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JAM becomes strong exhibition platform for denim suppliers

21
Oct '09
The die is cast. With the majority of the fashion industry opting for Berlin as the proper place to be, JAM is now to run from 20 to 22 January 2010 in the German capital as well – concurrently with the other fairs and fashion events.

The new location is the so-called Rathenau Halls, a complex of light-filled buildings under preservation order at Wilhelminenhofstr. 83-85, right on the River Spree. This former AEG transformer factory extends over a 23,000 square-metre plot built between 1898 and 1941. Back then these multi-storey factory buildings and production halls were the most modern architecture of their day and even today still exude their special, industrial charm.

The site is now home to various artist's studios and educational providers and is used as a film backdrop as well as for trend and fashion events (including the last BOSS ORANGE Fashion Show).

“The location of Cologne was right in its day but now market conditions have completely changed,” explains Marketing and Sales Manager Günther Sommer summing up the decision as follows: “The original concept of JAM as a pragmatic working fair for the upper middle market still applies. We have moved the location so that everyone involved can use the pull of Berlin and so that the trade fair landscape does not continue to be unnecessarily fragmented.”

Since the last JAM in Cologne a large number of exhibitors were expressing the unanimous wish to move to Berlin after the organisers had discussed various different concept and location alternatives. “Events in one city around the same time are what exhibitors want, just like retailers, so as to minimise expense on the one hand and to gain a more comprehensive market overview on the other,” said Managing Director Sebastian Klinder from JAM trade fair management summing up the many preliminary discussions held.

The new site in Berlin is therefore laid out in such a way that trade visitors can reach the other trade fair locations within 10 to 15 minutes. JAM's uniform stand concept entailing low costs for exhibitors has been kept on.The menswear segment already in evidence for the first time in July in Cologne is to be further extended in Berlin and supplemented to also include womenswear and accessories.

JAM


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