Berlin has become one of the fashion capitals of the world in the past few decades. Since 2003, Berlin has held their own Fashion Week in which they exhibit various German fashion brands to over 70,000 visitors. Let us look at the many benefits that come about from Berlin Fashion Week.
About Berlin Fashion Week
Fashion lovers travel from all over the world to Berlin twice a year to have the privilege to experience Berlin Fashion Week. In 2019, Berlin Fashion Week contained two fashion show platforms: MBFW and Berliner Salon. The Berlin Fashion Week is conducted to support the opening of new markets and start-ups through a variety of events ranging from workshops to competitions. The existence of Berlin Fashion Week ensures that the Berlin and the German fashion industry are provided with proper representation.
Who Runs the Show?
The Senate Department for Economics, Energy, and Public Enterprises has been promoting the Berlin fashion industry since 2007 with an annual budget of up to one million Euros. Brand labels create new collections to be launched during Berlin Fashion Week, which typically pays tribute to Berlin in some form — the 2019 fashion week involved cooperation between the brand Laurèl from Munich and the Berlin label Steinrohner, creating the collection “Laurèl x Steinrohner,” which focused on Berlin as the city to be in because of its unique styles.
Bringing in Revenue
Approximately 2,800 companies in the fashion industry are based in Berlin. Thus, all of their sales directly help Berlin’s economy prosper. Besides the obvious benefit of potential clothing sales, the Berlin Fashion Week gains additional economic benefits through gastronomy, hotels, taxis, service providers, and everything you can think of that guests require. It averages a revenue of 120 million Euros to 240 million Euros per year from additional benefits.
Berlin Fashion Week is said to employ approximately 18,500 people per year. Jobs possibilities range from modeling to marketing. Berlin’s fashion industry is made up of over 2,800 enterprises. From 2015 to 2016, the industry’s turnover increased by 13, and this number continues to inflate as the years move forward.
Part of this year’s funding for Berlin Fashion Week came from having an award-winning online calendar, which got over 500,000 clicks and a wide-ranging amount of communication campaigns varying from posters to media operations. Marketing teams rely heavily on social media for getting the word out about every individual event and the complete program due to the number of international guests Berlin Fashion Week brings in. Besides social media, nearly every fashion magazine you can think of is contacted with details of the week’s events to be put into their issues.
Supporting Berlin Brands
There are over 100 fashion show slots allotted to Berliner designers during Berlin Fashion Week. The many fashion labels that originate from Berlin in the show included William Fan, Benu Berlin, Philomena Zanetti, Marina Hoermannseder, and Dawid Tomaszewski. Berlin businesses that were promoted during the event were Liebeskind, Mykita, Trippen, Zalando, Premium Group, and more. For the last seven years, labels from Berlin have had the chance to show their collections at the Berlin Showroom, which is a platform started by the Senate Department of Economics, Energy, and Public Enterprises to assist designers in distributing their collections to foreign countries such as the United States and France. Berlin Fashion Week has become a fundamental way for local brands to spread awareness.
While many cities in Europe are known for their infamous fashion weeks, Berlin’s has become one of the most successful in its short time of existence. This bi-annual week of events has become a key contributor to Berlin’s economy.