Karl-Heinz Müller: „I am very pleased with the absolute attendance and in particular with the quality of our guests. Our Active Guest Management has done an outstanding job with regards to the quality management of the visitors.

I myself perceived our event to be more dynamic and commercially more professional than ever before. This has repeatedly been confirmed to me in conversations with exhibitors.

The increased presence of international visitors from the new markets, which are of specific importance for our exhibitors, was particularly noticeable. Very obviously, strong growth is generated here.“

With these results, the BREAD & BUTTER – tradeshow for selected brands is reinforcing once again its position as the international leading tradeshow for Street- and Urbanwear.


THE “NEW ORDER” HAS WORKED

Despite the great visitor afflux, BBBarcelona showed itself to be remarkably more relaxed due to the new entrance situation at the Plaza D’Espanya and the structured visitor guidance. The BBBoulevard served as the main traffic artery and guided the visitors directly from the Plaza D’Espanya through the different halls. This way, the visitor flow could be better distributed, and overcrowded areas could be prevented.

The “New Order process” was continued within the areas where, due to the improved brand sorting, it has received positive response throughout. Due to the repositioning of some brands, the individual areas were thematically more clearly defined, therewith allowing the visitors a better orientation.

The most important element of ‘New Order’, however, was the anew selection of the whole brand portfolio, in order to provide the internationally successful brands with a presentation space adequate to their standing in the market. Despite the consciously reduced number of exhibitors (61 less exhibitors compared to January 2008), the rented space could be extended by 2.000 sqm.

This way, BREAD & BUTTER has clearly underlined its “selected” - character, and could once again increase the quality of its brand presentations.

Karl-Heinz Müller: “We are interested in successful brands, labels and designers for our exhibitor portfolio. This is, among other things, a very important criterion for the selection. The retailer needs partners that are strong in terms of their end-customer sales. Correspondingly, we have to be able to provide the brands with space for their development.

‘New Order’ is a process that had its official kick-off this season, and that will be continued in the following seasons. Therefore, we will restrict the number of exhibitors in January 2009 to 800, in order provide our exhibitors with the space they need to for their individual possibilities of presentation.”


MILESTONE-EVENT: OPENING RECEPTION

Monumental kick-off of the BREAD & BUTTER BARCELONA was the Opening Reception, which, on the eve of the first day of the tradeshow, surprised more than 2,000 visitors with several highlights.

The Swedish film- and video artist Bjorn Tagemose as well as the Belgian light designer Ignace D’Haese and his partner Giovani De Schampheleire enthused the community with an elaborate video installation. On four mega screens, each 100 sqm, they showed films, which respectively represented one BREAD & BUTTER area: Denim Base, Urban Superior, Sport & Street, Fashion Now, and Sportswear.

The subsequent light- and fireworks installations then heralded the next highlight: the performance of Swedish cult-band THE HIVES!

With the band’s mix of Punkrock and Rock’n’Roll, the visitors of BREAD & BUTTER BARCELONA experienced a memorable evening. A new milestone in the BBBarcelona history was set.


BREAD & BUTTER BUSINESS CLUB

The B&B Business Club was a great success. As a meeting point for leading retailers and exhibitors, it provided a first-class environment for exchange, the production of synergies, and communication on the highest level. Berlin top- gastronome Roland Mary with his “borchardt Catering“ was responsible for the cuisine.

The guest’s feedback was great, atmosphere, food and service were praised and appreciated from all sides.

The collaboration with “borchardt Catering” is planned for the long run. The B&B Business Club will be further developed in the next seasons.


GRAND RESTAURANT

The Grand Restaurant in hall 5 could also enter a great visitor flow. In a relaxed atmosphere, it provided the BREAD & BUTTER visitors with an area where they could dine relaxed and on the highest level.
The PAN ASIA Berlin was in charge of the Grand Restaurant, which offered, accordant to the season, summerly light cuisine.

APODOSIS TO THE 7TH BREAD & BUTTER BARCELONA

All in all, the event has further developed remarkably.
Many exhibitors have considerably increased their commitment and activities, thereby clearly underlining BREAD & BUTTER’s relevance.

On the fairgrounds, fashion shows by G-Star, Ed Hardy and Desigual took place. There were great brand presentations in the Luna Park and on the Avenida Reina Maria Cristina, by Wrangler, Nudie Jeans, Guru, Onitsuka Tiger, Timezone, Havaianas, amongst others.

Outside of the fairgrounds, there were fashion shows by Custo Barcelona and Colcci.

As always, there were numerous side events, parties and business meetings, such as the Martelli Dinner on Thursday night, where numerous Denim personalities met in a beach restaurant on the Barceloneta.

Karl-Heinz Müller: “It makes me very happy to see how strongly committed our exhibitors are. They all turn BREAD & BUTTER into what it is, namely the most important and most successful meeting point for Street- and Urbanwear in Europe, maybe even worldwide. We contribute our part to this.

This season, we have especially focussed on our services and on the consideration of the „human needs“. For example, we have relocated the accreditation area into an air-conditioned hall, and the whole entrance area has worked out a lot better. The Grand Restaurant, the B&B Business Club, the extended and qualitatively upgraded catering, the Ladies Tent, the looked after children’s playground, the newly designed Luna Park – all of this furthered this season’s success. The mood of both exhibitors and visitors was accordingly positive and future-oriented – it was a great kick-off for the next season!

I am more than satisfied with our event. But as usual, we will not settle for what we achieved. We will further develop the BREAD & BUTTER tradeshow for selected brands.”


PROSPECTS JANUARY 2009

The next event will take place from 21. – 23. January 2009, as usual in Barcelona.

The motto: UNITED NATIONS OF BREAD & BUTTER

With this campaign, the incomparable internationality of BREAD & BUTTER is emphasized. In this context, repeatedly returning visitors will be equipped with a “passport”, which allows the visit for several seasons.
It is the aim to open up, apart from the already established markets, new international channels of sales for the BREAD & BUTTER BARCELONA exhibitors. Accordingly, the B&B PR and advertising measures in the new markets will be increased.


NEW AREA – “L.O.C.K. – LABELS OF COMMON KIN”

From January 2009 on, selected High End Urbanwear labels will for the first time get the possibility to present their collections in an own, “protected area”.

The focus is on the adequate selection of the labels. Only exhibitors that respect and accept each other will be considered, and they have to follow common objectives regarding authenticity, quality and manufacturing. Here, appreciation is the keyword.

Karl-Heinz Müller: “With this area, we will provide the High End labels of the Denim and Urbanwear with their own, specific platform. This is definitely non-existent in Europe. I want to once again accentuate the mutual acceptance of the labels. The exhibitors will be asked to actively participate in the label selection. Just like in an English club, the exhibitors should recommend one another, in order to build up a strong platform on their own behalf – like an ‘inner circle’. With an own Active Guest Management, we will systematically address High End retailers worldwide.

First conversations with target labels have already been held. The resonance is promising. Role model is the main part of the label portfolio of the 14 oz. store in Berlin.”

09. July 2008