modebranchen.NU NU International June 2019 | Page 33
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
// JÖRG WICHMANN, CEO OF PANORAMA BERLIN
ADDITIONAL PRODUCTS
Complemented by additional brands and products
with a focus on travel, gifts, accessories and jewel-
lery, around 40 brands from the men’s, ladies’ and
kid’s segments will be showcased.
- The occasionwear sector segment doesn’t cur-
rently have a relevant platform in Germany that pro-
perly covers outfits for weddings, like best men and
bridesmaids, lingerie and communions/confirmati-
ons etc. We want to offer this sector a new home
and provide a central port of call for all relevant fa-
shion and lifestyle themes in one location, therefore
making it more efficient for people to do business,
Jörg Wichmann elaborates.
A
SEGMENT WITH HIGH POTENTIAL
- Reason enough for us to give the subject of cele-
bration the attention it deserves, which is why we
are now bringing occasionwear into the mix for the
first time. In a separate hall, which will surprise in
its design, we will be showcasing the entire world of
outfits for school leavers’ balls, prom nights, wed-
dings and other occasions and, in addition to the
fashion itself, also incorporating complementary
products like décor, jewellery and accessories, says
Jörg Wichmann, and he adds:
- Occasionwear is a segment with a high potential. It
is a strong way of generating sales for retailers and
therefore highly relevant! Due to the streamlining of
the market, retailers now have more space availa-
ble in their stores and are in a position to extend
and redesign their ranges, and therefore fulfil new
customer needs. Consumers are seeking more in-
spiration and diversity in retail.
IN
ULY
coming over from the USA and UK, such as prom
nights, are now also catching on more and more
in Germany, where occasions are being celebrated
on a larger scale. Occasionwear is the “new smart-
casual look” for the young generation and is a gro-
wing market and a driver of sales. The estimated
potential here is up to one million dresses and suits
for school proms alone per year.
Photo: Panorama