The Brandery in Barcelona
The Brandery in Barcelona

28 Jan. 2011


Under the motto "Chances for Changes", the forth edition of The Brandery took place in Barcelona from January 26-28. With exhibitions, catwalk shows, competitions and symposiums, the trade show of urban and contemporary fashion, organized by the Fira de Barcelona, keeps the fashion flair in Barcelona, after Bread & butter left the Spanish city in January of 2009. Growing constantly since its premiere in July of 2009, this January, 147 brands presented themselves in hall 8 of the Montjuïc Exhibition Centre including North Sails, New Zealand, American Vintage, Ganesh, Lyle & Scott and Cottonfield. On Thursday, Custo Barcelona launched its second line "Custoline" internationally with a huge fashion show in the middle of the hall. And as another highlight, Phard presented its first collection for men.

Pere Camprubí, Fira de Barcelona
Pere Camprubí, Fira de Barcelona's Expansion Director
“We are the youngest exhibition in Europe. After two years of learning, we feel that we begin to get some positive results,” Pere Camprubí, Fira de Barcelona's Expansion Director, tells Sportswear International, and continues:

"For us it’s not about the quantity of our visitors, but about the quality. The most important thing is to make exhibitors happy. They need to do business - not only communication. The Brandery is a commercial platform and even if people are not highly optimistic yet, we feel that, in comparison to The Brandery in June of 2010when the crisis was still a big thing, the mood has become much more positive."

Colorful watches by ODM
Colorful watches by ODM
Next to a very young and fashionable audience, major buyers of El Corte Inglés held "Speed Dating" meetings with several brands or chains as La Rinascente and Galeries Lafayette. Sushi, burger- and tapas bars built the ground for, mainly Spanish, communication. Even if foreign brands have maintained their support for the show and represented 49% of the total companies, The Brandery focuses on a local Spanish audience for now. “There has to be a balance between national and international brands. Spain is a very important market, as well as Italy or France, and we want to push the unique Southern Europe style,” says Camprubí.

Custoline Fashion Show @ The Brandery
Custoline Fashion Show @ The Brandery
Next to sports-, outdoor- and denim brands, many very colorful accessory and jewellery collections have been presented on pretentious designed booths with small mirrors, patterned wallpapers or small dolls. Big trends were futuristic watches in bright or neon colors. Other collections represented the natural spirit like Faguo who saves a tree with every sold pair of shoes, or Re-Bag who recycle shopping bags.Several city events like the window dressing competition "Windows on the Move" that involved more than 100 fashion stores between Passeig de Gràcia and the Borne district or the exhibition "Shoot´n the City" of 50 fashion photos brought the fashion spirit from the fairground into the city center.For the next edition this coming July, Camprubí and his team are in a positive mood: “We will enlarge our unique program of fashion shows and side events. Be surprised...”
Lena Elster

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