style in progress 1/2022 – English Edition

Page 214

WHAT'S THE STORY

Katharina Krassnitzer, Head of Fashion & Tracht at Brandboxx.

Markus Oberhamberger, Managing Director of Brandboxx.

Austria’s largest order centre combines showrooms and exhibition space under one roof. Tenants and trade show participants from the sports, fashion, footwear, lingerie, swimwear, accessories, and of course, Trachten sectors appreciate the facilities on offer in the North of Salzburg.

BRANDBOXX

A NEW HOME FOR TRADITIONAL “TRACHT” Providing the traditional “Trachten” industry with a new home is the selfdeclared mission of Markus Oberhamberger and Katharina Krassnitzer. A clever concept comprising existing showrooms and 6,500 square metres of exhibition space for the Trachten Order Days allows Austria’s largest order centre to offer the industry a home – and a perspective far beyond the venue itself. Text: Janaina Engelmann-Brothánek. Photos: Brandboxx

“Tracht has a long history here,” says Markus Oberhamberger, Managing Director of Brandboxx. “The Trachten-Premiere event had been hosted by our venue for many years until we decided to provide an independent proposition.” Since 2020, the team lead by trade show manager Katharina Krassnitzer has been working intently for and with the industry. The first dedicated trade fair, the Trachten Order Days, finally took place in August 2021. “It was a resounding success. We received fantastic feedback.” A combina212

style in progress

tion of permanent showrooms of brands such as Sportalm, Wenger Austrian Style, Berwin & Wolff, Kinga Mathe, Krüger Dirndl, Stapf, h. moser, Hammerschmid, Steinbock, and Mothwurf, and exhibitors including Alpe Adria Manufaktur Strohmaier, hangOwear, Bittner Hüte, G’weih & Silk, Mogo, Isar Trachten, Pezzo Strick, Tofana, and Xaver Luis, meant that buyers from Austria, South Tyrol, Bavaria, and other European countries enjoyed the privilege of viewing a total of 140 brands. A shuttle to Gusswerk, where other alpine lifestyle brands maintain showrooms, perfected the ensemble. THE BIG STAGE

“The Corona crisis, which caused the cancellation of traditional festivals and celebrations, hit the Trachten industry particularly hard, making a pragmatic, vibrant proposition to these companies all the more important,” says Oberhamberger. However, the initiators of the Trachten Order Days have bigger plans. “We will listen closely when the indus-

try expresses the desire to reinstate a major collaborative platform. When that time finally comes, we are ready to take to the big stage at a different venue in Salzburg,” reveals Krassnitzer. “There simply is no better place for showcasing Trachten and alpine lifestyle. Both exhibitors and buyers love visiting Salzburg,” Oberhamberger argues convincingly. The two Tracht events in spring (HOT 1 Tracht & Mode Order Start on the 25th and 26th of January 2022 and Trachten Order Days from the 25th to 27th of February 2022) are well-booked; the February date has been brought forward at the industry’s request and is already booked to capacity. “We sincerely hope that the pandemic situation will permit a regular event schedule, not least because the Trachten industry itself is brimming with optimism. Everyone is really looking forward to the first season when folk festivals can take place again. And this optimism is best experienced live,” says Krassnitzer.


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Articles inside

Editor's Letter

3min
page 258

Everything Is Energy

1min
page 255

I’ll Take That

1min
page 252

It’s Good To Be a Child

1min
page 254

Marketplace With Happiness Guarantee

1min
page 253

Responsible Innovation

2min
pages 250-251

Perfect Match

1min
pages 248-249

Art, Design, Tailoring

1min
page 245

Two Picture-Perfect Stores

2min
pages 246-247

“Stationary Retailers Are Our Brand Ambassadors”

3min
pages 241-244

“How Green Are We?”

2min
page 235

Passionately Analogue

6min
pages 238-240

“Reduce to the Max”

4min
pages 236-237

“Our Customers Demand a Holistic Experience”

5min
pages 232-234

How to Reintroduce Pleasure to Consumption?

5min
pages 229-231

Disruption in Store Design

11min
pages 218-228

Tailoring With a Modern Twist

2min
pages 215-217

A New Home for Traditional “Tracht”

2min
page 214

Clothing Reflects Feelings and Moods

2min
page 213

“We Remain True to Our Values”

2min
page 210

Dawn of a New Era

2min
page 211

Committed to Heritage

2min
page 212

“The Time Is Right for Our Product”

2min
page 209

“Subverting Norms and Classicism”

5min
pages 206-207

That’s the Spirit

2min
page 208

Time to Shatter the Glass Ceiling?

14min
pages 200-205

“Open-Mindedness and Flexibility”

2min
page 199

Conveying Passion

2min
page 198

“It Is Time for a New Management Culture”

2min
pages 196-197

“We Need To Nurture Talent”

5min
pages 194-195

Unrestricted Creativity

2min
page 193

What Does Optimal Leadership Entail?

4min
pages 190-192

“This Is Couture”

2min
pages 186-189

“This Is Grade A”

2min
page 176

“We Aim To Be Ahead of the Times”

3min
pages 178-179

Off to New Horizons

4min
pages 180-183

“We Have a Finger on the Pulse”

2min
page 177

Full of Character

3min
pages 174-175

“We Invest in the Brand”

2min
page 173

Pioneering Spirit

2min
pages 170-171

Always Honest

2min
page 172

“A Brand Needs to Take a Stand”

2min
pages 168-169

“We Are Looking Forward To Turning 101 and 102”

2min
pages 166-167

Next Level: Made-to-Measure

4min
pages 162-163

How a Collective Brain Works

4min
pages 164-165

The Principle of Play, Fun, and Excitement

9min
pages 152-161

Data for Good

5min
pages 148-151

Al Italoamericano

1min
page 114

Triple Jump Final

5min
pages 144-147

“This Is the First Time That NFTs Have Utility”

10min
pages 138-143

The Rock & Roll of Gen F(ortnite

2min
pages 132-133

“Digital Fashion Is the Fast Fashion of the Future”

9min
pages 134-137

Fashion Cashmere

1min
page 115

“Conquering the Global Accessories Scene”

2min
page 116

Sartorial Street(wear

12min
pages 117-131

Take a Look

1hr
pages 36-99

“The Future Draws From Roots”

1min
page 112

“We Picture the Future of Trousers!”

1min
page 108

“Let Humans Do What Humans Do Best”

13min
pages 100-107

Iconic Boots

1min
page 113

“We Strive to Create Everyone’s Favourite Jeans”

1min
page 110

New Shapes, New Nuances

1min
page 111

Next Level

1min
page 109
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