January 20, 2018 by Chris Kilkus
Less Leads to a More Spirited Berlin Fashion Week
BERLIN — The fun and pleasure factor returned to Berlin Fashion Week this season, despite ongoing challenges and uncertainties in the market.
Indeed, there was a widespread feeling that the nation’s players — designers, manufacturers, buyers, fair organizers, councils, press and even politicians — are prepared to show more initiative these days, embracing for themselves the “experience driven” mood of today’s consumers.
The result: more smiling faces, a more buoyant attitude and definitely more positive Berlin takeaways than has been the case for a long time. And that against the background of a shortened three-day run (Jan. 16 to 18) and a downsized fashion show/events schedule.
Less is more? With nine trade shows covering all sectors, from more contemporary to heritage, mainstream into mass, sustainable, sports or tech-driven, plus assorted conferences going on, it’s difficult to talk about less in Berlin. Specialization might be a more appropriate term, with buyers targeting their visits more carefully to meet their needs or priorities, even if that involves investigating new trade platforms to find the unexpected.
When it came to Berlin’s fashion-driven presentations, it was a tale of two cities. The decision by Mercedes-Benz to not only shrink its sponsored Berlin runway lineup to 10 shows but