From the Sector

Stratasys Ltd. announced the launch of its Direct-to-Garment (D2G) solution for the J850 TechStyle™ printer, the newest offering in the Stratasys 3DFashion™ direct-to-textile printing technology. The first example of its application is an Urban Tattoo denim collection which will be revealed at the Texprocess exhibition in Frankfurt, Germany on April 23.

The D2G solution is ideal for customization and personalization by enabling the application of full color multi-material 3D print directly on fully assembled garments of various fabric types including denim, cotton, polyester, and linen. It allows fashion brands to facilitate personalized and bespoke designs for customers, including the ability to tailor 3D prints according to individual preferences, sizes, and styles.  

Available in two sizes, the D2G tray kits facilitate the personalization of garments ranging from jeans to jackets, enabling designers and manufacturers to adopt more sustainable practices by reducing material waste. The seamless workflow delivers ease of calibration and compatibility with various garment sizes, streamlining the production process and fostering the creation of unique, personalized apparel.

Demonstrating this innovation, the Urban Tattoo collection showcases the potential and the ease of direct-to-garment 3D printing. Working with noted designers Karim Rashid, Travis Fitch, Zlatko Yanakiev at Meshroom along with Foraeva Studio, this collection shows the transformation of ordinary garments into pieces of wearable art, imbuing them with personal identity and meaning.

Like body tattoos, Urban Tattoos promote a deeper emotional connection, encouraging the upcycling of existing garments and contributing to a more sustainable fashion ecosystem. This aligns with Stratasys’ strategy for Mindful Manufacturing™. Stratasys has been able to create a new collection that will appeal to multiple brands that reach across diverse socio-economic backgrounds.

The fashion industry, which has strategic importance for the Turkish economy with its value-added production, employment, and exports, came together with representatives of global brands and Laison offices at the 'Green transformation' summit. At the meeting hosted by the Istanbul Apparel Exporters' Association (IHKIB), the studies carried out in the process of adaptation to the Green Deal were put under the spotlight, and the expectations of the Turkish fashion industry from the stakeholders were also expressed.

The opening of the meeting, attended by representatives of relevant ministries and foreign representations, national and international fund providers, as well as brands and buying groups were brought together, was made by Türkiye Exporters Assembly (TIM) and IHKIB President Mustafa Gültepe. In his speech, Gültepe underlined Türkiye's importance in the global apparel industry, by realizing approximately 3.5 percent of world apparel exports. Gültepe continued as follows:

"As IHKIB, we aim to increase our current annual exports, which are around $20 billion, to $40 billion. The road to the goal goes through Europe and America because the European Union is our largest market in apparel. We export 60 percent of our total apparel exports to EU countries. When we add other European countries and the USA, the ratio approaches 75 percent. While working on alternatives for the $40 billion in exports, we need to focus more on the European and U.S. markets because, as the data shows, the path to $40 billion in apparel exports goes through Europe and the U.S. We already have long-standing collaborations with brands centered in Europe and America. With our knowledge, speed, production quality, design power, and geographical proximity to Europe, we distinguish ourselves from competitors. We took a very important step in the transformation process exactly one year ago. We shared our action plan, which is a road map for our fashion industry's compliance with the Green Deal, with the public on January 30, 2023."

After Mustafa Gültepe's opening speech, Euratex Director General Dirk Vantyghem, Deputy Director General of the Ministry of Trade Bahar Güçlü, and Deputy Secretary General of ITKIB Özlem Güneş made presentations regarding the ongoing efforts in the Green Deal process.

Dirk Vantyghem discussed the sustainability strategy of the textile and apparel industry and the expectations from the EU administration, while Bahar Güçlü provided information about the reflections of legal regulations related to the Green Deal on Türkiye.

Deputy Secretary General of ITKIB Özlem Güneş emphasized the significant opportunity that the Green Deal represents for the Turkish apparel industry, providing comprehensive insights into the efforts conducted by IHKIB regarding the Green Deal adaptation process.

