Who's Next & Premiere Classe Who's Next & Premiere Classe
Who's Next
Premiere Classe

Paris, Porte de Versailles

Who's Next and Premiere Classe:
an edition full of orders and creative energy

The leading international professional fashion and accessories trade shows at the Porte de Versailles have closed the doors to their first event in 2017 on a positive note. The two trade shows have been a platform for a new-found energy, indicating an improved market dynamic.

A reassuring edition marked with the return of numerous leading buyers and boutique owners, efficient services for visitors, acclaimed conference programme and events; a positive general energy which reconnects the trade shows to their initial role: to stimulate the desire to buy, discover new brands, trigger sales and the flow of orders, and bring back together the fashion community.

The return of outside-Europe buyers and the welcoming of new profile of visitors

Many different exhibitors from a range of sectors have noticed the arrival of new accounts as well as the upholding of their "regular" visitors. Nevertheless, the distributors have reduced the number of coworkers present, which explains a final visitor count of 45 192.

For the French market, one can note the return of multi-brand boutiques and selective concept stores such as Deschilder (Lille) for leather goods or Michard Ardillier (Bordeaux) for shoes. Also worth noting, is the arrival of new french buyers, new regional boutiques and/or e-shop's; finally, according to confirmation given by several exhibitors, important orders have been placed by department stores.

On an international level, there is a consistency in european buyers and above all the return of outside-Europe, with a notable 27% increase in Japanese and 8% more American buyers. Those from the Middle-East also placed some big orders, especially in the Studio and Private areas, where eveningwear brands have been very successful.

Connected to the Premiere Classe trade show via its young designers corner, the Fame area and its mix of established brands and new innovative designers has united a large number of qualitative buyers.

The trade shows are standing together with the fashion community in order to find and share solutions for tomorrow

The trade shows saw record breaking crowds at the 25 conferences and the 44 workshops, including those given by the six experts from the Retail Expert Club: this free advice service saw, incidentally, a growing success (more than 500 individual meetings) with retailers, but also - for the first time - with brands.

Among the conferences, three in particular were a roaring success: "The new fashion business models", "The women who are shaking up the lines" (which united a panel of five inspired and inspiring women), and finally the conference on e-commerce, led by the director of Alibaba. This success was amplified by the online success of the Facebook live streams which saw up to 5 000 viewers per session.

The new "service hub", which brought together the conference space, the VIP buyers office, the press office, the Fédération Française du Prêt à Porter Féminin and the Retail Expert Club, has been - more than ever before - a meeting place and a networking spot. This hub which was connected to the Trendy and Urban areas in Hall 7.1, has emulated the spirit of Who's Next, mixing inspiration, positive energy, business and solutions.

Also held in Hall 7.1, the opening party held on Friday 20th, entitled: "Generation Z takes over the Porte de Versailles" kept all of its promises. Exhibitors and VIP buyers gathered with designers, digital influencers and gamers belonging to Generation Z, who spread the word of the trade shows beyond the Porte de Versailles, through their many respective influential and well-connected communities.

This party was part of the numerous animations and content designed in link with the running societal theme Girlsquad which the trade shows had chosen to convey this season.

The transversality of the offer: a founding session and a promising approach

By multiplying initiatives to increase the crossover between fashion and accessories but also beauty, home decor and lifestyle, Who's Next and Premiere Classe shook up the traditional habits of fashion trade shows in response to a new demand.

With this objective in mind, and in order to convey their entire brand universe, some exhibitors, notably those in Urban and Trendy and Premiere Classe, have decided to showcase a mix of their ready-to-wear and accessories collections. The new open stands have enabled brands to takeover the design of their booth: in all areas, they have received a positive feedback and have attracted more visitors.

As for the Studio and Private areas, we can acknowledge the success of the "Girls with Curves" initiative, dedicated to plus-size womenswear: with very promising results, this initiative has gained the attention of specialists in the field.

Also worth acknowledging is the success of the six lifestyle pop-up markets which were mixed-in amongst fashion and accessories stands; Klin d'Œil, Bonheur, Hotel Boheme... These areas mixing home decor, beauty products, and many other complementary items have energised the trade shows, brought extra traffic, and allowed people to buy certain items directly.

Who's Next and Premiere Classe, through their complementarity, their transversality and the diversity of their offers paired with their improved legibility, make Porte de Versailles an unrivaled creative and transactional platform for fashion, accessories and lifestyle brands.

Meet us again from 2nd March to 5th March 2017 for the next edition of Premiere Classe Tuileries and Paris sur Mode Tuileries and from 8th to 11th September 2017 for the next edition of Who's Next and Premiere Classe.

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