Following the January 2019 restructuring of the tradeshow concept into an event and infotainment format, for the July 2019 edition, Panorama Berlin is launching a new addition in the fashion and lifestyle segment. Visitors can discover latest trends in hall seven: from outfits for school leavers’ balls, prom nights, and weddings to communions/confirmations.
In its role as an important information and networking platform that is constantly developing, Panorama Berlin is all about recognising social trends and shifting the focus onto consumer-relevant themes that provide recognisable added value for the industry, according to a press release on the show.
Around 300,000 pupils pass their secondary school-leaving examinations every year in Germany. Trends coming over from the USA and UK, such as prom nights, are now also catching on more and more in Germany, where occasions are being celebrated on a larger scale. Occasionwear is the new smart-casual look for the young generation and is a growing market and a driver of sales. The estimated potential here is up to one million dresses and suits for school proms alone per year.
“Reason enough for us to give the subject of celebration the attention it deserves, which is why we are now bringing occasionwear into the mix for the first time. In a separate hall, which will surprise in its design, we will be showcasing the entire world of outfits for school leavers’ balls, prom nights, weddings, and other occasions and, in addition to the fashion itself, also incorporating complementary products like décor, jewellery, and accessories,” Jörg Wichmann, CEO of Panorama Berlin said.
“The occasionwear sector segment doesn’t currently have a relevant platform in Germany that properly covers outfits for weddings, like best men and bridesmaids, lingerie, and communions/confirmations etc. We want to offer this sector a new home and provide a central port of call for all relevant fashion and lifestyle themes in one location, therefore, making it more efficient for people to do business,” Wichmann added.
Complemented by additional brands and products with a focus on travel, gifts, accessories and jewellery, around 40 brands from the men’s, ladies’ and kid’s segments will be displayed.
To provide additional added value, there will also be a ‘Wedding Press Day’ on all three days of the fair, to which B2C magazines, trade journals, special interest press, wedding bloggers, and influencers will be exclusively invited. The event will provide a special service for the exhibitors that gives them the unique opportunity to present their latest occasionwear trends to the press.