Apart from the classic trade fair format, the Premium Group wants to offer targeted networking at its events in the future. The mediation of content should also move more to the fore again.
At the upcoming edition from July 11th to 12th, there will be targeted and diverse networking offers at the Berlin fashion fairs Premium and Seek, which will enable a more personal exchange, the organizer Premium Group announced on Wednesday. The focus should also be more on communicating relevant trends in the form of panel discussions and lectures.
“We listen, research and curate the most important trends for the industry. To do this, our team of experts travels across Europe and exchanges ideas with representatives from the entire industry. The results of months of work can be discovered with us in two days,” said Maren Wiebus, Creative Director of the Premium Group, in the press release.
Premium with more programs and networks
The lecture program includes Generation Z, the short video platform Tik Tok, tech topics such as ChatGPT or Virtual Dressing, as well as re-commerce and the EU legislative initiative Green Deal. With its new focus on networks and trend communication, the Premium Group is reacting to the changing trade fair landscape. Since the pandemic, many fashion brands and buyers have started to order more digitally and some are also traveling more selectively.
The idea of conveying more content as a trade fair is not entirely new. In January, the sustainability conference 202030 – The Berlin Fashion Summit took place for the first time on the same exhibition grounds as Premium and Seek. Prior to this, Premium had also organized the Fashiontech conference, some of which featured top-class international speakers. But this time there will not only be lectures from one stage, but many smaller and more intimate events spread over the area at the Berlin Gleisdreieck – such as lectures at stands, live interviews and study presentations.
Of course, the trade fair organizer does not want to do without the core business of the stands. But after the criticism and feedback on the last edition, the Premium Group promises to curate the exhibiting brands more strictly in the summer.
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