Bogner: virtual brand experiences and a new approach

For the first time, Bogner is presenting its complete ‘World of Bogner’ at Premium in Berlin, encompassing the full range of collections as well as a selection of franchises. With 180 square metres of exhibition space, national and international trade visitors and media representatives will be able to gain a comprehensive overview of the winter collection for 2017/2018. The traditional firm from Munich entices trade visitors to its stand with its experiential, virtual winter wonderland. Bogner has installed a holodeck in partnership with the Fraunhofer Institute – the ingenious technology transports visitors into a virtual world in which they can move around freely and explore the Time Tunnel to time-travel back through Bogner’s history of sports fashion from 1932 to the present day.

What's more, the label has realigned its brand vision. Bogner’s objective is to establish itself worldwide as a leader in the sports fashion segment on a luxury and premium level. With this in mind, the brand new ‘B-Athleisure’ area functions as a bridge between sport and fashion, offering sporty, ready-to-wear outfits that fuse activewear with street style and fashion influences.

“I am pleased to say that, this year, for the first time, we will be showcasing the complete ‘World of Bogner’ at Premium – the perfect platform to be able to exhibit the initial results of our strategic ‘Sport Fashion’ realignment. Premium is an important trade show for the international market and, in addition, a superb opportunity to enter a dialogue with our existing customers and expand our contacts list at the same time,” says Bogner’s CEO, Alexander Wirth. Participating in Premium is an important step, he adds, for promoting Bogner’s realignment and creating a buzz among new national and international retailers around the collection and, by extension, around the company as well.

The Willy Bogner GmbH & Co. KGaA company, which has its headquarters in Munich, is a successful, international lifestyle business and a leading supplier of exclusive sports fashion, luxury sportswear and designer fashion. The business was founded in 1932 and today employs over 800 employees globally. It operates the Sônia Bogner, Bogner (Woman, Man, Sport, Kids) and Bogner Fire + Ice brands, plus franchises, in over 50 countries around the world.

You can find Bogner at PREMIUM Berlin in Hall 4.

Images: Bogner