The Brandery
The Brandery

31 May. 2012


Barcelona's urban and contemporary fashion show The Brandery is coming back this summer accompanied by its entire family of The Branders, authentic creators, promoters and stars of Barcelona's urban fashion show: brand representatives, buyers, creatives and entrepreneurs, cool hunters, musicians and bloggers, journalists and fans.
The seventh edition of The Brandery will be held from July 13-15 in hall 8 of the Montjuïc Exhibition Centre. After the success of the January show, The Brandery will again be divided into two areas: the Tradeshow, reserved for professionals, and the Brandtown, which will host brands, concerts, workshops, exhibitions and contests open to the public.
According to Miquel Serrano, director of the show, "The Brandery is not only a benchmark show, but a multi-disciplinary platform of trends attended by a large number of professionals, the "Branders", who share with us interest in business and fashion".
The professional side continues to be the essence of the show, which will organise a series of speed dating sessions that will be taking place between exhibitors and various buyers from leading national and international groups, such as El Corte Inglés, Buy Vip, Yoox Group and the Italian brand Fiorucci's Love Therapy line, among others. The speed dating sessions are very popular: at the last edition, the show organised 141 meetings and, according to estimates, the figure will be higher at the coming show.
"The Brandery Catwalk", which hosted 15 fashion shows organised by 26 brands, such as Custo Barcelona, Replay, Mini, Superdry, Slazenger, Veneno en la Piel, Laga and Ian Mosch, in January, will again attract the attention of the public and professionals, who will have the opportunity to see how exhibitors' collections come to life.
Music is a must in The Brandery's trends melting pot. Artists, such as the Indie-pop group La Casa Azul, the incombustible The Human League, pioneers in the use of synthesisers in the United Kingdom in the 80s, the rapper from Jerez, Mala Rodríguez, and the Catalans, Stand Up Against Heart Crime, with their range of sounds that goes from Joy Division to dark synth pop, will be the stars on the bill, which will also include performances by DJs, such as Amable, Gato, Shelby Grey, DJ2D2 AV Show and Miranda Makaroff.
Advanced Music (Sònar Festival) will be collaborating in the organisation of the concerts that, at the last edition, were attended by 6,000 people. The concerts will start at 20.30 on Friday and Saturday and at 18.00 on Sunday, on the Brandtown stage.
The Brandery is also coming onto the streets of Barcelona, with various initiatives, such as exhibitions, open-air workshops and the window dressing contest "Window On.I'm a Brander", in which around 100 Barcelona and Madrid shops are expected to participate. The show will also enjoy a strong presence of design schools with the "New Talent Contest" open to final-year students. The finalist collections will feature on the catwalk and the creator of the most innovative one will receive a work scholarship in the design lab of one of the participating firms. At the same time, different teams of students and teachers will create window displays in a Brandtown area, also drawing inspiration from "The Branders" family.
The economic crisis and the fall in domestic demand are pushing Spanish companies to find new business avenues abroad, making export a fundamental part of their strategy. In this context, the textile and clothing sector is no exception, as confirmed by the latest report from the *Centro de Información Textil y de la Confección*, CITYC, on the sector's evolution in 2011. The report reveals that, from 2007 to 2011, sector exports increased by 23%, as opposed to a 9% rise in imports.
These figures are especially significant if we take into account that the sector's turnover dropped 29% during the same period and the number of companies went from 14,062 in 2007 to 9,389 in 2011 (- 33%). Considering all data, at the end of 2011, the textile and clothing sector accounted for 3% of the industrial product, 6% of employment in industrial manufacturing and 5.9% of industrial exports in the country. "A sector in crisis", says Serrano, "but really committed to new business strategies. In this sense, The Brandery is a solid business platform, with different "tailor-made"
initiatives and spaces so that all participating companies can make the most of their presence according to their objectives".
Mona Schmadl

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