Words by MPDClick’s Trade Fair Editor.
As the MPDClick team continue to source the best of sport, street and denim apparel at Bread & Butter 2012 for our subscribers, here’s a sneak peak of some inspirational visual merchandising from the Denim Base area of the show.
Construction, engineering, workwear and brand heritage stand out as the key concepts for denim collections; a persistent theme that continues to convey quality and authenticity which resonates well with today’s savvy denim consumer looking for premium products.
G-Star Raw, Laboritoria and Kurabo present factory like settings to showcase the denim process which also communicates brand transparency, a great idea for trade fairs and an even better one for special retail events.
Barbour and Johnson Motors present their extensive brand heritage through their history with motorcycles while Johnson Motors also incorporates an overriding military theme to enhance trend direction for the season. Aeronautica Militare clearly demonstrates its roots within the military air force with lockers, pilot helmets and deconstructed propellers making for a highly thematic display.
More humorous and tongue in cheek displays come from Denim Demon with its use of a cardboard deer fashioning jeans and Selected presenting denim clad models situated in bathroom scenarios casually reading newspapers.
MPDClick subscribers can stay tuned to the Trade Fair area for our extensive coverage of the show and the Trend Journal for more previews!
Duck and Cover