Many things were different this time in Düsseldorf. CPD (Collection Première Düsseldorf) became DFD (Düsseldorf Fashion Days) and the otherwise accompanying trade fairs Gallery and Supreme are not allowed to take place until early September. So DFD (August 5-12, 2020) was a pure showroom event.
Even if some expressed their dissatisfaction about the fact that the events were no longer coherent, but rather split up (DFD, Gallery, Supreme in Düsseldorf and then also in Munich), the majority of those surveyed were very satisfied with DFD.
Everyone agreed that the frequency was significantly lower than usual but this was not least due to the fact that almost all the agencies received their customers by appointment only. “Of course we have fewer customers in the showroom than usual. But those without an appointment just waited outside and that worked out well,” said an employee at Buhrs 3.0. At Buhrs 3.0 customers did not order significantly less than usual. However, retailers and buyers also shared fears and worries with the agency owners. Many retailers, especially small boutique owners, would have a real fear of a new lockdown.
Holger Heudecker, owner of the Heudecker agency, had similar discussions with his customers. "The greatest fear is a second lockdown. Even if it will no longer be as widespread, but you don't know where and so it can hit everyone again. This uncertainty worries the retailers.” He continued: “The most important thing in this time are partnerships. Be it with the suppliers or retailers. I am reassured that the order went so well and that we are above our plan.”
Ben Botas, owner of fashion agency Ben And, was also surprised at the good and positive mood of his customers: "With this order we are now already above our budget from last year. One has the feeling that the retailers have a lot of good ideas and are very busy.”
In terms of trends, Corona has clearly left its mark. Casual styles in particular were in great demand among agencies and brands. Just as important was everything to do with the comfy look in combination with elegant yet casual pieces. Among the coveted colors were beige, crème, sand, blue, lavender and grey but also signature colors such as watermelon orange and pink were also in high demand. Another important topic for many customers was the demand for qualities. Collection items made of polyester were often rejected. Linen, cotton and silk, on the other hand, were in high demand.
Have a closer look at the s/s 20221 trends that we discovered for you at DFD:
Earth tones & comfortable silhouettes
(Denim) Dungarees & Overalls
Airy dresses with puff sleeves and patterns
80/90ies inspired denim styles