The marketing space that Zalando has left by folding its consumer event Bread & Butter has found a replacement: US online giant Amazon jumps in and has just announced to host a B2C fashion festival in Berlin later this month.

Called “Destination Denim” Amazon puts a clear focus on jeans and jeanswear to “celebrate the new denim shopping experience on Amazon to allow all Amazon customers to find the perfect pair of jeans,” John Boumphrey, vice president Amazon Fashion, explains. Last but not least, with the event Amazon underlines once more its ambition to be an important fashion platform.

Amazon will promote its denim offer at Destination Denim.
Photo: Amazon
Amazon will promote its denim offer at Destination Denim.
“Destination Denim is our first experience-related online and offline event for consumers in Germany” meant to “connect fashion, technology, music and culture”, the company says.
The offline part of the festival kicks off with a party on 24 October and runs until 27 October, all located at Kühlhaus Berlin.
Here, visitors can expect interactive experiences, live gigs of artists such as Rita Ora, Anne-Marie und Jorja Smith, a digital catwalk, styling advice with the help of Alexa, as well as customization workshops and panel talks with fashion influencers such as Veronika Heilbrunner and Farina Opuku.
The 'Destination Denim' offline event is extended to the online world on Amazon's wesbite.
Photo: Amazon
The 'Destination Denim' offline event is extended to the online world on Amazon's wesbite.
As for the shopping part, Amazon will present its denim selection of brands such as Levi's, Wrangler, G-Star, Replay, 7 For All Mankind as well as exclusive styles by Tommy Jeans and Amazon's own labels Find. and Amazon Essentials that can be purchased on-site: by scanning a code the item directly moves into the online Amazon shopping basket.

Admission will be for free, tickets are not needed and visitors can just enter the location. On amazon.de/destinationdenim they can find updates on the current program and register for the workshops and live concerts on a 'first come first serve basis'.

The offline event is extended to the online world on Amazon's website to its European customers with more special interactive features, exclusive offers and products, playlists, tutorials and denim edits by influencers such as @eleonoracarisi, @belenhostalet and @sabinasocol.



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