Third Bread & Butter by Zalando Establishes as See-Now-Buy-Now FestivalZalando's third edition of Bread & Butter becomes a product-driven see-now-buy-now festival.

[Collection]BERLIN — Zalando’s consumer festival Bread & Butter established itself as a product-driven “see-now-buy-now” platform during a three-day run at Arena Berlin from Aug. 31 to Sept. 2. Dubbed “The Pop-up of Style and Culture,” the third edition of the business-to-business turned consumer event by the German e-tail giant saw a clear shift from the initially experimental approach to a defined outlook with a sharp edit in both the brand portfolio and event schedule, pleasing exhibitors and the young crowd of leisure visitors alike. This year’s Bread & Butter by Zalando was a Coney Island, N.Y.-like shopping amusement parlour of sportswear and cosmetics brands with more than 100 event-exclusive product drops, pop-ups and brand-guided events. Targeted at what Carsten Hendrich, vice president of Creative Lab Zalando, calls “Generation Next,” a demographic between ages 20 and 30 that has grown up digitally and looks at the intersection between culture and commerce differently, sales were as much on the agenda as consumer communication. Sale points with more than 60 payment terminals and displays with more than 40,000 products were integrated throughout the venue. Most of the 43 participating brands put a focus on customizing and storytelling in order to create an appealing brand experience. Adidas

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