REINHARD HAASE

(26) CEO, UNIFA GROUP

In the past, retailers looked out for new denim products and developments in trade shows, but today, fairs are no longer visited as much as showrooms, and even there retailers only really look at brands with which they have pre-scheduled appointments. Take True Religion: multiple retailers still associate the brand with thick seams and therefore categorically reject it [even though the brand has moved on]. Buyers have to travel more and become curious again. As someone who has been in the business for so long and has worked as a retailer with Jades, as well as a producer, distributor and agent, I can also say that denim has cycles and we are now at a stage where the customer wants new qualities. But that's not unusual; we've gone through these stages several times. That's called a trend. We sell denim well, more for women than men, because there are too few good men's retailers, but the hype for the blue fabric is missing – it must be pushed again.