Bread & Butter Sets the Stage for a Big Week

LONDON — A number of prominent footwear brands, including Lacoste and Calvin Klein, are seeking to make a splash in Berlin next week during the city’s fashion week and Bread & Butter show.

On July 7, Calvin Klein will stage its first multibrand presentation in Germany at Die Muenze, the former premises of the German mint.

“Germany is an important market for us, and Berlin is a very modern and young city, so it’s important for us to speak to that crowd,” said Ulrich Grimm, Calvin Klein’s creative director of shoes and accessories.

Lacoste, meanwhile, will launch its Legends footwear collection at Bread & Butter.

“Legends is an exciting shoe design project from our Strategic Trend line that brings together incredible talent from the worlds of music, design, retail and media,” said Lacoste international marketing director Simon Jobson.

“Although Bread & Butter is a European show, its outlook and reach is global and the increased interest in the exhibition from around the world is testament to this,” he added.

The spring ’11 edition of Bread & Butter, titled “Premier League,” pays homage to the World Cup and will turn its Tempelhof airport venue into a stadium for the occasion.

“Our visitors — from many countries, including Spain, Germany, the U.K. and Holland — are very enthusiastic and emotional about the game,” said show organizer Karl-Heinz Müller. “We wanted our guests to have a chance to watch the semi-finals, so on Tuesday and Wednesday night, we have the stadium and space for 8,000 visitors,” he said.

Also new to the show is Kids’ Camp, a children’s-specific area featuring brands including Kickers, Kangaroos and Naturino.

“Bread & Butter is one of the most important fashion fairs in Europe, with a lot of visitors — mostly from the clothing area — coming from many European countries, including Germany, Holland, France, Italy, Spain and the U.K.,” said Naturino marketing executive Ombretta Scocco.

The L.O.C.K. area (short for Labels of Common Kin) showcases products with heritage and continues to be one of the highlights of the trade event.

“Our first Bread & Butter was in January, and we were extremely pleased with all aspects of the show,” said Christina Vernon, Wolverine International market development manager, who added that the brand is targeting European independent stores.

“This space is perfect for an authentic brand such as Wolverine that has more than 125 years of shoemaking experience. [Last time], we saw great retailers from around Europe who were genuinely interested in our brand,” she said.

Being in a ready-to-wear environment is a big draw for many footwear players.

“We are mainly showing at Bread & Butter for the first time because many of our customers are menswear independents and they don’t visit the shoe shows,” said Grenson CEO Tim Little.

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