modebranchen.NU NU buyer's magazine, Dec. '17/Jan. '18 | Page 53

with TOM HEISE,
CCO at Panorama
Q | How do the management of Panorama
see the fashion fair landscape in Berlin af-
ter the latest acquisition by Premium Group
(Show & Order)?
A | The individual fashion fairs showca-
sing in Berlin are getting closer together
– mostly in terms of location. We think,
this development brings several positive
effects: Smaller fairs with very specialized
concepts and target groups profit from the
close proximity to bigger exhibitions by
getting the attention of a wider audience,
in return, the specialized concepts of these
A | We believe, it is going to be even more buyers at once. Scandinavian brands are
spatially – but not thematically. The diver- cultural context this can be a great chance
interesting. As we mentioned already, the
different fairs are getting closer together
sity of Berlin as a trade fair location impro-
ves, as it is now getting much easier for the
buyers to conveniently explore the variety
of brands and topics that are being pre-
sented here. At the same time, all fairs can
benefit from each other and develop their
full potential.
Q | Why should Scandinavian brands exhibit
appreciated as trend setters in the Euro-
pean fashion context. Coming from another
for them to stand out with their individual
character in a surrounding that, at the same
time, offers strong business opportunities.
There are several Scandinavian and espe-
cially Danish brands such as MSCH Copen-
hagen, Oscar Jacobson, Sand or J. Lindeberg
which are going to be at Panorama Berlin
for the first time to take advantage of these
factors.
fairs provide additional input and sources in Berlin, when Copenhagen steps up and between Pan orama Berlin and Selvedge of exhibiting in Berlin is the earlier timing: Copenhagen, Amsterdam, Paris, London or
overview on the upcoming trends and ten- tropolis has its own character and features
Q | What can international/Scandinavian
of inspiration for the visitors from exhibiti- sees itself as an international metropolis? Run is the best example for this beneficial For the brands and buyers, Berlin offers in other fashion capitals?
dencies right at the beginning of the season that distinguish it from other influential
ons like Panorama Berlin. The cooperation A | In our opinion, the biggest advantage buyers see in Berlin that they cannot find in
interaction: It strengthens the broad as the opportunity to get a comprehensive A | First of all, we believe that every me-
and thus the brands are able to get in touch cities – and of course Berlin as well has
well as the specialized segments, supports
Berlin as influential trade fair location and
most important – it massively improves the
convenience for the buyer.
Q | How will it affect the Berlin Fashion Week
that we see only two major trade fair players
– will it still be interesting for international
buyers to go to Berlin?
with existing and potential clients as early
as possible.
Furthermore, the German market is still
one of the biggest in Europe and at Pano-
rama Berlin you have the chance to cover
almost all relevant German retailers and
its own atmosphere and cultural breeding
grounds that nourish the fashion landscape
in a very unique way. It’s a very attractive
mix of strong business opportunities and
the vibrant cultural portfolio the city has
to offer.
MODEBRANCHEN.
| ISSUE NO 04 DEC 2017 / JAN 2018 | 53