5 questions to Verena Malta
Exquisite and successful - Show&Order will celebrate the 10th fair during the Berlin Fashion Week. Show&Order stands for a high-quality exhibition and represents a successful new order platform in Berlin. Show&Order is focused on an exquisitely stylish presentation of each collection and guarantees the national and international buyers a professional working atmosphere. The tradeshow was founded five years ago and since then it aims to be an inspiring and in the line with the market platform for exciting international brands. We spoke with the founder and CEO of Show&Order Verena Malta about innovations, the selection of the exhibited brands this season and the city Berlin as a fashion location.
The tenth Show & Order takes place in this season. How does the brand/exhibitor portfolio expand international and national?
Every season we create an added value for our visitors, because the Show&Order is increasing constantly because of new concepts. This year we have established the “Shoe Gallery” and have extended the Accessories and Jewellery Area. Due to that the portfolio includes international shoe producers like Mint&Rose, Alberville and Pasha and also great jewellery designers like Jasmina Jovy and Ina Beissner. A standstill is no option! We follow the concept of an inspiration platform for the trade and this is the reason why we had to extend our brand portfolio in an appropriate way. Therefore our Trendscouts are always looking for new international Newcomer brands, which are able to satisfy the needs of the end consumer.
Many visitors appreciate the selection of international exhibited brands on the tradeshow. What is important to choose the right brands?
While we support young national and international brands, we also focus on labels, which cover the needs of the end consumers. Main points are special designs, high quality workmanships and transparent price calculations. We cover the needs with the trends of tomorrow, we look for something out of the ordinary and create new inspirations with upcoming brands. The mix is very successful because of our international fashion scouts, who have got a great favour and sense in fashion.
Which innovations are there on this year’s tradeshow?
As an addition to “Beloved brands” from the Ready - to - wear Area there is a huge 4000 qm Accessories and Jewellery Area. Moreover we react to the big demand for shoe producers and developed the modern concept “The Shoe Gallery” with the industry specialist Thomas Aichinger. Next to that, the Show & Order opens the Berlin Fashion Week again on Monday, the 27th of June 2016 to guarantee a full trade check. The big highlight and innovation is going to be the Trend Preview Shopping event called “Shopping Night” by Show&Order on 28th June 2016 at 7pm to 11pm. The event is a communication and marketing platform and is going to show current buying trends. It is also going to present established topics and top sellers like jewellery, bags, shoes, scarves, cosmetics, interior, books, art and more.
On 28th June 2016 it is the first time that the Show&order is open for B2C and turns also in a buying event. What are the advantages of this new form of a tradeshow?
We go with the latest trends because we took a strategic decision and open the Accessories and Lifestyle Area to the B2C on Tuesday evening and create an added value for our exhibitors. Today it is very important to ensure the communication circle between the brand, the trade and the customer for example via Social Media Channels and Bloggers. In this way we open the borders for direct communication and define first buying impulse. The “Shopping Night” is a new approach in the fashion industry, because other tradeshow operators define fix days for their audience.
What is special about Berlin as a fashion city?
Berlin has got a lot of potential. It is an inspiring place and includes many international impressions. The industry can find here everything and we are glad about to be a part of it!
More information about the SHOPPING NIGHT: https://www.facebook.com/<wbr/>events/1627596234225773/