Jul 2, 2010
The Brandery captures a glimpse of international expansion
Jul 2, 2010
The contemporary, urban fashion trade show The Brandery took place in Barcelona between June 28th and 30th and recorded 15,200 visitors, a 52% increase compared to the attendees noted in July 2009. It was an international affair with foreign customers representing 19% of the visitors and more than half of the 215 exhibitors coming from abroad.
The Brandery 2010
Of the 215 exhibitors at the third edition of The Brandery, 99 were Spanish and the rest mostly Italian and French; this confirms this trade fair’s particular popularity in southern Europe.
"We are interested in opening franchises and encouraging the fair to be more international," Custo Director, Carlos Sagalés told Efe and explained that The Brandery has brought his Barcelonan designer brand twenty Italian customers.
The Brandery director, Pere Camprubí, told Efe that the show is "an important element of advertising for brands that without this trade show, don’t have a chance to promote themselves" and that from an international customer’s point of view, " Barcelona is the only place where brands can be seen in this way. "
A mass of twenty orange fish swimming in tanks next to the visitors’ welcome area, that to the hilarity of the guests appeared to withstand the electric blue lighting and the music arranged by Advanced Music, the producer of the Sonar festival.
Exhibition stands, decorated like old furniture stores and Vespa and Volkswagen vans painted in bright colors used as "vintage props", competed to attract the attention of trade professionals who came to The Brandery looking for new material for their shops.
Prints stood out in most of the collections at the Brandery and were seen in skirts, tops, dresses and jackets while linen took status of quintessential summer fabric, the principle part of the classic collections, of chiffon pieces, as tank tops and in "vintage" clothing.
More eye-catching items included; sunglasses, bracelets, earrings and, of course, don’t forget the limited edition customized caps and trainers.
"Every show becomes yet more plentiful," Camprubí reflected. He has evaluated the show’s development, which went from 116 brands last year to 215 at this year’s one: "Size Matters- he said- we were a successful start-up and had the means to grow even at an unfavourable time.”
Camprubí, who is also director of the Fira expansion area in Barcelona, analysed current trends and concluded that despite the crisis "fashion consumption has only dropped a little", while internet sales and outlets are the up and coming sales points to consider.
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