On 16th December 2013, Karl-Heinz Müller introduced the new BREADANDBUTTER.

Ca. 150 invited guests from all parts of the fashion industry attended the presentation at SOHO House Berlin.

The biggest news upfront: From the summer event in July 2014 on, BREADANDBUTTER will add two public days to its regular tradeshow.


Karl-Heinz Müller: “Following the preannouncement, some claimed: I have gone mad! I say: the market has shifted! We are amidst a profound change of the whole market. The significant impulses for the fashion industry no longer come from the brands and retailers or the classic press alone. Fashion enthusiastic, well-informed customers and lifestyle bloggers more and more coin the image of brands and labels and increasingly influence the purchase decision. In the end, the consumer is the ultimate customer of the brands and fashion retailers. Whether the end consumer buys stationary or online does not count in the end. The new BREADANDBUTTER wants to address all market participants – ultimately, everyone will profit from our new direction.”



This idea was already heralded with the “CONNECT” campaign in Summer 2013. Marketing director Joey W. Elgersma introduced the three phases of the new digital orientation:

Phase 1 was already realized in November 2013: the end consumer-oriented Online Magazine BBBMAG was successfully launched, digitally connecting BREADANDBUTTER with the market.

In Summer 2014, brand and retailer profiles will be included online and become an inherent part of our future business.

In phase 3, in Summer 2015, it will be possible to connect all profiles. Brands, retailers, press and consumers will be united on one platform. Our aim is to #bbbconnect 365 days a year.

The concept is realized together with the digital studio Parasol Island.


The new BREADANDBUTTER concept thus includes altogether five fair days, from Tuesday up to and including Saturday.

The first day will be reserved for press, top bloggers and invited V.I.P. guests (such as important retailers and international partners of the brands). The V.I.P. guests will mainly be invited by the exhibiting brands themselves. Thereby, the first day of the tradeshow will strongly become the focus of attention of all those involved.

The second and third day will very clearly remain a proffesional trade show. The BREADANDBUTTER Active Guest Management will continue to act very strictly, as usual. During these days, solely the professional trade audience is admitted.

On the fourth and fifth day, BREADANDBUTTER will also be open to the interested, broader audience. This is new, meaning there will finally be two end consumer days.

With this addition, at last the exhibiting brands have the possibility to promote and advertise their brand or label to the consumer.


Location: Berlin, disused airport Berlin-Tempelhof
Roofed Area = 72.000 sqm
Open Space = 320.000 sqm
Subway station “Platz der Luftbrücke”, U6
S-Bahn station “Tempelhof”, S41, S42, S45, S46
Date: 08. – 12. July 2014
Tickets: Continue to be free of charge for registered trade visitors and press
500,– € for industry related service providers during the Professional Days
The Day Ticket for the interested end consumer costs 25,– €




Karl-Heinz Müller very clearly commented on arising doubts: “The different groups of interest will continue to be invited in a focused and selective way. No buyer has to worry that end consumers will be present during his business talk with a brand’s representative. During the Professional Days, end consumers will not be admitted to the fair. We can guarantee this, since BREADANDBUTTER is equipped with an experienced, active Guest Management.

Of course the brands will no longer tag their collections with the purchase prices, since these should naturally not be accessible for the end consumer. BREADANDBUTTER will also not become a sales event for fashion enthusiastic end consumers. We will not compete with the retail in any way.

The aim of the Public Days is that the brands promote and advertise their products to the end consumer. It is entirely up to the brands, which collections they show during the Public Days. Some will limit their presentation to the current Autumn/Winter 2014 collection, others will surely allow the interested fashionista to already get a preview of the new Spring/Summer 2015 collection.
And yet others will focus on special products, core themes or specialties. In any way, everyone will make an effort, since motivation is of course huge. At the end of the day, the retail will profit. Of this I am convinced.

Apart from that, a trade fair with following end consumer days really is no news. The IAA in Frankfurt, the Baselworld (watch fair), the International Book Fair in Frankfurt and the IFA (International Consumer Electronics Show) in Berlin have been very successful with this concept for decades.”

Finally, Karl-Heinz Müller presented the new campaign for Summer 2014:

… means entertainment to the highest standards, festival-sphere and fashion highlights for everyone! We all are BREADANDBUTTER, thus the participating brands and labels, the agencies, the retailers and buyers, the whole press, whether it is trade oriented or mainly committed to the consumer, the bloggers, the textile producers or the industry related service providers and, and this is new, the end consumer interested in fashion and lifestyle.

The new subline is:


In a hub, everything comes together, and you get everywhere from a hub. BREADANDBUTTER is the biggest and most important tradeshow for Street- and Urbanwear worldwide. In the future, BREADANDBUTTER will also be open to other products from the lifestyle sector, such as music & art, electronics & phones, cars & bicycles, living & design, food & drinks, etc.

There will be workshops, seminars and presentations, e.g. on the “fair trade” and sustainability topic, but also on other relevant and current topics that the professional as well as the consumer finds interesting and inspirational.

Fashion shows, presentations by brands in particular, concerts, parties, awards and Red Carpet Events will be the fringe events. The BREADANDBUTTER will end with a big Closing Party on Saturday evening.

BREADANDBUTTER commits to Berlin as event location. No other city offers what Berlin can offer. The German capital’s force of attraction in the areas of nightlife and lifestyle remains unbroken. Berlin is the place to be, Berlin is great.

Apart from that, we will advocate the shops to open on Sunday, so that our fashion hungry visitors can also spend their money in Berlin.

The new BREADANDBUTTER will be the most important lifestyle event of this generation.

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