#relacoespublicas #rp #rpmoda #pr #publicrelations » 2013 » Julho » 10 » PREMIUM is PREMIUM
20:36PREMIUM is PREMIUM
|Following Monday’s successful kick-off of Mercedes-Benz Fashion Week with the PREMIUM Young Designers Award in F95 The Fashion Store, another successful season of PREMIUM took place from July 2-4, marking both a phenomenal line-up and a successful start to the ordering season. In keeping with the trade show’s decoration theme this season of urban gardening, green lawns and flower arrangements transformed STATION-Berlin into a lush fashion paradise. As curators of one of the world’s best brand portfolios in the high-fashion segment, PREMIUM once again presented a high-caliber mix of 900 brands and around 1500 collections, with 30 % of those brands being new to PREMIUM this season. As always, the goal was to provide retailers with the inspirational push to position themselves in today’s competitive market.|
Visitors Titel + Text Once more, this season of PREMIUM proved the trade show’s knack for attracting an international crowd, with 71% of attendees coming from outside Germany. The biggest visitor increases came from France, the Benelux region, and countries outside Europe.
Breakdown of Countries in Attendance: Germany 29 % | Southern Europe 23 % | Benelux & France 22 % | Outside Europe 8 % | Austria & Switzerland 5 % | UK & Ireland 5 % | Scandinavia 5 % | Eastern Europe 3 %
"This season’s PREMIUM achieved phenomenal results. Everything went exactly as it should have. Not only did we record the highest visitor numbers in our history, our exhibitors were thoroughly pleased with the number and quality of visitors viewing their collections. The feedback from the footwear exhibitors was particularly positive with regards to the above-average amount of footwear buyers.” – Anita Tillmann
Innovation Titel + BildSince its inception, PREMIUM has been setting an example for the integration of new, industry-relevant concepts. This season, for example, PREMIUM was proud to present a showcase from Bionic, a pioneering company with a business concept based on sustainably produced materials. Manufactured out of recycled plastic, Bionic yarn is woven into fabric that can be used for clothing, shoes, and accessories, and has been applied in collaborative projects with brands like Timberland, Burton, Moncler, and The Gap. PREMIUM played host this season to the Parley summit led by Pharrell Williams – musician, producer and eco-entrepreneur – which included numerous talks with international experts dedicated to dealing with the issue of plastic ocean pollution. A growing environmental problem facing the world today is the gathering of these waste plastics into giant floating patches. The aim of Parley was to discuss lucrative recycling solutions to this problem, such as Bionic’s eco-yarn.
"The targeted exchange of know-how is just one way in which we remain focused on the needs of the industry. By hosting the Bionic showcase and the Parley summit on sustainability and advantageous recycling, we are presenting a business model with lucrative future potential. Both the industry and the environment can reap great benefits—the perfect win-win scenario.” – Anita Tillmann
Peoples Business Titel + TextFostering networking and communication is a particular focus of PREMIUM, and in today’s world, contact in both the real and virtual worlds is key to business success. The mission at PREMIUM is to foster connections between the industry and the retail branch, connecting the two sides in a targeted, mutually lucrative way.
"From the beginning, PREMIUM has been a people’s business. Serving the needs of the fashion industry has always been at the forefront of what PREMIUM is about. We bring together exhibitors and buyers in a concerted way, fostering communication, supporting strategic business processes, and facilitating the ordering process.” – Anita Tillmann
Premium Loves China Titel + Text This season, one such networking opportunity was the PREMIUM Loves China event, which saw a delegation of Chinese buyers in attendance at PREMIUM. Following an official welcome address from Anita Tillmann, a presentation on the Chinese retail market, and the launch of the new "Points of Fashion” book, guests had the opportunity to mingle, make new contacts, and discuss new business ideas and ventures.
"Our "VIB” (Very Important Buyer) service for Asian buyers is designed to establish PREMIUM and Berlin as hubs for the Asian fashion retail market. This can only bring long-term benefits to the city of Berlin.” – Norbert Tillmann
Grill and Chill Titel + Text On Wednesday, the PREMIUM park was the place to celebrate the Spring/Summer 2014 season of Berlin Fashion Week. Under the open sky, the crowds filled the exterior area of the PREMIUM premises to while away the evening making new contacts, swapping experiences, and, of course, having fun and letting loose to a sunset soundtrack from Felder Felder and DJ Rolex.
YDA Titel + Text On July 1, the 16th winners of the renowned PREMIUM YOUNG DESIGNERS AWARD feat. by District MTV for the Spring/Summer 2014 season were announced at a special award event at F95 The Fashion Store that each and every season kicks off Mercedes-Benz Fashion Week Berlin. Three young fashion talents were recognized in the categories of womenswear, menswear, and accessories. A special highlight of the evening, thanks to award partner District MTV: a live performance from Frida Gold.
WOMENSWEAR | Franziska Michael | www.franziskamichael.com
MENSWEAR | Tothem | www.thetothem.com
ACCESSORIES | VK Lillie | www.vklillie.com
Charity Titel + TextThe plant beds and flower arrangements that decorated PREMIUM, part of the season’s Urban Gardening theme, were part of PREMIUM’s partnership with the newly founded Mörchenpark e.V. organization. The group is dedicated to turning part of the Holzmarkt area along the banks of the Spree River into a green, creative, and sustainable public park and garden. For more details, visit www.moerchenpark.de
To further contribute to the Mörchenpark project, visit the special PREMIUM page on the www.betterplace.org donation platform.
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