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BERLIN INSIGHTSA FASHION CAPITALIN THE MAKING
A TREND REPORT BY LIGANOVA
JANUARY 2015
In the past 10 years Berlin managed to establish itself as a city with a unique creative position in the world, a centre of attraction for young design and disrupting innovations.
With Bread&Butter moving from Cologne to Berlin and the launch of a second major trade show with Premium Exhibitions, Berlin’s Fashion Week was launched.
A decade later, numerous new trade shows and fashion forums have seen the light of the day. Berlin’s future as fashion capital has yet to be determined…
BERLIN FASHIONWEEK
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4 WHAT IS AT STAKE FOR BERLIN TODAY?
8 A NEW APPROACH TO FASHION Insights from the ‘Berliner Mode Salon’ & the ‘Fashiontech’ Conference
— ‘Tech is the new Black’ – when Fashion meets Technology — Shareables & Digital Retail Trends
18 TRADE SHOW DIGEST
23 #BFW QUOTES
CONTENT
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WHAT IS AT STAKE FOR BERLIN TODAY?
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“ German fashion is grounded, rational, head-driven”
Melissa Drier, Fashion Editor, Women’s Wear Daily
“ We have the talent, we’re young, we’ve only existed for a decade. We are currently professionalising to prepare for the next step”
Anita Tillmann, CEO, Premium Exhibitions
WHAT IS AT STAKE FOR BERLIN TODAY?
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Over
Fashion Week visitors3��.���
��Berlin’s fashion industry turnoverOver 10% of the city’s cultural industry
businesses in Berlin is part of the creative sector
�in6Over 20.000 people work in the fashion industry
fashion schoolsOver 1.000 students start a fashion related course each year
billion €
��� runway shows during Fashion Week
Over
�
WHAT IS AT STAKE FOR BERLIN TODAY?
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NEW INSTITUTIONS & DESIGN FORUMS
New institutions and design forums have been created to further establish Berlin’s position as an international fashion city and to promote desig-ners and creatives working in Germany.
– ‘Berliner Mode Salon’ – German Fashion Design Council– ‘Fashiontech’ Conference
A STRONG DOMESTIC MARKET
The German market with its strong economy is the largest in Europe and one of the most significant in the world. Berlin Fashion Week has to strengt-hen its efforts towards its own community and designers have to look further into the German consumer and their preferences on a global scale.
STRUCTURAL NEEDS
More infrastructure has to be generated to draw the international press and the buyers for global fashion warehouses to Berlin.
WHAT IS AT STAKE FOR BERLIN TODAY?
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A NEWAPPROACH TO FASHIONINSIGHTS FROM THE ‘BERLINER MODE SALON’ AND THE ‘FASHIONTECH’ CONFERENCE
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Conferences and creative forums like ‘Fashiontech’ and the ‘Berliner Mode Salon’ have been launched in a cooperative effort between industry experts, key influencers, fashion designers and Germany’s innovative scene with the ambition to distinguish and to specialise Berlin’s fashion scene.
‘TECH IS THE NEW BLACK’ – WHEN FASHION MEETS TECHNOLOGY
A NEW APPROACH TO FASHION‘Tech is the new Black’
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“ Wearables and electronics become more and more relevant in a fast paced world. The challenge is to permanently redevelop yourself”
Nadja Swarovski, Board Member, Swarovski
“ We have to see wearable tech as another form of craft and actually treat it as such”
Cecilia Palmer, Web Developer & Fashion Designer
“ We hope to inspire both communites – fashion and IT, to work together”
Anita Tillmann, CEO, Premium Exhibitions
A NEW APPROACH TO FASHION‘Tech is the new Black’
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Areas in which technology and fashion can inter-play in the coming years
WEARABLES – ENABLING TECHNOLOGY
– MEDICAL USE
Sensors can be integrated into the garments to collect the current health information of the consu-mer. For customers with major health issues like heart problems, diabetes or cholesterol, the sen-sors in the garments would directly alert health services via the mobile device in case of an emer-gency.
– LIFESTYLE TECH
Furthermore wearables such as intelligent acces-sories and sensor-enabled garments can improve the consumer’s lifestyle. Unlike external devices that interrupt the human action, wearables have the advantage to naturally extend the activity as they are activated with natural gestures.
VISUAL PROJECTURE
Display technology combined with sensoring opens up many new possibilities in 3D visualisa-tions. The new technology is currently only used in the architectural field, its use in fashion will pro-vide the consumer with numerous new information about the product with the possibility to try on a product from an e-shop before purchase.
CUSTOMIZED FASHION
Biological experiments combined with technologi-cal innovations have made it possible for the me-dical industry to grow skin cells in labs. Transpo-sed to fashion it means that in the future it will be possible to grow natural fabrics like leather, silk or cotton from the costumer’s very own skin cells.
