Catalan fashion doubles its presence at the Bread & Butter fair
Despite the financial crisis, six well-known Catalan brands showcased their products at the most important urban fashion fair of the year, the Bread & Butter trade fair in Berlin.
Berlin (ACN) .- Despite the current economical crisis, six Catalan cloths brands exhibited at this year’s urban fashion trade fair in Berlin, Bread & Butter. This means that the number of Catalan companies showcasing at the fair doubled compared to last summer’s Bread & Butter event. Despite the precarious financial situation, companies that have their headquarters in Catalonia want to secure their place on the international market. There will be a variety of brands from leading ones like Custo Barcelona and Desigual to new additions like Munic, Barrio Santo, Maians or Buff. The historic Tempelhof airport in Berlin became a fashion hub for international brands to promote themselves to the field of urban fashion.
Out of the six Catalan brands that will be at the show, one of them has never been before. For the first time ever, Buff, the company that produces multifunctional scarfs will participate. After 18 years focusing on the sports market, they have decided to target the trends of the street. “Now we want to find fashionable customers, we want to dress people with a funky ‘every day look’”, says Neus Riba, the sales director for Buff. “That’s what we have come to the Bread & Butter tradeshow”.
In July 2010, at the last edition of Bread & Butter, only three Catalan brands were represented at the Bread & Butter, but now the number of Catalan exhibitors doubled. Six months ago, Custo and Desigual attended the international fashion event as well as the Catalan sports shoes company, Munic.
But this time, Catalan brands like Manians and Barrio Santo will also be showcasing at the Bread & Butter trade show in Berlin. Although they have been exhibitors before, Buff will experience the tradeshow for the first time. According to the sales director of Buff, “companies have to go abroad as selling in Spain is not enough. Otherwise, we will never increase sales”.
Desigual, one of the Catalan brands with the most projection abroad is counting on the Bread & Butter event for even more internationalisation. After ending 2010 with 60% of its turnover coming from abroad, the company appreciates the importance of the event.Being in Berlin has a special significance for them as Germany is the leading international market for Desigual products making up 11% of its annual turnover.
Bread & Butter used to take place in Barcelona
The Bread & Butter tradeshow came about back in 2001 in the German city of Cologne. One year later, it had moved to the capital Berlin, where fashion finds its inspiration on the streets. With the aim of giving the event a more international feeling, Berlin pushed to have the event in a foreign city and indeed, back in 2005, the Bread & Butter took place in Barcelona for the first time and during three more year. But in 2009, it was relocated permanently to Berlin.