• Currency-neutral revenues flat versus the prior-year level
• Top-line development reflects improved sell-out trends and conservative sell-in strategy
• Gross margin up 0.6pp to 50.9%; strong improvement compared to Q1 reflecting better sell-through and less discounting
• Operating profit of € 176 million includes extraordinary expenses of around € 160 million related to one-off costs, donations and accruals for future donations
• Inventory position improves substantially versus Q1 level to € 5.5 billion; now up only 1% year-over-year

In the second quarter of 2023, currency-neutral revenues were flat versus the prior-year level. The top-line development continued to be impacted by the company’s conservative sell-in approach in order to reduce high inventory levels, particularly in North America and Greater China. At the same time, adidas second quarter revenues benefited from the first sale of some of its Yeezy inventory. The initial product drop in June generated revenues of around € 400 million in Q2, which is largely in line with the Yeezy sales generated in the prior year’s quarter.

Footwear revenues grew 1% during the quarter, reflecting strong growth in football, basketball, tennis and US sports. Apparel sales declined 3% in the second quarter. As the apparel market continues to be particularly overstocked, the company continued its conservative sell-in strategy to improve sell-through and margins in the medium term. Accessories grew 8% during the quarter driven by growth in football.  

Lifestyle revenues were down during the quarter despite extraordinary demand for the company’s Samba, Gazelle and Campus franchises. While adidas slowly started to scale its offering for these product families during the second quarter, the total volume still only represents a small portion of the company’s overall business. Sales in the adidas Performance categories continued to show positive momentum. This reflects strong demand for new product introductions such as the latest iterations of its Predator, X and Copa football boots, as well as jerseys for both the FIFA Women’s World Cup 2023 and the company’s unique portfolio of football teams ahead of the start of the European club season. In addition, the Adizero product family in running continued to gain a lot of attention around marathon races across the world, translating into higher demand. At the same time, the brand’s Barricade tennis franchise grew strongly, leveraging the excitement around major tournaments.

In euro terms, the company’s revenues declined 5% to € 5.343 billion in the second quarter (2022: € 5.596 billion).

Stronger sell-out trends and conservative sell-in
As a result of the company’s initiatives to reduce high inventory levels, currency-neutral sales in wholesale declined 10% despite double-digit growth in Greater China and Latin America. At the same time, direct-to-consumer (DTC) revenues grew 16% versus the prior year. This development was driven by strong growth in both the company’s e-commerce business (+14%) as well as own retail stores (+19%), reflecting continued strong sell-out trends across most regions. The outperformance of the company’s DTC channel versus the wholesale business was also related to the first sale of the Yeezy inventory, which was done exclusively through adidas’ own e-commerce channel.

Double-digit growth in Greater China and Latin America
Currency-neutral sales in North America declined 16% during the quarter. The region is particularly affected by elevated inventory levels in the market and – in response to this – the company’s significantly reduced sell-in. Revenues in Greater China grew 16% in Q2, reflecting double-digit sell-out growth in both wholesale and own retail. Sales in EMEA were down slightly (-1%) despite double-digit DTC growth. While the company’s initiatives to reduce inventory levels and discounting weighed on the overall top-line development in the region, adidas recorded significantly improving full-price trends during the quarter. Revenues in Asia-Pacific increased 7% during the quarter, driven by strong double-digit growth in DTC. Latin America continued to increase at a double-digit rate (+30%), reflecting strong growth in both wholesale and DTC.

Gross margin improves to 50.9%
The company’s second quarter gross margin increased 0.6 percentage points to 50.9% (2022: 50.3%). This improvement was mainly driven by price increases the company has implemented as well as by an improved channel mix. At the same time, higher supply chain costs and unfavorable currency movements continued to strongly weigh on the gross margin development. While still adversely impacting the company’s gross margin in the quarter, discounting levels significantly improved compared to the first quarter of the year.  

