German fashion exhibition giant PREMIUM GROUP – organisers of the PREMIUM and SEEK trade shows – has now revealed that its “one-stop shop” digital trade show, in partnership with business-to-business marketplace JOOR, will start on 14 July and run to October 2020 for the SS21 buying season.
The digital platform was revealed back in April, but now the start date has been set after the trade shows, which were scheduled to take place in Berlin on 31 June – 2 July, 2020, were cancelled due to the coronavirus crisis.
As widely reported yesterday, despite Germany’s generally low R rate of 0.89 – classed as a “green light”, Berlin’s COVID-19 R rate is substantially higher at 1.95 – putting the capital into the “red” category. Berlin’s health senator, Dilek Kalayci, said it was a “turnaround,” just days after he expressed his “horror” at thousands partying in the sun over the weekend.
The online trade show, called PREMIUM+SEEK Passport, will be condensed into a “one-stop shop for users,” with one website and application to search for and find suppliers – and one place to upload and access data and content.
The seasonal brand look-books curated for the show will be available to be uploaded to individual profiles, and key looks can be presented in virtual showrooms.
As reported in April, the federal and state government in Germany decided to cancel any large-scale events with over 1,000 visitors until 31 August 2020.
At the time, in a statement, Anita Tillmann, managing partner of the PREMIUM GROUP, said: “We greatly regret the decision, of course, especially after the success of our January events. It hurts us to do it, but we are also conscious of our responsibility. If cancelling our trade shows, conferences and parties contributes to the safety of our customers and visitors, then we have to take this step. The bottom line is that digitalisation is clearly the focus.”
Speaking on the importance of physical shows, she added: “Our trade show formats have been about more than just ordering for a long time now. They are about encounters, emotion, inspiration, communication and, finally, the fashion community getting together. Although lots can take place digitally nowadays, it doesn’t replace physically meeting up in person. We have seen this more than ever in the present situation.
“We are going to work on new concepts for 2021, and we will liaise with the key stakeholders in Berlin – and with all others too – to ensure we hit the ground running again.”