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