B2C Conference Connects Participants To Brands With Creative Activations
Trend show Bread & Butter by Zalando creates a platform for brands and consumers to directly interact with each IRL and also digitally, offering business-to-consumer experiences in the form of pop-up shops, masterclasses and an e-commerce platform
Berlin’s ‘pop-up of style and culture’ will bring new life to the traditional business-to-consumer arrangement by incorporating fashion, music, food and more into the mix at its third annual show. Bread & Butter by Zalando is bringing dozens of brands to Germany’s capital city from August 31 until September 2 for a weekend of pop-up shops, exclusive goods and previews. Along with offering first looks and special products, the event will be rolling out an online platform that will provide users with even more exclusive content.
This year’s even will be about more than just shopping, however: It’s a luxury and recreation experience. While they view new products from their favorite brands—like Adidas, Diesel, Maria Black, Levi’s and Nike—attendees can also visit nail and hair salons as well as take masterclasses on make-up, skating and even deejaying.
This pop-up of style and culture creates an interactive and engaging business-to-consumer model, allowing its participating brands to craft a one-of-a-kind experience and build rapport with customers. Timberland, for example, will be providing a place the footwear retailer is calling Timberland Park, where attendees can spend time in nature and get downloaded on the brand’s ongoing environmental efforts. The expo is all about engaging the consumer in new and interesting ways, providing not only exclusive brand offers but also elements of luxury and leisure along with the opportunity for visitors to learn something new.