Bread & Butter, the Zalando version, to return in September

By

Bruno Joly

Published
Jan 21, 2016

The Bread & Butter show is back in September, from the 2nd to 4th, to be precise. Yet, of what once was a leading trade show in the 2000s, only the name will apparently remain. 

The venue is already set to change, quite startlingly, since Zalando, when it acquired the then bankrupt trade show, had also taken over the rental contract of Berlin's former airport, Tempelhof.

The next edition of Bread & Butter by Zalando will be held at the Berlin Arena, an event venue which is currently hosting the Bright and Seek shows, not far from the e-retailer's headquarters.

In the official press release, Zalando believes that Bread & Butter falls in line with its strategy to make fashion accessible to everyone. The first edition has been baptised Bread & Butter NOW, which refers to the "experimental nature of this event both online and offline".

The event devised by Zalando will rely on three key elements: providing an appealing stage for the brands on show, creating events that break the barrier between fashion and entertainment, and setting up a conference capable of attracting digital natives and bloggers to Berlin.

In an interview with Horizont, a German magazine dedicated to marketing, Carsten Hendrich, Head of Global Brand Management, spoke of an event open to the public that, thanks to digital technology, will extend far beyond its physical location. "There are of course the fashion shows in London, New York and Milan. But they are events to which fashion enthusiasts cannot truly gain access," he stated.

Over these three days, visitors will thus be able to discover exhibitions on the latest fashion innovations, attend concerts, participate in interactive runway shows, and listen to major players speak on the future impact of digital in the world of fashion.