Tradeshow review : Who’s Next / Paris

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Capture d’écran 2015-04-14 à 09.13.54

THE KING IN EUROPE

The Who’s Next tradeshow is the one not to be missed. It is one of those massive events where 4 days are not enough to see every worthwhile supplier. It takes place at “Porte de Versailles” in Paris, in giant warehouses, packed with garments, hangers and plastic dummies for the occasion. Twice a year, 2,000 exhibitors and 40,000 visitors from whole Europe come to make business, establish new connections, see and be seen.

For sure, it is a not-to-be-missed event in the wholesale fashion industry.

As all major tradeshows, the Who’s Next occurs two times a year:

  • End of January
  • Begining of July

It is Berlin’s Bread & Butter’s biggest rival in Europe. Year after year, both tradeshows have recorded a spectacular growth. Therefore, both tradeshows have made the choice to open themselves to mass market brands in their race towards size. It is one of the rare fair in France where you will be able to find mainstream and affordable wholesale clothing.

Nevertheless, the positioning has slightly changed in the recent years: while the Bread & Butter has focused on urban fashion and jeanswear,the Who’s Next has chosen to highlight new designers and high end womenswear. Logical adaptation to the local retail market.

STRATEGIC MOVES TO REMAIN THE MARKET LEADER

Like in every business when you are a market leader andorganic growth is not sufficient to pre-empt the competition, buy out the competitors.

Thus, to keep its crown, the Who’s Next acquired the Prêt-à-porter tradeshows in 2010.

And in order to complete its offering, the tradeshow has merged with “Premiere Class”, a reference in the accessories tradeshows. Hence, one single visitor ticket will grant you access to both areas. On the other hand, it doubles the number of possible buyers for your brand.

SPECIFICITY AND ADVANTAGES

A specificity of this tradeshow is that, year-over-year, most of the suppliers are recurring exhibitors, showing how crucial the show is for their business. Indeed, it is a great entry door over the French market in terms of exposure, and maybe the only one for mass market fashion.

As a brand,  we strongly advise to take a maximum of appointments and send a large number of invitations before the show in order to be efficient. The bigger the show is, the harder is the competition. Who’s Next is one of those show where visitors know in advance who they want to visit.

 

GEOGRAPHICAL SPLIT OF BUYERS

FRANCE

About 40,000 visitors, or 60% all attendees. (half of them from Paris region)

EUROPE (excl. France)

About 15,000 visitors, or 75% of all foreigners. Most represented countries being:

  1. Italy
  2. Belgium
  3. Spain
  4. UK
  5. Turkey
  6. Switzerland
  7. Germany

ASIA

About 3,000 visitors, or 15% of all foreigners. Most represented countries being:

  1. Japan
  2. China
  3. Corea

AMERICAS

About 1,000 visitors, or 4% of all foreigners. Most represented countries being:

  1. Usa
  2. Canada
  3. Brazil

MIDDLE EAST

About 600 visitors. Most represented countries being:

  1. Israel
  2. Lebanon
  3. Saoudi Arabia

 

Brands and disposition:

In the latest edition, the tradeshow has been divided in 4 areas:

  • Fame
  • Private
  • Studio
  • Trendy
  • Urban

Fees:

The price is quite high for brands, maybe too high if you just want to get exposure. Stands and animations from big brands are massive there, so you should really focus on creativity to make the most out of your stand. Create a universe, stand from the crowd.

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