PREMIUM INTERNATIONAL FASHION TRADE SHOW CLASS, EMOTION AND OVER SIXTY THOUSAND VISITS

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Berlin, July 14, 2011 PREMIUM INTERNATIONAL FASHION TRADE SHOW CLASS, EMOTION AND OVER SIXTY THOUSAND VISITS PREMIUM International Fashion Trade Show from July 6 to July 8 presented over 800 brands

The 5% increase in the number of visitors compared with the last winter season is primarily due to the increase in international visitors who traveled from countries such as France, Russia and, more

Norbert Tillmann: PREMIUM was extremely successful again this season and more international than ever on the part of exhibitors as well as on the part of visitors.

1 Berlin, July 14, 2011 PREMIUM INTERNATIONAL FASHION TRADE SHOW CLASS, EMOTION AND OVER SIXTY THOUSAND VISITS PREMIUM International Fashion Trade Show from July 6 to July 8 presented over 800 brands with more than 1,000 collections and registered more than sixty thousand visits. The 5% increase in the number of visitors compared with the last winter season is primarily due to the increase in international visitors who traveled from countries such as France, Russia and, more and more, from Asia to see the exclusive collections. Norbert Tillmann: PREMIUM was extremely successful again this season and more international than ever on the part of exhibitors as well as on the part of visitors. PREMIUM bundles exclusive collections from the segments women s, men s, contemporary fashion, denim, sportswear and accessories under one roof. Each season, a newly curated selection of high quality designer collections and brands is put together and presented to retailers. We define which collections are PREMIUM. Once again, we ve proven that the exhaustive, ongoing research carried out by the PREMIUM Fashion Team and the consistent curating of the collections is absolutely essential and something that is also appreciated by the branch, says Anita Tillmann. This way, we can present the best designers, brands and newest trend collections each and every season. We never keep still!

An enlargement of the PREMIUM portfolio on the grounds of the STATION-Berlin was possible through the expansion of Hall 7 and Hall 5.

A special highlight that attracted particularly wide attention was the presentation of the Japanese collections within the framework of the project Tokyo Goes Berlin in the PREMIUM showrooms on the

With enormous dedication, great ideas, and a lot of creativity, young Japanese designers staged presentations of their collections and thus allowed a piece of Japan to come alive in Berlin.

We are heart-stricken by the catastrophe and hope, with our support, to make a contribution to helping them get back to business.

2 An enlargement of the PREMIUM portfolio on the grounds of the STATION-Berlin was possible through the expansion of Hall 7 and Hall 5. A container park in the courtyard of STATION-Berlin was used by different designers to present their collections. The spaces at STATION-Berlin were completely booked. A special highlight that attracted particularly wide attention was the presentation of the Japanese collections within the framework of the project Tokyo Goes Berlin in the PREMIUM showrooms on the second floor. With enormous dedication, great ideas, and a lot of creativity, young Japanese designers staged presentations of their collections and thus allowed a piece of Japan to come alive in Berlin. Anita Tillmann and Norbert Tillmann: We are very happy to be able to support Japanese designers by providing them with space at PREMIUM. We are heart-stricken by the catastrophe and hope, with our support, to make a contribution to helping them get back to business. In addition, with this project, we wanted to refocus everyone s attention on Japan, which still suffers from the effects of the catastrophe, and to encourage each and every person to help wherever he can. An enormously interesting line-up was presented by SEEK. With brands such as Libertine-Libertine, Rascals, Uniforms for the Dedicated, Minimarket, etc., the SEEK area was filled to capacity and received an extraordinary amount of attention from visitors as well as from the press. Anita Tillmann: Seek was fantastic. The feedback and the demand for more area is so good that we ll have to look for a new, bigger location next season.

As the kick-off to PREMIUM International Fashion Trade Show, the PREMIUM YOUNG DESIGNERS AWARD Spring/Summer 2012 was presented.

for a start in the fashion business. The winners this season are: Womenswear: Karlotta Wilde; Menswear: Marc Stone; Accessories: Vonschwanenflügelpupke.

At the beginning of the festivities, party-goers could even be part of the selection of Miss Universe Germany, which PREMIUM hosted for the first time.

Many prominent celebrities also came to visit PREMIUM: faithful to long-standing tradition, the governing mayor of Berlin, Klaus Wowereit, came for an extensive tour of

3 As the kick-off to PREMIUM International Fashion Trade Show, the PREMIUM YOUNG DESIGNERS AWARD Spring/Summer 2012 was presented. Since 2005, Anita Tillmann and Norbert Tillmann have been supporting young up-and-coming talents with this honor which, meanwhile, has become an important seal of quality for a start in the fashion business. The winners this season are: Womenswear: Karlotta Wilde; Menswear: Marc Stone; Accessories: Vonschwanenflügelpupke. At the legendary PREMIUM & Friends Party, which took place in PREMIUM s own park, more than 6,000 guests were welcomed. At the beginning of the festivities, party-goers could even be part of the selection of Miss Universe Germany, which PREMIUM hosted for the first time. The jury included Peyman Amin. The competition was covered by RTL Exklusiv. Many prominent celebrities also came to visit PREMIUM: faithful to long-standing tradition, the governing mayor of Berlin, Klaus Wowereit, came for an extensive tour of the trade show followed by lunch in Markus Semmler s restaurant. For the second time, Escada proprietor Megha Mittal was welcomed to the show. Other visitors included Ben Becker and Thomas Rath accompanied by catwalk legend Jorge Gonzales. FACTS SAISON SPRING/SUMMER 2012 BRANDS > 800 COLLECTIONS > VISITS > COUNTRY BREAKDOWN Germany, Austria, Switzerland: 39% Southern Europe: 28%

4 Benelux + France: 18% Scandinavia: 6% Overseas: 4% UK, Ireland: 3% Eastern Europe: 2% Following PREMIUM International Trade Show in Berlin are the regional order events PREMIUM ORDER DUESSELDORF from July and PREMIUM ORDER MUNICH from August Anita Tillmann and Norbert Tillmann: For us, the season is not yet finished. Now we re looking forward to the PREMIUM Order events in Duesseldorf and Munich in Duesseldorf to the new location Old Paper Factory and in Munich to the many new brands on the expanded area of the Zenith Gelände. PREMIUM ORDER DUESSELDORF - NEW LOCATION July 23 26, 2011 ALTE PAPIERFABRIK Fringsstr Duesseldorf PREMIUM ORDER MUNICH - MORE SPACE August 13 16, 2011 ZENITH GELÄNDE Lilienthalallee Munich

5 CONTACT: Christine Zeine Head of PR Phone: +49 (0)

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