For its upcoming edition in July 2013, Bread & Butter Berlin has announced a new admission policy. Trade show visitors who are not buyers, store owners, press representatives or direct business partners of the exhibiting fashion brands will from now on be charged 500,00 Euro (net) for a 3-days admission ticket per person.

In detail, this new regulation is valid for producers and manufacturers from the textile pre-stage such as weaving mills, trimmings manufacturers, laundries, dyeing and finishing factories and their respective agents and employees. Furthermore it applies for PR and marketing agencies (as long as they are not working for one of the exhibitors), model agencies, IT suppliers, shop fitters and technical suppliers as well as fair organizers from all sectors, real estate agents and the like.

Free entrance will still be granted to retailers and buyers, employees/freelancers/agents or PR-agencies working directly for the exhibitors, the exhibitors’ franchisees and distributors, press members, national and international textile unions, embassies and their trade attachés and prospective exhibitors.

Bread & Butter also highlighted that owners and employees of vertical fashion businesses such as H&M, the Inditex brands, Primark, Uniqlo, Esprit, New Yorker etc. will not be allowed admission at all. The same goes for fashion enthusiastic consumers.

The fair organziers justified their new price policy by the show’s international importance and its high visitor numbers which have made it a trade and communication platform not only for the whole fashion industry, but also for service providers from adjacent sectors. Every exhibitor, brand and small label would naturally focus on mainly exciting buyers, retailers and the reporting press for their collections. Eventually, exhibiting at Bread & Butter was all about selling a collection and initiating respective PR and communication measures, it was said in the press release.

Trade show founder Karl-Heinz Müller had already pronounced his plans to prospectively charge non-retail fair attendants before the last edition of Bread & Butter in January (read the respective coverage here), but no concrete numbers or conditions had been mentioned then.