We JAMmin': Success for the Trade Fair's First Shot at Berlin Fashion Week
by Floor Serbrock posted on January 24, 2010It’s quite a journey into the middle of nowhere (hey at least I get to experience Berlin in all its outskirts), but upon arriving at the Rathenau-Halen, it’s no regret. The staff are friendly and as I snoop around the massive halls of JAM Berlin, I quietly take in the pretty clothes on display. A coffee break in the middle of my tour takes place at the huge Segafredo stand situated at the centre of the fair. I manage to have a quick chat with the main JAM organizer, Beyza Ozlev, who informs me to be very satisfied so far with the course of the fair. I wonder: what sets JAM apart from the other fairs during Berlin Fashion Week? Bezlev informs me that JAM is a site where real business goes down- signatures are signed; transactions take place. Rather than image-oriented, the point of JAM Berlin is more tangible, and it is precisely this aspect that has contributed to the fair’s success this year. The brands participating in the fair are generally of a sporty, street-wear niche. Booths are not exclusive to fashion brands; creative and online marketing agencies such as LEXPOSURE’s very own Hyperactive Media are also amongst the crowd. Up for the first time in Berlin during Fashion Week, JAM seems to be having no problem fitting into place. If you missed it this year, JAM’s here to stay so be sure to check it out during the next Fashion Week!






HI,

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