The third edition of JAM, which ran July 13-14, debuted at its new location at Rheinparkhallen in Cologne, owned by Kölnmesse GmbH. All in all 287 brands showed their collections and trends for summer 2009 and about 7,200 people visited the fair compared to 2,800 people visiting the fair last January. JAM is primarily a national event, but buyers and retailers from all over Europe also attended the fair as organizers had anticipated.

Günther Sommer, marketing and sales manager of JAM, said he was satisfied with the results concerning numbers of visitors and exhibitors: “People long for a efficient working platform in Germany. Of course we can increase some things, but in general we had great feedback.”

After two editions the denim fair Jam left Munich for Cologne. As a result, organizers were able to provide more than 20,000 sq. meters for exhibitors. Organizer Sebastian Klinder explained, “We didn’t expect JAM to develop on such a positive and fast level that we have to move to a bigger location.”

Although JAM moved to another location the concept remains the same so far as branding and exhibiting costs, though stands this time will be larger. For future editions organizers plan to initiate seminars and forums covering topics such as color trends, new materials and silhouettes.

The winter edition of JAM is scheduled to run Jan. 30-Feb. 1, 2009.