International fashion show for men's wear.
This year, too, saw Burlington represented on the big fashion fair for men’s fashion in Florence with its own stand. The Burlington trailer, which had already proven popular with visitors last summer, was now made winterproof. It was positioned in an igloo and gave the impression of a Himalayan base camp.
The Marketing, PM and Visual Merchandising team presented the products on piles of artificial snow or ice cubes. The special highlight was a larger-than-life yeti which served as a photo backdrop for visitors. In order to increase the recognition value of the yeti, the Burlington stand models walked around the whole trade fair in yeti costumes. Visitors warded off the wintery temperatures with mulled wine which was given away from the Ice Bar; the artificial campfire was, unfortunately, only warming for the spirit.
This stand concept drew a lot of attention to itself and attracted the interest of many international visitors. The feedback was extremely positive.