Operating profit of € 176 million, resulting in an operating margin of 3.3%
Other operating expenses were up 3% to € 2.582 billion (2022: € 2.501 billion). As a percentage of sales, other operating expenses increased 3.6 percentage points to 48.3% (2022: 44.7%). Marketing and point-of-sale expenses decreased 7% to € 617 million (2022: € 663 million). As a percentage of sales, marketing and point-of-sale expenses slightly decreased by 0.3 percentage points to 11.5% (2022: 11.8%). Operating overhead expenses were up 7% to € 1.965 billion (2022: € 1.838 billion), reflecting higher logistics expenses. In addition, the company recorded one-off costs of around € 50 million related to the strategic review the company is currently conducting as well as donations and accruals for further donations in an amount of around € 110 million. As a percentage of sales, operating overhead expenses increased 3.9 percentage points to 36.8% (2022: 32.8%). The company’s operating profit amounted to € 176 million (2022: € 392 million) in the quarter. This amount includes the extraordinary expenses of in total around € 160 million reflecting the one-off costs related to the strategic review as well as the donations and accruals for further donations. The sale of the Yeezy product positively impacted adidas’ operating profit by an incremental amount of around € 150 million in Q2. The operating margin reached 3.3% in the quarter (2022: 7.0%).

Net income from continuing operations of € 96 million
After taxes, the company’s net income from continuing operations amounted to € 96 million (2022: € 360 million), while basic EPS from continuing operations decreased to € 0.48 (2022: € 1.88).

Outlook

adidas expects revenues to decline at a mid-single-digit rate
On July 24, adidas had adjusted its full year financial guidance to reflect the positive impact of the first sale of some of its Yeezy inventory and a slightly better-than-expected development of the adidas business in the first half of the year. At the same time, macroeconomic challenges and geopolitical tensions persist. Elevated recession risks in North America and Europe as well as uncertainty around the recovery in Greater China continue to exist. In addition, the company’s revenue development will continue to be impacted by the initiatives to significantly reduce high inventory levels. As a result, adidas now expects currency-neutral revenues to decline at a mid-single-digit rate in 2023 (previously: decline at a high-single-digit rate).

Underlying operating profit anticipated to be around the break-even level
The company’s underlying operating profit – excluding any one-offs related to Yeezy and the ongoing strategic review – is still anticipated to be around the break-even level. Including the positive impact from the first Yeezy drop of around € 150 million, the potential write-off of the remaining Yeezy inventory of now € 400 million (previously: € 500 million) and one-off costs related to the strategic review of up to € 200 million (unchanged), the company now expects to report an operating loss of € 450 million in 2023 (previously: loss of € 700 million).

On August 2, the company launched a second drop of Yeezy inventory. Throughout the month of August, adidas is making a range of existing products available through both its own e-commerce channel as well as the digital platforms of selected wholesale partners. If successful, this second drop would further improve the company’s results. However, as the results of this drop are yet unknown, it is not accounted for in the company’s current top- and bottom-line outlook for 2023.

OETI – a member of the internationally active TESTEX Group – has bought the German company ECS to expand its service portfolio in the field of personal protective equipment (PPE).

OETI has been offering testing services for textile work clothing since 1983 – for about 40 years. Since the introduction of CE labelling for personal protective equipment and the enactment of the PPE Directive by the European Union in 1993, OETI has not only been testing textile personal protective equipment, but now on also certifies it in conformity with EU standards. In 1995, OETI was certified in Brussels as a Notified Body (0534) for type-examinations and quality assurance monitoring of personal protective equipment end products. Testing and certification is carried out in accordance with the current PPE Regulation (EU) 2016/425.

Testing and Certification Body for Eye and Face Protection, based in Aalen, was founded 15 years ago and is a globally active institution for testing and certification of eye and face protection equipment. The company is one of the leading independent testing institutions for personal protection products in laser applications and for welding work.

ECS tests and evaluates occupational health and safety goggles with and without a filter action, passive and active switching protection filters and shields for welders, and laser protection filters, goggles, and shields. The company also tests the optical properties of sunglasses, sports glasses, ski goggles, swimming goggles and motorbike goggles.

With OETI’s takeover, the ECS location in Aalen is retained, and all employees will continue working at ECS. The new Managing Director of ECS GmbH as of 1 July 2023 is Dipl.-Ing. Rolf Diebolder.

