It was a topic since a while, now Panorama Berlin’s plan to move its location might become reality: as was announced last night by Jörg Wichmann, CEO Panorama, a joint location for all trade shows at Tempelhof would be the perfect scenario. “In the last days exhibitors and visitors again expressed that the Panorama Berlin format is the benchmark,“ Wichmann says. „We have the ability to form the fashion spot Berlin into something new. Now we approach all parties involved to discuss possible scenarios.“ This includes talks with competitor Premium Exhibitions as well as with former trade show host Karl-Heinz Müller.
As for the current event that has just finished yesterday a restructuring process and new segmentation were already implemented. Wichmann was pleased with the results: “Our new concept proved right. We received strong feedback from our exhibitors of all segments.” Buyer Sabine Schmidt of Murk in Wachenroth in South Germany confirmed: “The fair is more tightly arranged than before. There are no empty spaces anymore, although it is a little bit confusing, as the several halls are not clearly marked with numbers. And we think that the entrance situation was a bit difficult. However, we find everything we need and place our orders here.” The new arrangement was also appreciated by Elena Engel of fast fashion label Liebesglück: “We have already met lots of new clients.”
In contrast, some other exhibitors were kind of surprised by their new trade show neighbors–for example when a young fashion label was placed next to a traditional manufacturer. For Denis Mauske, Knowledge Cotton Apparel, this mosaic of brands was only created to enhance frequency. Garcia’s CEO Mark Hommelberg didn’t care though: “I am not interested in which hall we are located. We just want to present ourselves as a lifestyle brand and the Garcia world as best as we can.” Johann Andrén of Knowledge Cotton Aparel added: “I have no reason to complain. We were very successful, had interesting meetings and met new clients from the UK, Poland and even Mexico.” Jan Thelen of Recolution, who presented his fair fashion label on Panorama’s Xoom area said: “Although the frequency could be higher, we appreciate being here because we are closer to conventional buyers as well as to large companies such as Otto and Zalando.”
During our research it became obvious that all exhibitors still agree on the fact that fashion fairs in general are as important as they have always served as communication platforms and meeting points. However, nobody wanted to determine now which fair in Germany or abroad will be the one to choose. The fact that Panorama is about to change location already for the summer edition–which was frequently discussed on the fair–will for sure push the decision making process.