Bottom Line of PREMIUM GROUP: Numbers and Facts
Featuring around 1,800 brands, 81% of which come from outside Germany, as well as a large number of new brands that constitute up to 30% of the portfolios, the PREMIUM GROUP offered a visionary snapshot of the international fashion market at each of its platforms – PREMIUM, SHOW&ORDER AT KRAFTWERK BERLIN, SEEK, BRIGHT and #FASHIONTECH – spread over a total of 51,000 square metres. With their redefined trend topics and innovative concepts the PREMIUM GROUP shows have positioned themselves as Points of Experience. The focus lies on creating platforms that, by staging relevant content and presenting innovative concepts, will spark inspiration and stimulus and promote reciprocal exchange and transfer of knowledge.
The conceptualisation of SHOW&ORDER AT KRAFTWERK BERLIN as an experiential concept store with the 15LOOKS Trend Show and the Versace exhibition, the many community events at SEEK and BRIGHT, as well as the food trends staged at all the shows, offer the industry immense potential for idea generation. For its 2,000 guests, the exhibitor party at Katerblau, formerly the legendary Bar25, was one of the many event highlights that the PREMIUM GROUP put on for its clients.
The organisation and customer journey for all the shows, thanks to services such as the extensive shuttle network and the joint ticketing service, which made it easy for clients to visit all the shows, came in for particular praise from those in the industry. The PREMIUM GROUP Katalog and the new look and feel PREMIUM GROUP Magazine were also very well received. The PREMIUM GROUP app, which achieves 500,000 page impressions and almost 15,000 users, represents one of the main sources of information for visitors to PREMIUM GROUP events. It offers information on all brands and events, as well as GPRS navigation. Thanks to the PREMIUM GROUP’s digitalised lead management it is possible to analyse the data and affirm that some exhibitors managed to achieve a footfall of up to 3,000 visitors at their stands.
BUSINESS & NETWORKING & TRENDS
The visit by Federal Minister Brigitte Zypries who, after the reception at the Fashion Council Germany stand in Hall 4 of PREMIUM, took a tour of the trade show in order to visit national and international fashion companies, underlined the economic and political relevance of PREMIUM and the fashion industry per se in Germany. Some exhibitors achieved an immense visitor footfall through the digitalised lead management, managing to record up to 3,000 visitors to their stands. The varied food offering was magnificent, ranging from burgers and BBQ to Italian tapas and fresh pasta, Cuban, Mexican and Korean cuisine to hemp pizzas, waffles and vegan specialities. The integration of networking lounges in partnership with mintroom.de enabled visitors to relax and chat between appointments. The presence of a wide spectrum of TV and radio broadcasters, as well as representatives from the print and online media and a crowd of social influencers ensured that PREMIUM was featured far and wide, both nationally and internationally, including all the latest trend topics that already define PREMIUM.