‘We are present on the European market, on the American market and, via a representative office, on the Chinese market. With the aid of the new distribution channels through OETI and TESTEX, we want to steadily advance ECS’ expansion and be present on all five continents’, says Managing Director Rolf Diebolder, explaining his strategic plans for ECS. ‘I would like OETI and ECS to develop a joint strategy in order to be able to offer existing and new customers of both companies a complete package which, when combined, will give us a unique selling point in the marketplace’, says Diebolder.

Diebolder also sees further potential in the cooperation with regard to protective laser clothing. According to him, this is where the laser laboratory commissioned by ECS could be used to make textiles laser-safe. In the future, there will be more and more ‘hand-held’ devices, i.e. laser welding devices, for which gloves and protective jackets are needed.

The Munich Fabric Start Exhibitions GmbH announces the programme for the upcoming editions of MUNICH FABRIC START (24 to 26 January 2023) and BLUEZONE & KEYHOUSE (24 and 25 January 2023).
From 24 to 26 January 2023, visitors can expect a range of the latest trends, fabric, accessories and denim highlights from around 900 international exhibitors, an event programme with expert panels, keynotes and trend lectures, as well as numerous networking opportunities.

Economic Environment
Conflicts, inflation, recession, energy crisis, massive inequality, climate change - how companies can position themselves securely in a volatile market environment - this is deciphered by trend analyst David Shah in his key note "Self-Empowerment" and numerous industry experts, futurologists and leading fashion editors in the lecture series "The Status Quo of Fashion" by strategy and communication consultants Alex Vogt and Jana Kern.

Next to David Shah (View-Publications), the panel will include Siems Luckwaldt (CAPITAL and BUSINESS PUNK, RTL Germany), Shamin Vogel (WeAr Global Magazine), Ben Hanson (The Interline), Maria Cristina Pavarini (The SPIN OFF) and Carl Tillessen (DMI)

Digital Era
From digital colour apps, digital twins and virtual models to 3D simulation and virtual dressing rooms - the world of digital fashion will not only be discussed in numerous lectures in Munich, but also brought to life in the new Assyst Experience. Whether it's Carola Seybold, Head of Global Key Accounts at Pantone, Jan Hilger from Roland Berger, Arndt Johannes from Verce, Dr. Stefan Hauswiesner, CEO of Reactive Reality or the experts of the panel "Textilfabrik X.0 - New Marketing Buzz Words or One Step Ahead": everyone will be looking at virtual fashion from a different angle and providing insights into the latest state of the art. In her trend presentation "The weird & wonderful world of fashion cores" at BLUEZONE, Angela Velasquez (Rivet) sheds light on how viral TikTok trends are reshaping denim merchandising.

Sustainable Future
Digitisation and sustainability - the third major theme of the event programme - could not be more closely intertwined. Lisa Lang, Director of Policy & EU Affairs Orchestrator of EIT Climate KIC in an interview with Muchaneta ten Napel (Shape Innovate) kicks things off about the importance of a green transformation for the industry. Other topics in focus: Liv Simpliciano from Fashion Revolution gives an overview of where the world's biggest fashion brands and retailers stand in terms of transparency. Tricia Carey from Renewcell, David Shah (View-Publications), Lien van der Schueren and Guy Buyle (CISUTAC & HEREWEAR), Mateusz Wielopolski (Circulix) and Mario Malzacher (Circular.Fashion) critically discuss whether the circular economy is really the solution for everything or just a placebo. Circular ecosystems are also presented by Franziska von Becker from Hachmeister & Partner.

The race of the new sustainable materials of the future will be opened by Kirsi Terho from Infinited Fiber, Kuben Edwards from Onezero8, Marianne Uddman from Trustrace and Simon Angel, Sustainable Innovations Curator of MUNICH FABRIC START in a panel discussion with Muchaneta ten Napel (Shape Innovate). New products for a sustainable future in the denim industry will be discussed at BLUEZONE.
Another highlight: In cooperation with the Transformers Foundation, an expert panel will also be held at BLUEZONE on both days of the trade show.

