style in progress 1/2023 – SEEK

“OUR INFLUENCERS ARE THE SEEKERS”

The core segment of Seek is traditionally bubbling with activity, as the trade show’s focus is on agile, progressive brands. The increasing success of new D2C and social media brands has led to a lively discussion in the halls of Seek about what impact this trend will have on the streetwear market. As expected, the answers are pretty encouraging.

What concrete influence do the changes in the streetwear market, which are currently primarily driven by social media, have on Seek and its exhibitors?

Marie-Luise Pratzelt, Show Director Seek: Seek is about community, as is social media. People follow each other, exchange ideas, comment, interact, and inspire – physically at Seek, digitally via social media. Our influencers are our great exhibitors, the Seekers if you will. They literally provide influences. We have always presented the personal brands of characters, creators, and industry pioneers. We tell their stories, discuss their values and products. It is a people’s business. Due to the extreme speed and constant change shaped and demanded by social media, values like consistency and sustainability have become incredibly important. This strong foundation is the only way to offer an opportunity for change and trends.

The heart and soul of Seek is the community spirit, which is particularly celebrated in sports and streetwear. What does Seek do to continually strengthen and retain its community?

For us as organisers, it is important to fulfil our role as great host and stimulus provider. We offer space and scope for our community to improve its networking and exchange of ideas in a positive atmosphere. The aim is to create an inviting and open environment where everyone enjoys coming together to share knowledge, experience, and enthusiasm over a drink. It is all about that special community vibe that has always formed the DNA of Seek.

We are observing an emerging D2C approach in the market, especially among young brands. How do you handle this development, as it directly affects your customers?

Naturally, we have also identified this trend, and responded to it last July by introducing our new The Ground event concept. We are planning to repeat the event this summer. We strive to – and need to – reflect the entire fashion ecosystem, and this also includes the merging of B2B and D2C. It creates new, exciting, and particularly colourful synergies and dynamics. Our focus during the winter editions remains on our core business: the B2B trade fairs Seek and Premium. This is how we create the best possible combination of all worlds in the interest of the entire community.

Powerful values such as an equal community, honest sustainability, and fairness are integral to Seek’s philosophy – and intersect with the demands of Gen Z.

“We consider ourselves to be both stage and foundation. We supply the paper, the ink, the marketing, or the pixels, while our brands provide the stories,” says Marie-Luise Pratzelt, describing Seek’s mission.