Menswear and underwear tradeshow Bread & Butter has cancelled controversial plans to open the show to the public for two days.
Organisers said the aim was to provide the exhibiting brands, labels and designers with an additional marketing tool to directly address the end consumer, thus the ultimate customer. In combination with concerts, fashion shows and brand focused events, an interactive "lifestyle festival" was to be created.
While the company said the idea seemed natural in theory, it meant exhibitors with additional cost-intensive, logistic and organizational challenges.
Due to this set of problems, the plan "Public Days" led to controversial discussions within the whole industry. Reactions are ranging from euphoric enthusiasm to total rejection.
Organiser Karl-Heinz Müller said: "It remains our aim to offer our exhibitors and the specialist retailer an ideal, contemporary platform for communication and business. Especially following the very successful January event, we are reassured to continue our previous path focused and undeterred."