Panorama and Premium shows in Berlin
6 February 2017
Author: Lucia Stansbie
This season we visited Berlin’s main trade shows – Panorama and PREMIUM. Berlin shows are always very interesting and feature a wide selection of brands in the urban/contemporary category. All of the trade shows were very busy and bustling with buyers, new interesting brands and there was, as always, a positive vibe.
Up first was Panorama Berlin, described as ‘the European marketplace for leading fashion brands’. As expressed in its title, Panorama gives an overview of the most important trends for upcoming seasons. This particular tradeshow offers contemporary and relevant trends in men’s and womenswear, shoes and accessories.
One aspect that was especially interesting, was the Nova Concept, which focused on denim and urban wear combined with select lifestyles, for Fall/Winter 2017/2018. Now, the idea behind the Nova Concept is for trendy brands to present their A/W collections under the NC umbrella. Jörg Wichmann, CEO, Panorama Berlin says “The new, stylistically more homogenous Nova Concept brand portfolio helps us present and communicate the vision that we have for this area much more clearly. With the new focus on ‘cool contemporaries’ combined with selected lifestyle products that can be sold in retail stores, we are clearly thermalizing the urban lifestyle theme.”
Brands such as Lee, Guess, Fornarina, Wrangler, Solid, Tigha, Marciano, In My Hood and The Fresh Brand, each displayed their A/W collections inspired by the Nova Concept for the first time. This was also a first for Panorama and so it was very interesting to see.
PREMIUM is another a major trade show in Berlin for Advanced Contemporary Fashion and with more than 60.000 visitors and 1500 collections on show, is a really vibrant and busy event. The brand selection is very interesting, mixing premium and more commercial collections, known names and niche collections, apparel, lifestyle and accessories.
The latest installment of PREMIUM brought with it an increase of 7% in its visitors, from the last season and hit the highest visitor numbers ever recorded for the show. Southern Europe and Germany were recorded as front runner buyers in attendance.
One thing particularly interesting about this tradeshow, was that it had section dedicated to athleisure which further confirmed this rising trend. It was interesting to see how well the activewear trend had spread and similarly with the integration of beauty products in tradeshows throughout Europe, PREMIUM introduced its own ‘Beauty Spot Zone’. There were definitely some prevalent emerging trends present!