Trends Spring.Summer 2024
Gerd Müller-Thomkins, Carl Tillessen and Niels Holger Wien from the Deutsches Mode Institut (DMI) see a "vibe shift" - a turning point. They will analyse what this means for fashion in their trend presentation on Wednesday. The Women's Fashion Trends SS 24 with the must haves of the season will be analysed by Karin Schmitz from the Trend Forecast Institute Peclers Paris - from the glamorous appearance in everyday life, to the play with gender identity, to simplicity combined with functionality and mobility.

• Building Leadership Position in Luxury Market

Oerlikon announced that it has signed a definitive agreement to acquire Riri, a leading provider of coated metal accessories for the luxury fashion industry. This transaction marks a milestone in Oerlikon’s growth strategy and diversifies Surface Solutions’ offerings and market access. The transaction is expected to close in the first quarter 2023, subject to regulatory approvals and standard closing conditions.

“Riri is highly complementary to our existing luxury business and will reinforce our fashion jewelry and metallic components for leather goods. It is the ideal next step after our acquisition of Coeurdor in 2021 and will make us a market leader and an integrated provider with a complete offering of coated luxury metalware for high-end fashion brands,” said Michael Suess, Executive Chairman, Oerlikon. “The acquisition will drive cross-selling and strengthen our footprint in the global luxury metalware market, which sees mid- to-high single-digit growth rates annually.”

“Our portfolio, particularly in zippers and buttons, is an excellent fit to Oerlikon’s strengths in coated metal-based fashion components. Together, we are ideally positioned in Italy and France – the two major European fashion hubs – and can provide a complete offering to fashion customers,” said Renato Usoni, CEO, Riri. “We are excited to join Oerlikon as it will allow us to accelerate the luxury goods industry’s sustainability transition to greener technology by applying technologies such as Oerlikon’s PVD¹.”

Riri, headquartered in Mendrisio, Switzerland, is a market leader in metal accessories manufacturing, with a wide product range and unique offering. The company supplies global leading brands in the luxury fashion industry and has a strong foothold in the Italian luxury market. The company has more than 1 100 employees and expects to generate sales of EUR ~170 million (CHF ~165 million) in 2022.

¹ PVD, or physical vapor deposition, coating is a thin-film coating solution that is more environmentally friendly than traditional processes such as chrome plating.

Piattaforma Sistema Formativo Moda Ente del Terzo Settore renews its commitment in the field of responsible, eco-friendly fashion with a new ad hoc initiative for Fashion Graduate Italia: FASHION SCHOOLS FOR DESIGN - DRIVEN SUSTAINABLE INNOVATION. The project has been set up in a partnership and with the support of C.L.A.S.S. (Creativity, Lifestyle And Sustainable Synergy).

The project “Fashion Schools for Design - Driven Sustainable Innovation” is presented at the eighth edition of the event organised by Piattaforma Sistema Formativo Moda, staged from 3 to 5 November at BASE Milano.

Embracing the theme of this edition of Fashion Graduate Italia, “Sustainable Innovation”, Piattaforma Moda has invited students from fashion schools, academies and associated institutes to participate in a training course regarding the planning and creation of an outfit in compliance with a responsible fashion approach: starting with the design, including the choice of sustainable materials supplied by some of the hub’s partner companies, and also involving a look at the communication strategy for the project.
To create their looks, the selected students followed two training courses organised by C.L.A.S.S.: “Introduction to next-generation Fashion” and “Introduction to smart ingredients”. These courses covered the values of next-generation fashion (integrating sustainability with design and innovation) and the characteristics of innovative and sustainable materials to produce the outfits.
 
The development process of the 11 final looks was followed in person by creative director Olivia Spinelli - Coordination and Creative Direction at IED Moda Milano and member of the Artistic Committee of FGI 2022 - and by tutor Camilla Carrara - founder and zero-waste designer of ZEROBARRACENTO -, the project coordinator of C.L.A.S.S.

The partners of C.L.A.S.S. that contributed by supplying their materials are: Berto, Brunello, Iluna Group, Re.VerSo™ by A. Stelloni Collection by Mapel and Tessitura Grisotto;  IED - European Institute of Design and ZEROBARRACENTO also gave support in the implementation of the initiative.

