Terminal-2 to introduce innovative brand division in August
June 20, 2009 - Denmark
With the great possibilities presented by the new exhibition area launched this February, Terminal-2 is embarking on an exciting new journey and introducing an innovative brand division in the upcoming fair in August. Taking the way the fashion scene looks today into consideration, we will be remodeling the brand segmentations in the next edition of both CPH Vision and Terminal-2.
"Fashion is no longer as defined as in previous times. Instead of looking at fashion in segments, we look at the people and what they are actually wearing. We see a division according to price range as passé. The fashion of today and tomorrow is a mix. Look at Raf Simons designing for Eastpack and Kate Moss mixing Top-Shop with YSL. Clothing consists of wearable pieces and it's by touching, feeling and mixing them up that they are brought to life and their full potential revealed. I believe that's the true beauty of fashion. This is definitely the right approach at the right time and we see this as part of our long-term strategy."
- Simon Nordtorp, Project Manager Copenhagen Fashion Fairs
From August 2009, Terminal-2 will not only exhibit urban, denim and street-wear brands, but also contemporary urban fashion brands that work perfectly together with the brands exhibiting in Terminal-2.
The re-modelling affects brands such as Samsøe & Samsøe, Nümph and Fred Perry which will move from CPH Vision to Terminal-2. With this more contemporary approach, the aim is to create a viable mix from inexpensive as well as luxury brands and to meet the needs of the consumer in a much better way. We are also catering to the buyers and their stock requirements and demands. Being part of a long-term strategy for Copenhagen Fashion Fairs, the idea is to create a closer bond between the two segments and thereby create more modern division that matches current tendencies and consumer behaviour much more closely.
"Looking at the consumer of today, we no longer see fashion-conscious people dressed head-to-toe in only designer labels. What we do see is a mix of brands as well as price range. We no longer see the division of high-end brands on one side and urban brands in the other, simply because this doesn't reflect what the consumer is wearing today. Nor does it reflect or meet the needs of today's buyer."
- Jan Busch Carlsen, Founder & Creative Director, Copenhagen Fashion Fairs
With intention to provide a platform with brands that perfectly complement each other in terms of target and variation of price points we are also introducing a new designwear segment in Terminal-2:
Designwear Urban Fashion: the upgraded urban style area with high-profile brands such as One True Saxon , Baracuda, New Balance, April 77 and Franklin & Marshall.
Next fair dates: 6-9 August 2009.