Tradeshows: Ispo Munich 2017
The BDA London team are busy travelling far and wide, covering tradeshows ranging from mens and womenswear to kids, homewares and outdoor lifestyle. The week started at Ispo Munich, tracking the latest innovations and directional marketing campaigns for the technical outdoors clothing market. Here is our quick-fire round-up of the key messages from Ispo Munich 2017:
ALL ABOUT THE BRAND: The North Face
Brand impact took centre stage with exhibitors competing to make the boldest brand statements, creating buzz through installations and video panelled walls. The clothing became almost secondary within these statements as interactive elements immersed you within the brand experience.
NEW TECHNOLOGIES: Gortex shake dry fabric
Unsurprisingly, new technologies were a big talking point, particularly in fabric developments such as the new Goretex shake dry product technology, as demonstrated at the show by a vigorous robotic arm.
SUSTAINABILITY & CONSCIOUS ATTITUDES: Vaude
One of the biggest outtakes from ISPO was the topic of consciousness and sustainability. Brands shouted about their efforts to source ethical and sustainable fabrics, while making their supply chains more transparent.
FUNCTION MEETS FASHION: Alchemy Equipment
With the boundary between fashion and function ever closing, brands are striving to produce the latest performance enhancing fabrics and details whilst maintaining fashion-conscious styling and silhouettes. Alchemy Equipment, whose brand ethos is ‘performance driven style’ are a great example of this message.