page 1
page 2
page 3
page 4
page 5
page 6
page 7
page 8
page 9
page 10
page 11
page 12
page 13
page 14
page 15
page 16
page 17
page 18
page 19
page 20
page 21
page 22
page 23
page 24
page 25
page 26
page 27
page 28
page 29
page 30
page 31
page 32
page 33
page 34
page 35
page 36

Feature| Exhibition World14| January 2011| In 2009EWreported on the Parisian fashion anddesign tradeshows that take place twice every yearat Porte de Versailles, looking at what they weredoing to move the events on for 2010. The events,which take place at the end of summer and winter,trade heavily on the international pull that Paris has fordesigners and fashionistas across the globe. Together, the shows are seen as a hotbed of designexcellence, with a proportionally higher number ofoverseas visitors and exhibitors attending these eventsthan most international exhibitions, all keen to learn howto do it like the French.Paris and the surrounding region is home to more thanfour fifths of France's international tradeshows. However,for ready-to-wear fashion, lingerie, textiles and homefurnishing, the French capital can consider itself Europe'sinternational home.One year on, with fewer people making internationaltrips, how have these shows been adapted for success?Valerie Lemant the head of lingerie and swimweartradeshow division atEurovet, the organiser thatmanages Mode City and Interfilieres Paris. She has beengoing after first-time exhibitorsto ensure numbers don't slide.It's a goal that is as much anattempt at selling the idea ofexhibitions as a marketingmedium to potentialexhibitors, as it is making abooth at your show seem anattractive investment, shesaid. "It is quite difficult to visualise for exhibitors whowant to attend for the first time," said the former Reedshow director. "The promise we have to make to thesecompanies is that it is easy to rent a booth; that it is easyto come to Paris and exhibit. We have to tell them that thematerial organisation is easy and the price is the rightprice under these conditions."Lemant claims that while she did not struggle to getrebookings in 2010 -a problem that for her waslargely confined to 2009 -the demands of the marketin 2010 necessitated changing the way her teammarkets the events.THE MAGAZINE FOR THE GLOBAL EXHIBITION COMMUNITY WWW.EXHIBITION-WORLD.NETDoing it like the FrenchEWrevisits the organisers of the Paris region exhibitions to see how they have beenworking on their shows throughout the tough year that was 2010.Valerie Lemant

Exhibition World | Feature15Eclat de Mode and Bijorca international sales managerSandrine Phileasclaims the spring 2011 edition of thejewellery show has won around 100 first-time exhibitors,an achievement that ameliorates the increased difficultyshe faced in securing rebookings throughout 2010.It comes as a result of overseas campaigning, and theincreased profile of her role as the domestic Frenchaccessories market weathers the economic storm. "Inthe past we made more turnover from French exhibitorsthan the internationals. Now French exhibitors aresuffering, they take a very long time to rebook," she said."Even if we make specific offers, they prefer to wait andpay later at the standard rate."Phileas has worked with the Eclat de Mode team tointroduce a series of packages aimed at ensuringexhibiting at the show is a viable offer for anyoneconsidering attending the exhibition. Another method of ensuring return overseas visitors isto go abroad and get them yourself. Boris Provost,communications director at Paris streetwear showsWho's Next and Premiere Classe, worked hard last yearto ensure a constant stream of international exhibitors byforming partnerships with the organisers of fashionweeks in Sao Paolo and Montreal. It served both to giveFrench designers a presence in those countries, andoffer a window to the Paris events for potential exhibitorsin their local markets.Exporting the show to the right market will also help theoriginal show's branding. Dubai for example, a placeoccupied by people with a proportionally higher level ofdisposable income than most, makes an ideal place tolaunch a fashion show. "Webelieve in the Middle East[fashion exhibition] marketplace, but in order to set-upyour brand by yourself youneed a strong relationshipwith a local partner," saidProvost, who is also managerof the recently launchedWho's Next and PremiereClasse Dubai. "When you meet someone from theMiddle East in Paris, you have to go to the country andset-up an interview for relationships to make goodbusiness and develop the brand."Phileas, too, saw Eclat de Mode launch in anotherterritory - this time the US - not only to exploit the localmarket but to promote the brand and bring freshoverseas business to the flagship event in Paris.However, standards in the US were not what sheexpected and the venture risked dragging the name ofthe brand down, so they withdrew. After all, it makes nosense to push your brand internationally only to see itdevalued in a market you have singled out to bring youmore business.Provost has other partnerships abroad, but primarilyas a way to help the French industry export through theuse of pavilions. He is also looking to launch an areadedicated to beachwear with Eurovet in September, apartnership that could see him working quite closelywith Lemant. It's by working together in this way, presenting a unifiedfront and creating an air of collaboration that these co-located Paris events hope to keep their stock high withthe international crowd throughout 2011. "We want tospeak only with one voice. Not to show that Paris is thestrongest, but that in Paris there is a huge offeringoffering of fashion," said Provost.Lemant attributes some of Mode City and Interfiliere'ssuccess to an almost missionary approach to gainingsupport, winning new overseas exhibitors one region ata time, a method that Eurovet adopted the year therecession set in. "We have been on a mission around the world tosecure the business," she said. "The Japanese marketcomes to Paris to catch a designer; it's important to bethere to be current. We choose to introduce Europeantalent to come and shop in Tokyo and reach a differentbuyer, the domestic market that does not come to Paris.It's about giving them the confidence to attend."To be present in Paris is to secure the internationalcredibility and be recognised as an internationaldesigner, but it is not enough. We have to develop, andto expand the business."Of course it's crucial to ensure that once you've gotthem, they are inclined to return the following year. AsLemant said: "If one has a problem, on their first time inParis, they will not be back. It's really important to helpthem find their way." THE MAGAZINE FOR THE GLOBAL EXHIBITION COMMUNITY WWW.EXHIBITION-WORLD.NET| January 2011|Boris Provost