubtedly first class”.

“The new concept was very well received. People have been very receptive to the emotionalisation of Show&Order’s new feminine design as well as the way in which it has been meticulously realised. Show&Order was created as a coherent retail concept that integrated beauty products and interior design themes. This new concept inspires visitors and exhibitors alike and raises the bar once again. The Premium Group has not only further cemented the Show&Order brand, it has raised it to another level,” commented Verena Malta, SHOW & ORDER.

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