Launched this September, the new Horizon Europe project CISUTAC will support the transition to a circular and sustainable textile sector. As part of a consortium of 27 partners working on the project, TEXAID will among others support the project with sorting, disassembly and repair trials.

The production and consumption of textile products continue to grow, together with their impact on the environment, due to a lack of reuse, repair and recycling of materials. Quality, durability, and recyclability are often not being set as priorities in the design and manufacturing of clothing (EU Strategy for Sustainable and Circular Textiles, March 2022).  

CISUTAC aims to remove current bottlenecks in order to increase textile circularity in Europe. The objective is to minimise the sector’s total environmental impact by developing sustainable, novel, and inclusive large-scale European value chains.  

The project will cover most parts of the textile sector by working on two material groups representing almost 90% of all textile fibre materials (polyester, and cotton/cellulosic fibres), and focusing on products from three sub-sectors experiencing varying circularity bottlenecks (fashion garments, sports and outdoor goods, and workwear).  

CISUTAC will follow a holistic approach covering the technical, sectoral and socio-economic aspects, and will perform three pilots to demonstrate the feasibility and value of:

• Repair and disassembly
• Sorting (for reuse and recycling)
• Circular garments through fibre-to-fibre recycling and design for circularity

To realise these pilots, the consortium partners will:

• Develop semi-automated workstations
• Analyse the infrastructure and material flows
• Digitally enhance sorting operations (for reuse and recycling)
• Raise awareness among the consumers and the textile industry

As part of the CISUTAC consortium, TEXAID, will conduct different trials of sorting, repair, and disassembly, and be active in the LCA and Standardisation work packages.

EURATEX has just released its Spring report, offering a detailed insight into trade figures for the European textile and apparel industry in 2021. The numbers are encouraging: comparing with the dramatic corona-year 2020, EU exports of textile and clothing articles increased by +10.6%, while imports dipped by -7.5%. As a result, the EU trade deficit improved, even it remains significant (- €48 billion).

Furthermore, import prices went slightly down in clothing and dropped in textiles, following a strong decrease of Chinese import prices of face masks and protective medical supplies.

The boost in exports was mainly due to strong performance on the Swiss, Chinese and US markets. On the other side, EU sales of textile & clothing to the United Kingdom fell sharply (-23%), due to Brexit new requirements, customs’ delays and shortage of truck drivers.  Imports from the EU top supplier, China, plunged by -28%, corresponding to €13 billion. Similarly, textile and clothing imports from the United Kingdom recorded a sharp decrease over the period (-48%, equal to €-3 billion).

Director General Dirk Vantyghem commented: “the 2021 export figures, presented in this Spring report, confirm that EURATEX members have gained momentum; even if energy prices are causing some serious short-term disruptions, our long-term ambition remains to be a world leader on sustainable textiles.”

The international trade dimension is indeed critical for the competitiveness of the European textile ecosystem, and needs to be fully embedded in the EU’s Strategy for Sustainable and Circular Textiles. The Commission insists that “all textile products placed on the EU market, are durable, free of hazardous substances, produced respecting social standards…” This is an essential condition to create a level playing field between all textile and apparel companies, regardless of their production base. With €100 billion of imports, and over 20 billion of “foreign” textile items put on the Single Market, this requires a dramatic upscaling of market surveillance, without however disrupting fluid supply chains.

Looking at the impact of war in Ukraine, EURATEX has strongly condemned the Russian aggression, and offered support to the Ukrainian textile industry. Ukraine offers valuable sourcing opportunities for European textile and apparel brands, as part of a broader nearshoring trend, which seems to emerge from the trade figures.

For the summer events at the Berlin exhibition center, the Premium Group is relying on a new mix of fashion, business, content and entertainment.

The State of Style & Culture
The Premium Group is expanding its portfolio in the summer to include the consumer festival THE GROUND in addition to the existing PREMIUM and SEEK trade fairs and is presenting numerous innovations for the long-awaited reunion of the industry in Berlin.

The new location Messe Berlin will become the Premium Group cosmos, a holistic inspirational hub for all relevant topics related to fashion, trends, retail, lifestyle, marketing, digitization, sustainability, metaverse and more.

