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Organizers of JAM show optimistic about future of denim

Jul '09
The fifth JAM trade show ended in Cologne, with 7100 visitors being registered, which correspond to the number of visitors at last summer's exhibition. However, compared to the trade show in January this year (10,400 visitors), the organizers observed a decline in traffic.

As was the case last time, Sunday turned out to be the strongest and most popular day; local retailers and small, owner-managed stores in particular were well represented at the JAM, held in the Rheinparkhallen, Cologne. Exhibitors were specially satisfied with the high quality of buyers present, such as those from P&C, Breuninger, Kaufhof, Yeanshalle, AWG, Sinn Leffers, the Görgens Group, Fussl, Garhammer, Beutin or Leos.

The organizers are optimistic about the future of the denim, young fashion, and sportswear trade show launched in 2007. “For five seasons, JAM has been a great platform for medium-priced brands, offering a successful concept that clearly focuses on orders and products,” says marketing and sales manager Günther Sommer.

“I'm convinced that, in line with the current economic situation, we are able to present an unbeatable exhibition concept in terms of price-performance ratio. We will no doubt have to resume our discussions with the larger brands who failed to appear this time, in order to convince them of our concept and increase the number of visitors at the January show!” Besides some intense work within the core segment of the trade show, the organizers plan to optimize and expand the new men's wear segment and the eco-friendly segment.

Sebastian Klinder, JAM exhibition manager and shareholder of organizing munichfabricstart exhibitions GmbH, adds: “As early as Saturday, we arranged an internal meeting with some of the established exhibitors to discuss and lay out what has to be done in addition in order to continue to provide many of our exhibitors with the framework and conditions essential for a successful trade show.

Generally, we are satisfied with the development of the exhibition.

However, we are aware that JAM needs to be adapted to the new situation in terms of trade shows. By the time the date of the next exhibition is announced, we will present a redesigned and convincing concept allowing us to remain the platform for medium-priced brands. After the two successful events in Cologne, I would have expected a little more solidarity on the part of the retail trade - after all it was the buyers in particular who complimented us repeatedly on the relaxed working environment and concept of JAM.”

At the Saturday press conference, three exhibitors also seized the opportunity to express their support for JAM. M.O.D.'s sales manager Rainer Ksoll summarizes his point of view as follows: “For the German market the JAM is obligatory. However, the individual exhibitors and their sales force are also required to provide for the necessary visitor traffic by approaching selected customers and potential customers in the run-up to the trade show.” Broadway's Dr. Rainer Rehfeld added:

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