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Ethical consumption and pop-up stores in The Laundry Conferences for company owners and retailers on new sales strategies, the evolution of fashion shops up to the pop-up store, analysis of the new ethical consumption paradigm and how and where to export in order to mitigate the effects of the drop in domestic consumption, are some of the topics that will be debated within the setting of The Laundry. It will also host the conference “Elio Fiorucci: 40 years of art, design, fashion and show business” by the legendary founder of Fiorucci, the first brand to specialise in casual wear Made in Italy that triumphed in the 70s and 80s in the United States because of its irreverence and transgression. The ideas laboratory will also be proposing talks on summer 2013 trends and on new communication and marketing strategies, from “cross-media” to sensory marketing.

Brandtown, trends melting pot In addition to the fashion shows, the Brandtown –open to the general public– will provide the setting for various activities, such as exhibitions that will highlight the complicity between fashion and art, and workshops organised by the city’s best design schools. The Brandtown will also be where brands such as Replay, Superdry and Custo Barcelona can interact directly with the target public, in order for them to transmit their own values in an innovative and dynamic manner, through contests, games and even master classes.

Music will also have a privileged place in the show, with the concerts of The Human League, La Casa Azul, La Mala Rodríguez and Stand Up Against Heart Crime who will alternate their performances with the DJs Shelby Grey, Amable, GatoTV (Tvno & DjGato) - Mash AV Show, DJ2D2 and Miranda Makaroff, providing a high-end soundtrack to fashion. Bloggers, leading members of The Branders, will also be in attendance at the “He Blogs” meeting, led by the influential Pelayo Díaz, Miranda Makaroff and Gerard Estadella.

Barcelona, more fashionable than ever In order to involve the entire city in fashion for a few days, The Brandery will be present in Paseo de Gracia, from the 6th to 20th July, with the exhibition “Remakes, cuando el cine encontró la moda” (Remakes, when cinema met fashion), by the photographer Manuel Outumuro, and with fiestas and events that will be taking place in symbolic establishments, such as The Sutton Club and Café Berlín. Another of the activities that has filled the city with fashion is the window-dressing contest Windows on…I’m a Brander’. “The Branders” family has also been the inspirational topic of this edition, in which around a hundred shops, located in Catalonia, Barcelona and Madrid, have participated. The shop DRESS UP (Girona) won first prize, which consists of a trip to Antwerp (Belgium), vanguard of emerging fashion.

The Tradeshow will be open only to trade visitors on Friday and Saturday, from 10.00 to 18.00 and on Sunday from 10.00 to 17.00. The Brandtown will be open to the public on Friday and Saturday from 15.00 to 20.00 and the concerts will take place from 20.30 to 1 in the morning. On Sunday, the concerts will be held from 18.00 to 20.30.

Barcelona, July 2012 Images available here Gloria Dilluvio +34 93 233 21 72 - [email protected]

Eva Martín +34 93 452 65 00 ext. 106 [email protected]

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Ticket sales Fnac, Servicaixa, TicketMaster and Halcón Viajes Activities The Brandery Catwalk – Fashion Shows Fashion & Art Sónar Concerts: The Human League, La Casa Azul, Mala Rodríguez, Stand Up Against Heart Crime and DJs Amable, GatoTV (Tvno & DjGato) - Mash AV Show, DJ2D2 AV Show, Miranda Makaroff. Workshops Conferences (The Laundry) Exhibition “Remakes, when cinema meets fashion” by Outumuro (Marie Claire) Organised by Fira de Barcelona Director Miquel Serrano Press Contacts Gloria Dilluvio –Fira de Barcelona Press +34 93 233 21 72 [email protected] Eva Martín – XXL Comunicación +34 93 452 65 00 ext. 106 [email protected] Images available here http://premsa.firabcn.es/ FOLDER SALONES – THE BRANDERY – THE BRANDERY JULIO 2012 Website www.thebrandery.com

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Another new feature of Fashion & Arts will be “The Library”, an area dedicated to reading that will house a large selection of books about fashion in all its forms: photography, design, history, trends... This area will give visitors a chance to relax, flicking through special copies of books of Helmut Newton, Tom Ford and other designers.

A master class by Custo for fashionistas The fashion brands at Brandtown will be organising activities to transmit to their fans their core concepts and share their values. Custo Barcelona will be proposing contests, games and workshops featuring Barbie, in a tribute to all the women who enjoyed playing with the most glamorous doll of all times.

Furthermore, an exhibition of classic Barbie dolls, with examples from the 50s to the most recent times, will mirror five decades of complicity between fashion and femininity of which Barbie is a witness and international icon. Custo Dalmau will also offer a master class on the creative process and advice on how to design for children.

Fans of the English brand Superdry will be able to emulate the driver Marc Márquez (sponsored by the firm) by participating in moto GP races using simulators located in Brandtown, while Replay will present a collection of jeans “customised” using the laser technique. The stand will also host a space dedicated to music, a workshop for DJs, a visual show and a master class by Flaix FM.

The firm Experience will present its “sensorial marketing” concept. The inside of a cube made from screens will provide the setting for DJ sessions and the entire space will be immersed in a unique aroma, created especially for The Brandery. Perfume, videos and music will be the three basic coordinates of this new sales strategy, which has the aim of creating a brand identity through a new global language that targets all the senses.

“He Blogs” and Bloggers Night at The Sutton Club Barcelona In addition to fashion shows, the catwalk area will host a bloggers meeting, with the presence of the influential Pelayo, Gala González and Miranda Makaroff, who will meet up to analyse men’s fashion blogs from their peculiar perspective, halfway between creation, critique and passion for the most modern looks. In the evening, the bloggers will be attending a party in the historic Sutton Club Barcelona.