In July, brands and partners can also present themselves to end consumers for the first time as part of the new event THE GROUND, 'Direct to Consumer'. Consumers get access to THE GROUND, while trade visitors are invited to view the full range and be inspired throughout the site.

PREMIUM: New tripartition with new segments
In order to be able to show all relevant segments of advanced contemporary fashion even better and more holistically, the PREMIUM portfolio will be divided into three new areas from the summer. With the segmentation into High, Icon & Volume, large, commercially successful brands as well as more focused designer brands, newcomers and smaller innovators will now find their place. Here the PREMIUM fashion team advises all partners in detail in order to guarantee ideal positioning and the possibility of storytelling.

SEEK: Premiere of the SEEK Conscious Club
Sustainability has been part of the culture of the SEEK brand since it was founded 12 years ago. With the new SEEK Conscious Club, in addition to the SEEK area with well-known and new SEEKERS, a dedicated area for sustainable brands is being created. SEEK offers them the stage and space to grow and the attention to optimally spread brand values. The international SEEK community is represented by niche brands as well as commercially successful players. And the established TRADE UNION for brands with a particularly sharp sales strategy will once again have an exclusive area in the new location.

THE GROUND: Festival for Style & Culture
With the new Direct to Consumer Festival THE GROUND, the Premium Group is now also inviting Gen-Z, Gen-Y and Culture Pioneers once a year. Music acts, panels and live talks with well-known speakers and influencers, creative workshops, sports and wellbeing sessions are intended to inspire, enrich, enlighten and inspire exchange: entertainment, edutainment and experiences.

THE GROUND turns live streams into live encounters, consumers into co-creators and classic retailers into strategic marketing and event partners. Here, through emotional experiences and unique showcases, brands can be experienced and interested customers become loyal brand fans. Topics relevant to society and generations, such as fashion, sports, beauty & well-being, metaverse & gaming, will be featured in the area as well as in talks and master classes as part of the FASHIONTECH content format.

"In order to remain sustainable, we want and need to merge B2B and D2C and create a place - a marketplace for ideas and products - where brands, retailers and consumers come together and learn from each other. For the first time, we are offering holistic reach, synergy and network effects,” explains Jörg Arntz, Managing Director Premium Group.

“B2B and D2C will take place in parallel on one site, although of course there will still be an area for professionals only, i.e. exclusively for the industry. The D2C area is accessible to both end consumers and trade visitors. In addition to our trade fairs, we create new content from which our visitors and exhibitors benefit.”

During the event, which will take place from Thursday to Saturday for the first time, it will be about exchange, trends, inspiration and emotion, new brands, the further development of well-known players, creative collection presentations and of course what the fashion world and its protagonists * inside: joy and passion. In order for this to work and for the long-term existence of the new event concept in Berlin to be guaranteed, everyone involved is asked, challenged and responsible.
 
Selected brand highlights:
American Vintage // Aigner // At.p.Co  // Ben Sherman // Blue de Geñes // Buffalo // Camper // C.O.F. Studio // Copenhagen Studios // Coster Copenhagen // Crep Protect // Denham // Dstrezzed // Drykorn // Ecoalf 1.0 //  Edwin // Ellesse // Fabienne Chapot //  Fleurs de Bagne // Floris Van Bommel // Gant //  Happy Socks // Helene Galwas // Herrlicher // Hiltl //  Horizn Studios // Ilse Jacobsen // Izipizi Paris // Kangaroos // Kennel & Schmenger Schuhmanufaktur // Keen // K-Swiss // Lee // Merz b. Schwanen // Moss Copenhagen // Nautica  // Novesta // Nudie Jeans //  O My Bag // Pantofola D’Oro 1886  // People of Shibuya // Palladium // Pendleton Woolen Mills // Puma // Property Of //  Reyn Spooner // Sandqvist // Saucony // Studio Seidensticker // Stutterheim // Sofie Schnoor // Steve Madden // Thinking Mu // Ucon Acrobatics //  Uniform Bridge // Veja // Womsh // Wool & Co // Wrangler// Yaya // Zespá