Bread&Butter fair by Zalando hits the target and launches “see-now-buy-immediately”. Online, of course

About 7,000 visitors per day. The accessible offer of Bread&Butter by Zalando certainly worked. The event taking place in Berlin from 2 to 4 September and organised by its new owner, the Zalando website (which purchased the exhibition format in June 2015), has achieved the success it sought after. Visitors were not just professionals, as happens in other events, since anyone could gain entrance, visit the stands and purchase online in real time. A “digital see-now-buy-immediately” which hit the target. By registering at the Nike stand, visitors could enjoy 40 minutes of running and music. Marni presented an almost completely dark stand experience with video commercials for shoes on the walls and models that invited visitors to look at the new footwear collection on the tablet offered by the company. Two examples (among many ) of avant-garde fair approaches that captured the attention of visitors and the media, and bore witness to Zalando’s mission: to revolutionise the traditional concept of “trade fair”.


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