Honestly, the most enjoyable part of visiting Seek, the contemporary fashion trade show of Premium Group covering street culture, streetwear and urbanwear brands, talking with its visitors, exhibitors and other people from Seek’s community is: You don’t hear any word about changing location, changing date, changing portfolio, changing whatever; and people working in the fashion sector know, meeting completely satisfied folks regarding trade fairs is kind of seldom…
Seek hall at Arena Berlin
After Seek’s makeover, especially after the implementation of Fashiontech Studio–a discussion event open to all visitors of the arena where professionals from the industry discussed relevant topics, experts shared their experiences, accompanied by live podcasts, talks and panel discussions–after hosting more than 250 international brands–visitors and exhibitors felt that they made the right decision to join Seek.
“We came here to look for new labels such as Rotholz and we find them here,” said Lukas Köhneke, menswear buyer of About You. “Seek is the right place for labels to present themselves, especially when they are smaller ones, therefore I like Seek,” he added.
Visitors appreciated the balance between business and relaxed atmosphere that Seek has offered since day one. Maybe one reason for this laid-back feeling is that a lot of other creative people like designers are visiting the fair, as Jason Enter from accessories label Fydelity noticed.
The Fydelity boys presenting their (oversize) bags
Another striking thing is, that although the Seek team was putting the issue of sustainability in the spotlight, and there were more than 80 sustainable labels taking part, including brands such as Veja, Dedicated and Kings of Indigo, the topic of sustainability and sustainable labels wasn’t mentioned as a new trend or treated as a special crowd that has to be present in a unique corner or angle. Quite the contrary: Visiting Seek gave the impression that thinking and acting sustainable has become an essential, natural and self-evident part of fashion and at least after visiting Fashiontech Studio and listening to the talks, discussions and presentations nobody of the audience would deny the need of sustainability anymore.
Also denim brands such as Lee used its booth at Seek to show how long-lasting Lee’s products can be. “It is so important, that we have a place like the Seek, where we can tell our stories to buyers. It is so important to use fairs as a medium,” says Michael Kampe, creative director, Lee EMEA.
"Times are changing… There are fewer stores and the feeling is there are endless brands operating in the market. You no longer get hundreds of thousands of trade show visitors trampling a path to a trade show like sheep across a meadow. And the world doesn’t need each and every brand in any case. For us it’s all about relevance, on all sides. The brand environment is spot on, it reflects a range built symbiotically and that feels good,” states show director Maren Wiebus.
She continues: “Our exhibitors, meanwhile, have different objectives: many are no longer there to take down orders, but to represent the brand and direction in which they are heading, in order to act as host with us. For others it’s about the ever-essential process of getting all the orders down on paper (or on the iPad). All objectives are achieved, and they work in unison.”
Talk round at Seek's Fashiontech Studio with Tony Tonnaer (Kings of Indigo), Sabine Kühnl (SPORTSWEAR INTERNATIONAL) and Mathilde Charpail (Sustain Your Style)
With Fashiontech Studio immediately next door, Seek also now has a platform for presenting content, experiences and knowledge on topics that interest us all–first and foremost a sustainability focused fashion industry–in such a way that everyone can participate.
The next edition of this contemporary fashion trade show will take place in Berlin’s Arena June 30 to July 2, 2020.
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