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Final report Greenshowroom & Ethical Fashion Show Berlin July 2017: New location captures the imagination: green trade fair duo continues success story with more space in the Funkhaus

7 Jul 2017

Greenshowroom and the Ethical Fashion Show Berlin convince with fantastic atmosphere

Purchasers take advantage of large fashion offer and varied opportunities for inspiration

In its new location, the success story of the trade fair duo Greenshowroom and the Ethical Fashion Show Berlin continues: after three trade fair days, the summer editions of the two fashion trade fairs ended today. A total of 180 international labels* presented an inspiring portfolio and attracted high-quality buyers from conventional fashion houses and concept stores to the Funkhaus Berlin. 'Our exhibitors and visitors seemed to be very taken with the new location. We were able to visibly expand the exhibition space and offer fashion purchasers an inspiring environment. In doing so, we have been successful in increasing the time that purchasers spend at the trade fair by a considerable margin. We're taking a positive message home from our appearance at the Funkhaus', summarises Olaf Schmidt, Vice President Textiles & Textile Technologies at Messe Frankfurt. With this, the trade fair duo has once again earned its place both as the central platform for eco fashion during Berlin Fashion Week and as a unique hotspot within Europe for contemporary fashion.

With its Shedhalle, which is flooded with natural light, and the inviting outside grounds directly by the Spree, the Funkhaus Berlin created an impressive atmosphere in the midst of one of the most progressive districts of the city – even if the location was previously unknown to many visitors. The offer of a shuttle service was very well used and will be expanded by Messe Frankfurt in future.

On a level and considerably bigger surface area, the two trade fairs showcased a broad range of fashion. In addition to the attractive location, the trade fair duo won praise for its extensive programme and numerous promotions that were offered in cooperation with experienced partners. A particular focus of the three-day programme was on issues faced by retailers. The highly frequented retail showcase "JETZT!" functioned as a valuable source of inspiration with its shop-in-shop presentation. With the showcase, the organiser presented a concept space that gave retailers a vision of how they can integrate sustainable fashion and lifestyle brands into their product ranges. 'For us, eco fashion is an issue that needs to be taken very seriously. We've seen lots of exciting labels here, made good contacts and received valuable comments', says Sandra Hartmann, Purchasing Manager at Breuninger.

Trade fairs convince with largest product portfolio
42 international pioneers in contemporary fashion presented high-quality looks for next summer at Greenshowroom. 'We exhibited at Greenshowroom for the first time and we were inspired! It exceeded our expectations: the location is great and the frequency was amazing from the first day onwards. From high-quality journalists and conventional retailers to concept store purchasers, the mix of visitors was excellent and we got a great reception from all sides', says Sebastian Thies, Managing Director of Nat-2. The winners of the mentoring programme set up by the Fashion Council Germany, Benu Berlin and Philomena Zanetti, also celebrated a successful trade fair début.
The Ethical Fashion Show Berlin also placed an impressive spotlight on the great potential of eco fashion. With 138 labels, the trade fair sparkled with the biggest product portfolio of trendy street and casual wear in its history. 'The trade fair went very well for us. We had important press representatives and purchasers at the stand, including an increasing number of conventional retailers who are interested in this theme', says Dietrich Weigel, owner of Goodsociety.

Fashion shows inspire with atmospheric ambience

The fashion shows on the second day of the trade fair enjoyed all-round success. The catwalk events were received very well, not least due to the new location which gave the shows an atmospheric backdrop. 'For us, the Salonshow was a highlight: perfect organisation and wonderful staging. The Funkhaus is an amazing location – the hall gives everything a completely new atmosphere', says Janne Koppenborg, Assistant to the Management of C. Pauli. At the "Salonshow", highlights from the following labels could be seen: Biaggi Atelier, C.Pauli, Inti Ferreira, Jungle Folk, Lanius, Laurie Procès – LVMH CSR Young Talent Award, Miss Janna, Natascha von Hirschhausen x Living Blue, Somyso and Things I Miss. The subsequent catwalk show "Ethical Fashion on Stage" also won visitors over. The following labels gave an insight into the upcoming street and casual trends: Anukoo Fair Fashion, Anzüglich, Eco Bambou, Greenbomb, Indigo People, Less too late, Miss Green, Naturaline, Organication and Shirts for Life. Wunderwerk also added to the catwalk presentation with a show special.

The next edition of the trade fair takes place from 16-18 January 2018.

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Background information on Messe Frankfurt
Messe Frankfurt is the world's leading trade fair, congress and event organiser with its own exhibition site. More than 2,300 employees in 30 locations achieve an annual turnover of almost 647 million euros. Thanks to far-reaching networks with industry and an international sales network, the corporate group is able to efficiently support the business interests of its customers. A comprehensive service offer, both on site and online, guarantees customers across the world the same high quality and flexibility in the planning, organisation and realisation of their event. The variety of services it offers range from site rental, trade fair construction and marketing services to personal services and gastronomy.
The headquarters of the company are located in Frankfurt am Main. Its shareholders are the City of Frankfurt with 60 per cent and the State of Hesse with 40 per cent.
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*for comparison: 179 labels in January 2017