Zalando, which bought the bankrupt Bread & Butter trade show in Berlin last June, says it will stage the first consumer-oriented B&B show on Sept. 2-4 at Arena Berlin, where the Bright and Seek trade shows were held earlier this week. Zalando was looking for a new site for its fashion festival as the Senate of Berlin had decided to keep using the premises of the Tempelhof airport to accommodate refugees. With this new event, called “Bread & Butter NOW,” Zalando wants to offer brands a platform to promote themselves. It will feature events combining fashion and entertainment and a conference for bloggers and digital natives interested in fashion. The so-called “Bread & Butter by Zalando” will be digitally connected with consumers worldwide, and it will play a role in Zalando's advertising and product mix policies. 

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