Bread & Butter youngstars

The new international kidswear platform of Bread & Butter is taking place for the first time at Tempelhof

Airport from 15 – 17 July 2011.

Bread & Butter Youngstars is the name of the new international kidswear platform, which the organisers of the Bread & Butter presented last week in Berlin to leading kidswear brands, buyers, agencies and representatives from the industry-relevant press. Up for discussion were the market needs of the international kidswear industry and important key points such as scheduling, pricing, location and target group of an international kidswear platform were also debated.

Karl-Heinz Müller, Managing Director Bread & Butter GmbH: “The aim of the convention was to let the kidswear industry have their say. Of course we had already given some prior thought to the essential points and presented a solution. We are absolutely certain that if the industry needs and wants an international platform à la Bread & Butter, we will give it to them!”

Following a very successful premiere of the B&B Kids Camp, integrated into B&B in summer 2010, the 2011 winter edition of the B&B Kids Camp was cancelled due to a weak response from exhibitors. The organisers were unable to avoid the overlap with existing kidswear trade fair dates.

At the convention, Karl-Heinz Müller presented a new and independent trade fair concept to around 40 participants of the discussion panel, which was very positively received by the participants:

Bread & Butter Youngstars

Location and hall layout
The historic Berlin-Tempelhof Airport will become the hub of B&B YoungstarsS and the roofed apron, the location of the B&B Denim Base during Bread & Butter, will become the new home of the international kidswear brands. At first, B&B Youngstars will be held on approx. 20,000 sqm. The design of the segment-spanning hall layout and the spacious pathways between the stands will be based on the Bread & Butter hall concept. A further 3000 sqm are available in the gates above the roofed apron; these could for example be ideally used by design companies and agencies.

Stand spaces between 10 sqm and 200 sqm can be realized without any problems. This guarantees versatile presentation possibilities and, at the same time, the integration of smaller kidswear brands, too.

In summer, the airport’s apron will be also available as an exhibition area. In winter the already successfully introduced, temporary steel construction with a wall made of air cushioned membranes will protect from the cold and snow.

Karl-Heinz Müller: “Tempelhof is a wonderful, landmarked location, for which we have a fixed-term rental agreement for the next eight years, with the option for a further ten years. The roofed airfield is the centrepiece of the site: centrally located with a perfect infrastructure and, when the time comes, with sufficient space for expansion into the adjoining hangars. The location has everything we need for the perfect kick-off.”

Scheduling and pricing
The premiere of Bread & Butter Youngstars will take place from Friday to Sunday, 15 – 17 July 2011 (Bread & Butter: Wednesday to Friday, 6 – 8 July 2011). Karl-Heinz Müller comments: “Here we can use all of the synergies and the infrastructure of the Bread & Butter. The exhibitors at the Denim Base need three days to dismantle their stands, and B&B Youngstars can be set up in three days. With the dual use of the existing infrastructure, we can moderately set the prices per square metre in comparison to the Bread & Butter.”

In winter 2012, B&B Youngstars will take place from 27 – 29 January 2012 (Bread & ButterR: 18 – 20 January 2012). Müller: “We have consciously decided to already announce the dates for both Bread & Butter and B&B Youngstars. We want to give our international exhibitors and visitors as much time as possible to plan – also in light of the fact that, as per today, no other event has communicated binding winter dates for 2012 yet.”

Target group and campaign
Like the Bread & Butter, B&B YoungstarsS will be positioned as an international, supra-regional leading trade fair. The entire children’s fashion market will be covered, whereby the focus is on kids and teens between 2 and 12 years old. There is not a focus, however, on the hardware segment at the moment.

The new visual of B&B Youngstars is based on the Berlin “Walk of Fame” at Potsdamer Platz, where the big stars take centre stage. The little stars, the B&B Youngstars, are represented in the star logo, which is a creative word play on “youngsters”. The logo, in indigo-blue featuring childlike scribbles, has a high recognition value. In the style of the new B&B Youngstars visual, an image campaign that will be presented in international and trade-relevant media will soon be developed.