“The cool kid of the Premium group,” as the organizers affectionately call the trade show Seek, fulfills many different purposes–and that is exactly what the market needs.
If there is a trade show with a perfect match up of name and concept–it is Seek: “We came here to search for new brands, for things we can add to our assortment in our online store as well as in our brick-and-mortar store,” said Juli Guni from Nuremberg-based concept store Glore. And she and her team found what they were looking for–for example the sneaker brand Genesis. Although this footwear brand works as sustainably as it can–it uses renewable materials such as natural rubber, recycled yarn, leaves form pineapple plants and elephant ear, shipment by train etc.–Genesis CEO Jens Huesken didn’t want to present his very first collection on a green fair: “We have chosen London’s Jacket Required and Berlin’s Seek for our premiere, because above all we are selling a stylish product. The fact that our collection is sustainable gives our clients additionally a good feeling.” Huesken seemed very satisfied with the response in these three days.
In general, the number of sustainable collections and products on this edition of Seek has increased; this clearly shows that sustainability and style don’t come from two different planets anymore and have grown together now. However, this fact doesn’t make the fair business fundamentally easier: People Tree for example shows its collection now on two fairs: “We want to support Neonyt, because we have started there,” Anna Birse, head of wholesale, said. She appreciates the atmosphere on Seek and wrote orders from the very first day on.
Also débuting on Seek was Cross Colours, kult streetwear label from the ’90s. “For us it is very appropriate being here, especially next to other streetwear labels such as Pelle Pelle and Homeboy,” sales rep Roland Krell said.
Ellesse joined Seek for another reason: “It is a great playground for gaining experience what the trend orientated market is all about,” said Mario Taut. “Trade shows in general are insanely important, because you have to stay visible,” he added. Visibility is what many other exhibitors mentioned as well, “especially in these high speed and social media times.” Palladium’s Melanie Bruss thinks: “If you are a brand that has still to work on its brand communication trade shows still are essential. Seek is an excellent platform for image building, especially for heritage brands like ours.”
Florian Königbauer, Unfair Athletics, added: “We don’t need a fair to make sales. We need it to meet smaller independent stores and these are visiting this fair.” Richard Walshe from Fred Perry sees it likewise: “I am not sure whether a fair in this form with rods of clothes is future-proof, but here on Seek we have an appealing mixture of brands and for me it is very efficient to meet colleagues and clients here.”
Especially visitors from outside Berlin and abroad came to Berlin’s Arena to see about 250 labels and inform themselves about progressive, contemporary, streetwear-inspired mens-, womens- and sportswear, shoes, accessories and lifestyle products.