London – The start of a new year brings the start of a new season for the
fashion industry and signals the kick off of the bi-annual showcase known
as fashion week. The top four international fashion capitals of the world –
New York, Paris, London and Milan – have solidified their reputations as
the fashion-hot spots in part thanks to their bi-annual fashion showcases,
which offer both establish designers and upcoming brands a platform to
present their collections to the world.
Thousands of visitors, buyers,
members of the press, designers, models, make-up artists and more descend on
fashions weeks around the globe, and it is not uncommon for large fashion houses such as Chanel, Tommy Hilfiger
and Burberry, to spend million of pounds, euros or dollars on a single
fashion week event. Why? Because the bi-annual showcase is one of the key
acts as one of their biggest advertising
tools. However, although it is clear what brands and designers gain from
hosting a fashion week show, the questions arises – what is in it for the
cities these events take place in? In this mini-series, FashionUnited asks
how much money cities gain from hosting a fashion week and examines what
the financial impact of fashion week is in Berlin.
Key Figures for Berlin Fashion Week:
As one of the first main fashion weeks to take place this year, Berlin
Fashion Week takes place from January 17 to 20 at numerous locations across
the city, including Kaufhaus Jandorf, the Crown Prince Palace and Project
Gallery. However, this season marks the first time event organisers are set
to host the majority of the catwalk shows, presentations and events at
Kaufhaus Jandorf, a historical building located on the Brunnenstrasse in
the city centre, a stone’s throw from the Rosenthaler Platz.
Unlike other fashion weeks around the world, Berlin Fashion Week coincides
with German fashion trade fairs Panorama, Premium, Seek, and Bright making it one of the largest fashion events on the calendar.
Over 40,000 visitors are expected to attend Berlin Fashion Week this season, so it comes as
little surprise that the event ranks in 8th place in our top ten fashion in
terms of revenue, generating an impressive 70.5 million euros each time it takes
place, according to FashionUnited’s calculations. An estimated 11.5
million euros going straight to the municipality itself – for a city that funds limited events during fashion week,
that is not a bad income.
However, this updated chart indicates that Berlin Fashion Week is likely to generate
less income overall this year than last year, which can be attributed in
part to a decline in expected visitor spend and local costs, such as hotel
costs, dining out costs and shopping. In 2016 Berlin was listed in 3rd place, generating a total income
of 74 million euros, only surpassed by major fashion weeks in London and New York. However, this year
visitors are expected to spend 1.457 euros on average, which is approximately 100 euros less than last year.
The number of expected visitors is also predicted to decline, as the trade fairs attract a significant number of
visitors.
FashionUnited’s update for 2017 on
fashion week’s economical impact is verified by the local municipality in
Berlin.
Photo credits: Michalsky, Catwalkpictures and www.kaufhaus-jandorf.de