By crossing the 3,000-visitor threshold, Denim by Première Vision has now fully established itself as the must-attend event in the denim community, demonstrating the real energy and optimism found in this very distinct and particular market.
Those were the kind of reactions heard in the Denim Circus ring last 22 and 23 May. Under the big marquee in the Halle Freyssinet in Paris, the Denim by Première Vision show successfully managed to bring together, enchant and surprise all the key players in the jeans industry.
Despite an economic environment that is particularly difficult in Europe, visitors came out in force to see the collections and latest developments for autumn winter 14-15 presented by the show’s 95 exhibitors (+13% over May 2012), including weavers, manufacturers/laundries/ finishers, and accessory-makers coming from the 20 most important countries in the sector.
Quality international visitors in attendance
In a lively and festive ambiance dotted by performers, acrobats and odd creatures, the 12th edition of the international denim show opened its doors to 3,108 visitors. A record-breaking attendance marking an unprecedented rise of more than 20% over May 2012!
But quantity was no obstacle to quality. The show also stood out for the high-quality of its visitors, including the most important players in the denim sector - brands, designers, and major luxury names looking for cutting-edge products: 7 for All Mankind, Abercrombie & Fitch, Acne Studios, Acquaverde, All Saints, Bershka, Bonobo, Calvin Klein, Diesel, Edwin, Esprit, G Star, Guess, H&M, Husdon Jeans, Jack and Jones, JBrand, Lee Cooper, Levi’s, Marks & Spencer, Pépé Jeans, Ralph Lauren, Scotch and Soda, Ted Baker, Tommy Hilfiger, Trussardi, True Religion, Wrangler, Zara, Valentino…. All of the above answered the call, represented by their order writers, their decision-makers and their creative teams.
And the appeal of the show extends far beyond its borders. With 72% international visitors, Denim by Première Vision affirmed its status as the must-attend global event for premium jeanswear players.
Thus, while the majority of visitors come from Western Europe, with in particular notable increases in visitors from the U.K. (+26.5% over May 2012), Italy (+10%) and France (+24%), Northern European countries and Scandinavia continue to demonstrate their strong interest in the show. These markets, specialists in premium denim, saw a 25% increase in attendance compared to May 2012, led by the Netherlands (27%), Sweden and Denmark.
The only disappointing note in Europe was a decline in attendance from Spain (-11%), reflecting the country’s economic difficulties. U.S. visitors were also present, with an increase in attendance of 5%. These are particularly high-quality visitors, including the most prestigious players and personalities in the denim world. And finally Turkey, which is always quite dynamic and efficient in jeanswear, showed strong growth this show, with a 12% increase in attendance.
A sustained and growing success that defies the economic crisis
In the course of a mere few years, Denim by Première Vision has become «one of the essential elements and triggers for the launch of our collections.» This is what the brands say. The show thus confirms its growing influence in the denim community, which has by now fully integrated and legitimised it.
This success and recognition can be explained by the strategic choices made by Denim by Première Vision. The show has skilfully addressed the differences and expectations of the sector, with an innovative and specially-adapted display; an affirmed positioning in the premium denim market; a rich and high-quality offer thanks to a rigorous selection of exhibitors and of the products presented; and effective fashion information. All these factors have helped make the show the essential selective and creative platform for international jeanswear.
And while jean imports to Europe declined in 2012 for the first time since 2001, exhibitors have shown that through innovation and creation, with an increasingly diverse offer and constantly updated proposals, denim continues to fare well compared to a significant reduction in clothing consumption in Europe.
Brands moreover have confirmed the growing importance of denim pieces in their collections. Attending the show in greater numbers, their teams have expressed their need for creativity, quality and diversification in order to stand out and meet consumer demands.
A place to meet, discuss and find inspiration
Denim by Première Vision has always sought to convey information and initiate trends in termsof fashion and denim. At the Winter Denim Arena, at the corner of a zoo, a merry-go-round, or a freak show, visitors could immerse themselves in the magic of the autumn winter 14/15 products.
