Faced with the crisis and changes in the retail sector, the Brandery has chosen to rethink its format. The Barcelona tradeshow, who has cancelled its winter edition, has decided to show between the 13 and 15 September, with the hopes of showcasing big brands to final customers. Custo Barcelona, Superdry, Replay and Fred Perry are amongst the brands to participate in the redesigned show.

The Brandery has to adapt its show or risk ending for good, following a continued lack of professional interest in the show. “The decision was made in July,” says Miquel Serrano, Director of The Brandery. “We tried to support the sector, but it seems that that is no longer a requirement given the current economic situation. Over the past few years, we have experimented with the idea of opening a show that allows consumers to preview collections. We have to differentiate ourselves and I think that this will be a good way to achieve that.”

The Brandery will next show in Septemeber and will be transformed into a trends platform, hoping to attract the attention of consumers. “I would like to gather a dozen powerful brands to support the concept to become ‘co-founders’ and to add their vision to the show,” continues Serrano. “We hope to create a platform on which they can stage events that could interest the people of Barcelona.” By showing in September, the show hope to be able to differentiate from other fashion events. The initative, which hopes to turn Barcelona into a fashin capital, has the support of the city.

Maite Ruiz-Atela