PREMIUM’s upcoming edition with implemented changesPREMIUM’s upcoming edition with implemented changes

PREMIUM’s upcoming edition with implemented changes

From the 15th till 17th of January PREMIUM will return with implemented changes and strong focus on the following: Each PREMIUM brand will define its key looks and key stories in order to attract buyers, to inspire them and initiate a mutual dialogue.

In order to create the ideal conditions for this communicative approach as operators, PREMIUM will implement cross-segments and establish new brand realms based upon core criteria such as pricing, image and market relevance. Consequently, the floor plan will be restructured. There will be a specific PREMIUM Sophisticated Contemporary hall for brands in the upper price range. All other halls will be adjusted according to stylistic genre for PREMIUM Contemporary brands. This way PREMIUM is aiming to actively steer buyers and brands in their respectively relevant directions again, providing orientation and guidance.

The PREMIUM business shows further on emphasize Commerce, Content & Community as pivotal topics with a cross-segment mix of contemporary fashion and lifestyle brands.

With the acquisition of a minority stake in Liberty Fairs Fashion Group, the aim is to further boost existing events, create competitive market segments and develop new formats in Europe and the US. As of February 2019 the Liberty Fairs event will take place in downtown Las Vegas, which is where the first PREMIUM GROUP show will take place. As for New York City the team is working on a new concept for the womenswear segment.

The implemented concept strategy starting in January as well the internationalization in cooperation with the Liberty Fairs Fashion Group underlines the forward-thinking development process and the continuous innovation activities of the PREMIUM GROUP.

As of January, the hall plans will be redefined and the segments mixed. New brand realms will be created and arranged in a fresh way within the eight halls at STATION-Berlin based upon pricing, image, positioning and distribution strategy.

The focus will be on the key look of each collection. Each brand has to present its key style, a key item or story on its booth accordingly. The aim is to capture and retain attention, to inspire and actively initiate a dialogue. It is critical and absolutely essential to include an appropriate presentation on what the brand stands for, the story it wants to tell and what makes it unique. Booths should look inviting and appealing in order to promote a dialogue at the stand itself and to encourage visitors to stay for a longer period of time. Conversations should take place where the brand stories are told and where trends are displayed.