BERLIN — Zalando has decided to play it “bold” for the second edition of the now consumer-oriented trend show Bread & Butter.
On Thursday, the Berlin-based e-tail giant said that the next Bread & Butter would be held Sept. 1 to 3 in the Arena Berlin, home of last fall’s Bread & Butter by Zalando debut. The initially confirmed brand partners for the see-now-buy-now B-to-C event include Adidas, Alpha Industries, Converse, Lee, Reebok and Vans.
Under the motto “Bold,” the show’s “aim is to celebrate the various facets that the fashion world has to offer and use technology and live communication channels to establish this platform across all fashionistas in Europe,” said Carsten Hendrich, vice president of brand marketing at Zalando.
He noted that Bread & Butter’s first outing “connected more than 20,000 people at the event with the fashion and music they love, and amplified the content through digital channels beyond Berlin into 15 countries.”
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The event furthermore generated 800 million media impressions and 65 percent organic reach via social media channels, according to a company spokesperson.
In Zalando’s words, ‘”Bold” aims to celebrate “courage, character and individuality. ‘Bold’ rejects the idea of fashion telling people what to wear or how to wear it. It is about giving people the strength to go their own way, do their own thing and be who they want to be.”
Further details concerning ticket prices, brand partners and the program will be revealed in the next couple of months, Zalando said.