]erman Karneval goes by several different names — including Fasching, Fastnacht, and Fassenacht. It’s known throughout the world as a giant festival of fun, based on ancient local traditions. The season starts 52 days before Easter and ends with a week-long celebration before Ash Wednesday consisting of parties, fancy dress parades, balls, banquets and general mayhem.
The Germans call this ‘the fifth season’, which shows how important Karneval is to large parts of the country. And Karneval is big news beyond Germany too – particularly Switzerland, Austria and Luxembourg — where merry-making and street festivities add colour and excitement to city streets on key dates. So as Karneval 2018 reaches its noisy peak, let’s take a look at the power of tradition in local communities, and how physical retail can engage fully and fruitfully in these important social occasions.
Join the parade
German retailers are becoming ….