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Published
Dec 11, 2011
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Denim by Première Vision attracts 22% more visitors

Published
Dec 11, 2011

At its last session, which took place from November 30 to December 1st, the denim trade show gathered 2,552 buyers. This 9th edition thus saw a significant increase in attendance in comparison to the December 2010 edition, which welcomed 2,088 professionals. The number of overseas visitors also increased from 70% in 2010 to 73% this year, with a particular rise in attendance from certain countries.

Denim by Première Vision
9th edition of Denim by Première Vision

The fair’s organiser registered a bigger presence of buyers from Northern Europe, especially from Germany (+24.5%), Sweden (+24%), the Netherlands (+31%) and the United Kingdom (+15%). Although most of the people at the event were European, many more visitors from the US attended the show this year (+41%). As for the most represented countries, France came in first place once again, whilst Italy remained in second place with a 6.5% increase in Italian visitors. Finally, Spain saw the biggest rise (+43%) and Turkey, whose manufacturing industry is at its strongest, also saw a 30% rise.

As for the 81 companies exhibiting at the fair (+15.7%), its representatives were very pleased with the abundance of activities, with some even saying that they could have done with an extra half a day. “Denim by Première Vision has become a key trade show which attracts the market’s biggest players. The profile of exhibitors has also evolved and their product offering has expanded”, said Etienne Monami, manager of the French market for Spanish company Textil Satanderina, which has been exhibiting at the trade show since its launch.

After putting a lot of effort into making their collections more eco-friendly, these companies are now working on “high-tech” products for the Spring/Summer 2013 season. Be it improving their hard-wearing quality and elasticity, or even using laser technology, the range of denim products is currently very broad and diverse.

“Today, eco-responsibility is a ‘must’ and all credible industry players take that into account,” explained Première Vision’s fashion director Pascaline Wilhelm. “Now we’re seeing fabrics with cosmetic properties being offered. In terms of style, that cowboy look with ripped jeans is no longer fashionable. Now it’s much more about a neater and clean look with vivid colours, soft both to the look and touch. The development of laser technologies also offers numerous possibilities to be creative.”

Première Vision announced the presence of key industry players (G-Star, Teddy Smith, 7 For All Mankind, Levi’s, Mustang, etc), chains (H&M, Celio, Mango, Quiksilver, Abercrombie & Fitch...) as well as large retailers (La Redoute, Marks & Spencer, C&A, El Corte Ingles …).

The organiser also took the opportunity to reveal the launch of Denim by Première Vision Asia, which will be held for the first time in Shanghai during the third week of October 2012. Until then, the next edition of Denim by PV in Paris will take place on May 23-24 2012.

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