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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