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Zalando shares its plan for Bread & Butter ’16

By Vivian Hendriksz


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London - Zalando has shined some light upon its plans for the upcoming debut event of Bread & Butter by Zalando 2016, as the German retail giant aims to transform the trade fair into a new concept geared at bringing consumers and fashion together.

“Our Bread & Butter concept challenges the status quo of the fashion industry. It re-thinks the traditional trade show to bring to live a new, exciting trend show for brands and consumers where they can directly interact with each other," says David Schneider, co-founder and member of the Zalando Management Board on the new concept. "We want people to get inspired by new trends, experience the latest products, and get them first. With Bread & Butter by Zalando customers are no longer excluded from the fashion world but are invited to become part of it."

“Our Bread & Butter concept challenges the status quo of the fashion industry."

David Schneider, co-founder Zalando.

The new format of the trend show has been created around the motto Now which see Bread & Butter by Zalando offer an innovative platform for brands to share their stories and brand DNA with consumers. The trend fair is set to welcome over 25 international fashion brands including Adidas, Converse, Levi’s, Nike and Vans to showcase their Autumn/Winter products during its debut edition. The German online retailer will also use the event to showcase its upcoming collaboration with Marni for an exclusive range of footwear and Tommy Hilfiger’s collaboration collection with Gigi Hadid, whose physical presence is likely to strike a chord with the trade fair’s new target visitor group.

In order to ensure the trade fair has a fresh look and feel, Zalando will replace the use of conventional booths with open and individual brand stages. The concept of the trend show has been build around five themes, including ‘Get Physical’, ‘Fill your Feed’, ‘Mix it Up’, ‘Make it Yours’ and ‘Gear Up’. Each theme will offer customization workshops, augmented reality experiences, personalization, presentations and special collectibles for visitors. In addition, a selection of brands will showcase their collections during a catwalk show, including Hugo, Puma, Topshop and Topman, and offer all items shown for sale online after the show.

Zalando also enlisted the help of illustration due Craig and Karl to create a new look and feel for Bread & Butter, which the retailer acquired last June after the trade show was declared bankrupted. The debut event is set to take place September 2 to 4, 2016 at Arena Berlin and tickets will go on sale from July 13.

Bread and Butter
Bread Butter
Gigi Hadid
Tommy Hilfiger
Trade show