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The Brandery passes with flying colours

9 July, 2010

The Brandery

When the doors closed it was time to take stock. A total of 15,200 visitors, up 4% over January, 215 brands and twice the number of exhibitors justified exhibitors’ optimism. The third edition of The Brandery has taken yet another step towards becoming Southern Europe’s benchmark urban and contemporary fashion trade fair. According to Pere Camprubí, director of the Expansion Area of the Fira de Barcelona and the Brandery, the brand statistics, visitor quality and good reception given to the events organised in the context of the event show how it has positioned itself on the international market.

Compared to other Brandery events, visitor numbers have not grown so sharply, however, more turnover was generated, because many of these visitors were buyers. A total of 19% were from France, Italy and Portugal. El Corte Inglés, La Rinascente and Galerías Lafayette were some of the time-honoured brands who showed up to enter into collaboration agreements.

Of the 215 exhibitors, 99 were Spanish and half were from Catalonia. Although there were twice as many exhibitors, brands reduced their exhibition spaces because of the economic crisis being experienced in the sector. They also opted for caution and lowered their decoration costs.

The slogan “Love Revolution” adorned the site, which was designed to be a call to brand revolution. A moment for inflection and change, from the creative business standpoint, and for both sales and trends. Indeed, one of the panel discussions organised in The Laundry, the area devoted to reflection and debate, was the first International Bloggers Meeting, which is growing in terms of users and fans.

There was also innovation at the trade fair with a “virtual changing room”, a new computer application that allows users to combine different garments and to have a virtual personal shopping to guide them through the purchase process.

The exhibition also featured some outstanding parallel activities, such as the Misi Misi Expo, with 30 customised maneki-neko (lucky cats) and the Real Sound show, with a selection of urban art. Custo Barcelona was responsible for adding the finishing touch, with an evening party and show at the Mellow Beach at the Hotel W, with an audience of around 2,500 people.

This year The Brandery had a total budget of €8 million for two editions. The next event will take place from 26 to 28 January 2011.

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