The Brandery wants to take over the South of EuropeTuesday, 22 December 2009
FashionUnited: Theres still a while to go until the second edition of The Brandery which will take place on January 27-29. Whats the latest innovation?
Peter Camprubi: The great news is that we exist. We were brave enough to launch a new space last July when we had to act quickly after a bad news which was the end of the Bread&Butter (B&B) of Barcelona.
FU: Comparisons would be unavoidable.
PC: Yes, however, it didnt make sense, what was about to come could not be better or bigger. Although, we did it at the worst moment possible time due to the current economy. What we had which was imminently clear was that there really was a market opportunity. In the last edition of the B&B in Barcelona there were 95 Spanish brands, in Berlin there were only 21. Which means that there are 70 Spanish brands which played in the Champions League with the B&B in Barcelona, and now are not in Berlin and are also not going to be in Florence, Milan, Paris or Madrid. Furthermore, the B&B has emphasised a lot of important brands and Northern European fashion. There is a type of brand, a type of product and a type of client which is a concept more Southern European, and there we are.
FU: Whats different about The Brandery?
PC: We might adapt to what the market wants. If theres something we learned from other shows its that people like these brands to be where their brand plays and matches other cultural values. Thats why we made an important effort as far as ambience, decoration, music, activities and renovation type. Which also makes us different.
FU: What are the target markets?
PC: We intend to play in the European side. Well be a very national show, and soon we should have Italian and French brands, as well as Portuguese and UK brands, which are not in other sites. We have to gain territory in a radial manner.
In the world of shows theres clearly a market for the North where the leader is always German, if its regarding food in Colonia, and if its machinery in Dusseldorf. And then theres Southern Europe which is almost always Barcelona, such as construction, food, hotel business, etc. Therefore, it makes a lot of sense to have a fashion show in Germany, and in Southern Europe, in Barcelona.
FU: Will union be produced with 080?
PC: The 080 is a designer environment and The Brandery is a brand environment which aims at improving retail and national distribution. From a space point of view, both events will take place in the Fira de Barcelona. Each one retaining its personality; however, the novelty is that the designer stands part, that is 080 showroom, will be inside The Brandery.
FU: How many brands will participate?
PC: The first edition has 115 brands. The majority, 85 per cent, will repeat. However, we will grow with many other brands. I believe we are going to reach 150 or 160, which means a 30 to 40 per cent increment, and of these brands half will be new. This means there's confidence in the project.
Photo: Pere Camprubí, The Brandery