modebranchen.NU NU International June 2019 | Page 32

VIB
Celebration
Panorama Berlin presents Germany’s
first lifestyle stage for occasionwear.
BY HELLE MATHIESEN
Following the January 2019 restructuring of the
tradeshow concept into an event and infotainment
format, for the upcoming edition in July 2019 Pa-
norama Berlin is announcing a new addition in the
fashion and lifestyle segment. This July, professio-
nal visitors will be able to discover and order the la-
test occasionwear trends in Hall 7: from outfits for
school leavers’ balls, prom nights and weddings to
communions/confirmations.
Panorama Berlin has focus on recognising social
trends and seeing consumer-relevant themes that
provide recognisable added value for the industry.
- With all the social developments we are experien-
cing right now, there has been a change in values
going on for quite some time. Influences such as
the general feeling of uncertainty and a lack of se-
curity are having an impact on this. A society in flux
is resulting in younger generations focusing more
on family life, says Jörg Wichmann, CEO of Pano-
rama Berlin.
MARRIAGES AND SCHOOL PROMS
In Germany alone, every year there are more than
400,000 marriages, and this figure is rising. More
people are tying the knot these days – with bigger
weddings and at an earlier age. The estimated mar-
ket potential for weddings is a total quantity of up
to two million occasional dresses and suits. This is
a demand with a huge sales potential, which many
fashion stores are not yet covering.
In addition to this, there is also a growing hype sur-
rounding school-leaving balls, or proms. Around
300,000 pupils pass their secondary school-lea-
ving examinations every year in Germany. Trends