Premium enjoys positive feedback on new concept

There was already a buzz of activity to be heard in the hall at Gleisdreieck shortly after the gates of Premium, the Berlin-based international fashion trade show opened on Monday. An hour later, the hall had become very crowded.

This season's edition of Premium saw the trade fair expand its portfolio once more, with over 1,000 brands and 1,800 collections being displayed to visitors from across the globe. Apart from a hefty number of German buyers, a remarkable number of Italian and Asian buyers paid a visit to Premium on it's opening day to inspect the latest collections for autumn/winter '15-'16.

Premium reports strong visitor turn out for first day

Despite other Berlin trade show running simultaneously with Premium, such as Panorama, Show & Order, Seek, Bright and Bread & Butter - visitor turnout on the first day was remarkably high, according to trade fair representatives and visitors a like.

Premium increased its exhibition space by 17 percent this season, in order to provide adequate space for the expanded trade fair and its growing number of exhibitors, which undoubtedly contributed to the surge in visitor numbers. The trade fair's overall exhibit space measures close to 30,000 square meters, housing a 25 percent increase in new exhibitors, as the Berlin trade fair aimed to strengthen its position as a leading international trade fair for premium and contemporary fashion brands.

"With this expansion, Premium is keeping up with the demands of the industry," commented Anita Tillmann, managing director at Premium. "The strategy of organic growth and sustainability is particularly important during times of change and is worthwhile in the long term."

Premium expands in order to keep up with industry demands

For the first time since it's launch, Premium has taken over the neighbouring Kühlhaus, where it's sister trade fair Seek was previously located, and used the space to showcase its 'high-turnover trend' fashion collections from a number of contemporary labels, such as MbyM, Modström, Noa Noa and Twist & Tango.

"The feedback on the new concept has been very positive," adds Tillmann. "The coherent mix of brands in the separate hall, the Kühlhaus, is going down well with the brands. The expansion of Premium into the Kühlhaus offers selected trend fashion brands the opportunity to be part of the Premium family and is a response to current retail developments."

In addition, Premium has grown to include the historical buildings from the former postal station to Hall 8, which houses a new area for luxury collections and includes brands such as Alex Monroe, by Bow and David Aubrey.

Apart from the established number of local exhibitors displaying their wares at Premium, an ambitious group of foreign newcomers paid the trade fair a visit, including Korean designer Samantha Sung, who previously worked with brands such as Ralph Lauren and Cerutti before launching her own eponymous label. She hopes that her redefined designs will help her establish contact with potential buyers and allow her to "get to know the German and Scandinavian market."

Premium remains 'faithful' to its original concept

"We are constantly observing and analysing the market, communicating with brands and retailers, and we take our role as a marketplace very seriously," explains Tillmann. "We adapt what we offer in line with demand, curating the brand portfolio afresh every season and making sure that the right partners meet one another at Premium to generate business.”

“The industry recognises and honours this, both in terms of the number of enquiries from brands and in terms of popularity with visitors. No matter how much success and growth we experience, we will continue to remain faithful to our concept and curate our collections carefully.”