During a live interview as part of Neonyt’s ‘Neonyt on Air’ social media sessions this week, Premium Group’s Anita Tillmann and Messe Frankfurt’s Olaf Schmidt today gave some additional insights on the Frankfurt Fashion Week project scheduled for summer 2021.
Here are some key quotes...



...On the reactions to move to Frankfurt

Anita Tillmann, managing partner, Premium Group:
"The announcement that the trade shows will move to Frankfurt next year was a much bigger surprise for everyone out there than we thought. 95% of the reactions were super positive though. The reason is that it’s the right moment for transformation and change."



Olaf Schmidt, VP Textiles & Textile Technologies, Messe Frankfurt:
"It is something unexpected and completely new to have this event in Frankfurt. Our focus will be on our customers, and so far we also received really good feedback."



...On the (financial) support of the City of Frankfurt and the State of Hessen:

Olaf Schmidt:
"We are happy to have the City of Frankfurt and the State of Hessen on board as partners of Frankfurt Fashion Week. They will invest 10 million Euros during the next three years. The money will be used for the guest management, since we want to bring many buyers to Frankfurt, also international buyers of course. But we will also use the money for marketing since we want to promote the event as much as possible. Everyone should know about Frankfurt Fashion Week."

Olaf Schmidt, VP Textiles & Textile Technologies, Messe Frankfurt
Photo: Messe Frankfurt
Olaf Schmidt, VP Textiles & Textile Technologies, Messe Frankfurt
...On the USP of Frankfurt Fashion Week

Olaf Schmidt:
"Our USP is clearly the focus on sustainability and digitization. One way to imbed both will be a redesign of the Berlin conference formats, Fashiontech and Fashionsustain. We will create a modern, contemporary format that addresses to the fashion AND the textile industry because this industry is so very connected from the fabrics to the end product. We will bring the whole industry together, from suppliers to consumers, because we can all learn from each other."

 

...On the plans for Frankfurt Fashion Week

Anita Tillmann:
"We understand Frankfurt Fashion Week as an umbrella organization with four pillars: Trade shows, conferences, runway shows and events.
We address to both, B2B and B2C. Regarding the latter, I cannot unveil too much, but for example we want to create different talent programs, where B2C input becomes relevant for buyers. They have to get to know what their communities want, and we will support that."

Anita Tillmann, managing partner, Premium Group
Photo: Boris Kralj
Anita Tillmann, managing partner, Premium Group
...On the number of exhibitors

Anita Tillmann:
"With Premium, Seek and Neonyt altogether we expect about 2,000 brands and designers to exhibit in Frankfurt next year. Premium already hosted mens- and womenswear, for Seek, which so far has been about 90% menswear, we see much more potential for womenswear as well."

Olaf Schmidt:
"Neonyt presented more than 200 brands in Berlin, and our goal is to grow in Frankfurt and attract even more brands from the eco and sustainable sector."

 

...On the reason for choosing Frankfurt

Anita Tillmann:
"We always wanted to work together and also bring our formats together. That wasn’t possible anywhere else than in Frankfurt. One main reason is of course the trade show grounds of Messe Frankfurt, which are just perfect. As for the city everything is in walking distance, Frankfurt has a great infrastructure that just makes it a perfect place. And trust me: We will still unveil the unexpected, we will surprise everyone. It is time for a new narrative, and we will offer that."

Olaf Schmidt:
"Frankfurt has already proven with other events that it is the right place for future driven projects. And it is sexy."

 

...On the farewell edition in Berlin in January

Anita Tillmann:
"In January we will have a regular season, winter usually being stronger than summer, and we hope that we can host all events there, even though Corona will be still around. We had 18 wonderful years in Berlin, and in January we want to say ‘thank you’. At the same time we want to use the opportunity to introduce the new Frankfurt concept."

 

...On what surprised her most about Frankfurt

Anita Tillmann:
"What struck me so far is the strong creative community in Frankfurt: Other than in Berlin, people are not competitive, but rather bring in their power and together create a great event for their city."




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