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The sessions will continue with “Fashion Law”, an analysis of fashion-related legal aspects, and a seminar on trends for the Spring-Summer 2013 season, revealed by Worth Global Style Network (WGSN). The Laundry’s last session will be by Matteo Bardi, from the Camera Nazionale della Moda Italiana and Professor at the Nuova Accademia di Belle Arti di Milano (NABA) and the Domus Academy di Milano (DA), who will explain the needs of the Italian market in terms of opportunities for young Spanish professionals.

New communication techniques will also be the subject of the Cross Channel conferences, organised by the Barcelona Chamber of Commerce, the aim of which is to expand knowledge on the new strategies. They will be held in The Brandery Catwalk area and speakers include Magda Espuga, KISS Retail Management Consulting, S.L. (Ebeltoft Group) and Berta Pérez, European Project Manager, Chamber of Commerce.

Export, key resource for SMEs On Sunday, the sessions organised by the Barcelona Chamber of Commerce will be dedicated to export. Ramon Camino, Initiation and Talent for Internationalisation Manager, ACC1Ó, will explain basic export guidelines with the conference “How to get export off to a good start” and will reveal ACC10’s new Introduction to Export Programme. Pitusa Bolaño, International Trade Consultant, will then talk about case studies of Catalan textile SMEs that have successfully embarked on an internationalisation process, analysing the challenges and strategies that have enabled them to triumph in a globalised market.


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On the other hand, the Escuela Superior Universitaria de Imagen y Diseño (IDEP) and La Escola Llotja will tackle more theoretical topics. The first will show the essence of customisation –that in general consists in adapting a product to its customer- in fashion and the second will be on the discovery of new structures and dimensions by manipulating fabric on the body.

Workshops limited to professionals Business persons and retailers will have exclusive access to different tailor-made workshops. The first, taking place on Friday and organised by Ártidi, la Escuela Superior de Escaparatismo, Visual Merchandising, Diseño e Imagen, will focus on identifying the factors that are producing a radical change in retail, on analysing the role of personal shoppers and on the different formats of fashion establishments, from shops on wheels to pop-up stores.

On Saturday, the Escuela MTPLUS will organise a workshop on window dressing and the Visual Stylist, with images of shop windows and the presentation of the short film “Face to face window dressing”. With a practical approach, participants will design a fashion window display “From 0 to 10, from nothing to everything” inspired on the modern world.


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and contempes.es, shows but have alsoking for econos closely linkes made fashihe total. A yethe closest m

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and footwearn Euros and on Euros). hion exportslion Euros.

porary fashio how Spaniso managed tomies that aed to the Eurion purchaseear before, thmarkets.

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industry rk for 0 the ctor 06 jobs climate

most important industry in generating employment, with 10,151 companies and 54,442 employees and free-lancers (39.9% of the total).

In 2011, the textile industry was comprised of 6,649 firms and accounted for 32.5% of employment in the sector, with 44,383 workers at the end of the year. There were 4,745 leather and footwear companies and a workforce of 37,707 people, 27.6% of the total.

Although less significant, footwear was the best-developed industrial sector in fashion in 2011. While the textile and clothing industries lost workers, the Spanish footwear industry generated a 6.2% growth in employment in a climate of high unemployment rates, with an increase of 2,206 workers.

Outlets revolutionise the market In 2011, companies in the fashion sector operated in a climate of weak domestic consumption and low inflation that, in clothing and footwear, was 0.3%, as opposed to a 2.4% increase in the Consumer Price Index (CPI). The price wars to maintain sales in a climate of recession make Spanish fashion a practically deflationary sector. Prices of clothing and footwear, above all for ladies, have been rising much less than average inflation rates since 2003, damaging company margins.

With the drop in prices and financial difficulties linked to the economic crisis, clothes and footwear have lost relative importance in family spending. In 2002, these articles accounted for 9.9% of shopping while, in 2011, this percentage dropped to 8.6%.

The textile trade, which consisted of 69,248 establishments and 194,554 jobs in 2011, has undergone a deep transformation in recent years, marked by consumer behaviour patterns. Outlets and large distribution chains have gained market quota from traditional multi-brand shops in recent years. If, in 2003, outlets accounted for only 1.5% of the market, in 2011 they supplied 10.1% of sales. Hypermarkets are also becoming suppliers of clothing and footwear for Spanish families: in nine years, they have increased their market quota by 5.9 points and now account for 22.9% of sales.

‘The Brandery’s Economic Report of Fashion in Spain 2012’ is intended to be an annual study, which details the main statistics of the fashion business in Spain. It features the opinions of the chief executives of the sector’s most representative employers’ organisations: Rafael Calvo, President of the Federación de Industrias del Calzado Español; Modesto Lomba, President of the Asociación Creadores de Moda de España; Elena Gómez del Pozuelo, President of the Asociación Española de la Economía Digital; Manuel Díaz, President of the Confederación de la Industrial Textil; Alejandro Laquidain, President of the Consejo Intertextil Español; Borja Oria, President of the Asociación Empresarial del Comercio Textil y Complementos, and Javier García-Renedo, President of the Asociación Española de Centros y Parques Comerciales.

Barcelona, 13th July 2012 Adam Sedó 93 233 2659 [email protected]

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Documents

PREMSA PRENSA PRESS PRESSEmedia.firabcn.es/content/S094012/doc/doc_doss_premsa_en.pdf · 2012-07-13 · PREMSA P The show The platf Business internati invited to professio also crea