A NEW APPROACH TO FASHION‘Tech is the new Black’
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A NEW APPROACH TO FASHION‘Tech is the new Black’
Trafopop – LED jackets for cyclists
Phoebe Hees – high tech garments & wearables reacting to human emotion
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SHAREABLES & DIGITAL RETAIL TRENDS
A NEW APPROACH TO FASHION
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“ Images have the power to make or to break a brand”
Mareike Nieberding, Journalist
A NEW APPROACH TO FASHIONShareables & Digital Retai l Trends
“ German designers need to broaden their perspective to always have in mind how their collection will look on the runway, in a salon but also on a JPG.”
Ruth Chapman, CEO, matchesfashion.com
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2D VISUAL MERCHANDISING
Shareability also increases in importance at the point-of-sale. Digital visual merchandising solu-tions, such as 2D flat-lays, square product pre-sentations and cross-merchandising are more and more integrated in bricks and mortar solutions.
A NEW APPROACH TO FASHIONShareables & Digital Retai l Trends
THE POWER OF THE IMAGE
In the digital age, images have the power to make or to break a brand. They enable brands to sha-re their broad universe and product world with a huge base of consumers in an instant and with very low costs.
SHARING IS KEY
Creating images with a high sharing value beco-mes more and more relevant with the rise of digi-tal interaction channels. But the question whether the product is shareable or not does not only come up once it is photographed, it now arises in the design process of the product itself, as it is an important element of its future success in sales.
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A NEW APPROACH TO FASHIONShareables & Digital Retai l Trends
INSTAGRAM: FASHION IN THE SECOND DIMENSION
— The most instagrammed place in 2015 was a shopping mall in Taiwan
— Instagram related apps like liketoknow.it or shopstyle.com now make it possible to identify and to shop (almost) any item seen on the social media channel
— Instagram grew from a 150 million user base to 300 million within only one year
— Instagram has the highest interaction rate out of the main social media channels
— 80% of the users are under 35 years old
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A NEW APPROACH TO FASHIONShareables & Digital Retai l Trends
EXAMPLE: CHANEL
— Chanel appeared on Instagram in October 2014 and managed to gain a follower base of 1.2 million by only posting one picture.
— Within only 4 months the brand reached a follower base of 2.5 million users.
— This equates to more than double the coverage the brand would get from Vogue, Harper’s Bazaar and Elle altogether.
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TRADESHOWDIGESTEVERY SEASON OVER 300.000 VISITORS MAKE THE TRIP TO BERLIN TO DISCOVER THE CITY’S UNIQUE AND DIVERSE SET OF TRADE SHOWS.
WE CAPTURED THE HIGHLIGHTS OF THIS SEASON’S PREMIUM, PANORAMA, BRIGHT AND SEEK.
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Premium is Berlin’s most diverse trade show featuring established high fashion brands like Karl Lagerfeld, up-and-coming international labels and Berlin classics like Lala Berlin.
PREMIUM
TRADE SHOW DIGEST
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With 50.000 unique visitors from 96 nations, Panorama is without a doubt Berlin’s most sig-nificant trade show in numbers. Located on the fringes of town in the humongous trade district, Panorama showcased a set of confirmed and new brands in 10 exhibition halls.
PANORAMA
TRADE SHOW DIGEST
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Seek definitely made a huge impression this year with a brand new set-up in its new location at Arena Berlin. If you’re looking for cool and edgy contemporary brands, Seek is worth a stop. Seek also hosted Berlin’s first #Fashiontech conference – a forum for fashion designers and the tech scene about wearable technology.
SEEK
TRADE SHOW DIGEST
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The trade show where streetwear is at its best. Bright is one of Berlin’s most disrupting trade events. The small for-mat is ideal to interact with new brands and streetstyle classics.
BRIGHT
TRADE SHOW DIGEST
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#BFW QUOTES
“ There needs to be more confidence in German brands, whilst German brands need to get a more international perspective and to look at the global consumer”
Ruth Chapman, CEO, matchesfashion.com
“ Berlin needs courage, energy, more courage”
Melissa Drier, Fashion Editor, Women’s Wear Daily
“ How can we make a fashion capital out of Berlin?! – The key is to impress”
Christiane Arp, Editor-in-Chief, Vogue Germany
“ There’s talent, there’s purchasing power, the problem is too much humility”
Nadja Swarovski, Board Member, Swarovski
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BYE BYE BERLIN!SEE YOU THIS SUMMER!
L I G A N O V A S T A N D S F O R S A L E S - E F F E C T I V E ,
C U T T I N G - E D G E B R A N D C O M M U N I C A T I O N .
W E S H O W C A S E B R A N D S A N D P R O D U C T S
U S I N G A U T H E N T I C A N D E M O T I O N A L
S T O R Y T E L L I N G .
L I G A N O V A . C O M
I d e a , C o n c e p t , R e a l i s a t i o n b y L I G A N O VA – C o r p o r a t e C o m m u n i c a t i o n st r e n d s @ l i g a n o v a . c o m
C o p y r i g h t – T h e r e u s e o f a n y i n f o r m a t i o n i n t h i s r e p o r t w h i t h o u t L I G A N O VA’ s a g r e e m e n t i s s t r i c t l y p r o h i b i t e d .
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