Jeans fair of the future

Last weekend, over 250 jeans styles were on show at denim trade fair Jam held in Köln. Only in its third season, the fair attracted 6000 visitors. Jam seemed to take its inspiration from the more traditional organised fairs with a car park in the field, a small uniform stand building and not to much nonsense.
The atmosphere had a kind, but yet professional feel to it. “The move of Jam from Muchen to Köln turns out to be a great decision, now the event is located at a more central place for both Germany and the Benelux”, says organiser Günter Sommer.

Not just the location, but also the presented brands seemed to contribute to the high visitors number of the fair. A wide selection of labels were on display including Swedish brand Cheap Monkey, Hello Kitty and Viva Maria offering fair visitors more then just jeans.

A fresh interior, identical for each brand made it possible for visitors to concentrate on the products and collections. This way Jam wanted to focus on the business aspect of the fair, and not solely on mass entertainment. Jam prefers to create time for everyone to interact with each other and discuss opportunities, then pack up the fair with people.

For the future, Jam Director Sebastian Klinder is looking to organise a strong and solid jeans fair and concentrate on Germany and the Benelux. When the time is right he would like to further develop Jam internationally.