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This post concerns itself with the BREAD & BUTTER Berlin and sets a focus on history, the last fair and exhibitor’s point of view. 


The BREAD & BUTTER  is a fashion trade show, that started out in 2001 as an offshow for selected brands in Cologne. In summer 2011,  its ten-year anniversary under the motto ‘THE BREAD & BUTTER SUPERSHOW’ was celebrated hugely. At the last BREAD & BUTTER  around 580 exhibitors, the leading, market-relevant brands, labels and designers of the Street and Urbanwear market, attended the leading international tradeshow, where they presented their new collections for the Spring/Summer 2012 season to the professional (and semi-professional ;)) audience.

Current situation

Last week in Berlin, everything was touched by fashion. From wednesday to friday, the three main fashion tradeshows were hosted in Berlin. Namely the Mercedes Benz fashion week, the BREAD & BUTTER and the PREMIUM order Berlin. 

The BREAD & BUTTER (varying its slogan each time) followed the motto “HIGH FIDELITY”. View the BBB preview video to get a better idea! 

Exhibitor’s aim / Targets

So why is it so important so exhibit at fairs? The prices for booth rent, staff etc.  for a fair like the BBB are enormous. Is it all about showing off ? Apparently it is. The brands don’t make any profit AT the fair. Few write their orders there, but that can’t hardly cover costs. So due to the high density of press people and potential new clients (purchasing agents) no brand can afford to miss an exhibition. If one brand isn’t presents, rumors about financial worries are spoken out loud rapidly. And especially for new brands it’s important to arise attention in front of such great publicity. However their booth is designed, stays in visitors’ minds for long. Often you can find a real competition concerning the best give-away shirts or bags. The turkish brand mavi for
examples has the slogan “fashion kitchen- we cook the perfect jeans” and allows the booth’s visitors to design their own shirts and jeans in a kindergarden-like handicrafts station. Obviously, this is much for for the visitors and an excellent marketing tool. 

Data collection

In order to review and analyze their appearance at the fair, exhibitors are nowadays
equipped with scanners, that collect information stored on the entrance cards. The newest policies are pretty much ” everybody who wants to enter the booth, has to be scanned upfront”. At the end of the fair, exhibitors pass their scanners with 2000 to 4000 (average) datas back to the fair and receive meaningful excel spreadsheets. Information stored on entrance card include personal and professional information and can also be used to contact visitors after the fair. Also statistics are created about how many people of which profession (e.g. press, other exhibitors, purchasers, visitors….) visited the booth.


So right now, most exhibitors are on their way back home, packed with orders, and data, rushing to produce to their client’s confidents and analyzing their collected data to improve their appearance for the next fair in July. Apparently, the whole fashion industry consists of a tight vicious circle of designing, producing prototypes, exhibiting and producing orders…