From a plus-size brands’ hall to one dedicated exclusively to men’s fashion and products, Panorama is certainly moving towards a crystal-clear segmentation to make it easier for visitors that just want to look around at the relevant areas for their businesses while on show. The kickoff on Tuesday brought big queues and a high footfall that decreased progressively on the two following days.
On its second edition, the Nova concept (hall 9) continued to catch the interest of visitors with its mix of fashion, accessories, shoes, home products and other tech gadgets. “We’re a bit separated from the menswear hall, but apart from that I like it here,” said Sven Adam, commercial director for German-speaking countries at Perry Ellis Europe –holding company of Nova newcomer Original Penguin. Ben Sherman and Bench also joined the Nova brand line-up. “We want to position us more commercially and to reach the German customers. For this, Panorama is more appropriate,” told us Christian Trimborn of the German subsidiary of Ben Sherman, who exhibited at Seek last season. Missing participants from the last January edition were Franklin & Marshall, Denham and Eleven Paris. The high amount of accessory brands at the expense of clothing labels together with an atypical clothing brand mix suggested that the concept –born with the aim of imitating the business principle of international concept stores– might need to be shaped out for seasons to come.
The split-up between accessories and footwear of this season –both product categories were mixed within the same hall last January– was embraced with satisfaction according to various brand representatives like Pedro Caria of Exceed: “Being in a footwear-only environment brings us people interested in the product that we make”.
The three main fair areas –Style Hub, Ma(i)N and Urban Lab– concentrated the highest rate of names from the casualwear and denim segments like PME Legend, Timezone, Blend, Modström, Cross Jeans and Camel Active, among many others.
Women’s key items: off-shoulder tops, satin jackets, the classic trench, stripes and flower prints on tops and bottoms.
Men’s key items: Hawaiian- and flower shirts and shorts; nylon jackets à la Stone Island; Mandarin collar shirts; low-crotched and cropped pants.
Key details: ironed zips; drawstring waistbands on denim and suit pants.
Key denim trends: embroideries; frayed edges; printed hems and paint splatters.
The discussion topic among exhibitors: Do we need a third trade show day or are two enough?
For more information on trade shows check out DFV Group’s expocheck.com.