Denim Première Vision attracts brands to Paris

By

Olivier Guyot

Translated by
Nicola Mira

Published
Nov 9, 2016

Statistically, the result was not flattering. Last year, the autumn session of the Denim Première Vision trade show attracted over 3,800 visitors, while the latest session, ended on 3rd November, recorded an attendance of 2,300.

The organisers have underlined how challenging it was to set up a show with 80 exhibitors, only a few weeks after announcing it would leave Barcelona. which put last week´s Paris show in recovery mode. Still, the event attracted 1,225 companies from a wide range of countries: France (22% of visitors), Turkey, Italy, the UK, Spain, Germany, the Netherlands, the USA, Belgium and Tunisia. The organisers stated that international visitors accounted for 74% of the total last year.

"We are never totally satisfied, but we knew that there was an element of risk involved," explained Chantal Malingrey, in charge of the organisation. "We returned to Paris and, with precious little time available, we have met the expectations of exhibitors and visitors. French ready-to-wear and luxury labels, such as Lagerfeld and Chloé, were notably present."

The show was held at the Paris Event Centre, which was split in two distinct areas. The booths in the compact exhibitor area were all of a similar size, allowing each brand to clearly showcase its Spring/Summer 2018 range. The season's trends could instead be explored from the show's entrance, within a revised and more compressed area. "We have used a much more selective approach to product presentation, adopting a more experiential style which was beneficial, and was remarked upon by buyers," stated Malingrey. The section was boosted by the presence of the Premiere Vintage Market, organised with Denim Boulevard, which showcased items such as aviator leather jackets, denim shirts, military-style jackets and even kimonos.

The organisation intends to focus on this element, and on providing industry insights for future editions. In 2017 the trade show will celebrate its tenth anniversary, and promises a few surprises for its editions scheduled for 26th-27th April and 2nd-3rd November.