Fabrics trade show Denim PV recently announced it will move to London in December 2018, change dates and become itinerant in the future (also see Denim Première Vision moves away again). Here, denim insiders and brands share their opinion on whether all these changes will help the show return to being the first international denim-focused event.

 

Andrea Di Gaetano, export manager, Albiate 1830, Italy:
“We exhibited at Denim Premiere Vision three seasons ago and we were quite disappointed. We think that moving the show from Paris to Barcelona and the again to PEC in Paris were not good moves. We like the idea to be in Paris because it can be reached from all over Europe–including Northern European countries–though the Paris Event Center location was not the right one. Let’s hope the new one the show will move to in May can help its recovery. The idea that the December edition happens in London is interesting as it is hard for us to find clients there and participating a show in London could give us an opportunity to meet some.  Right now we are still considering what fashion shows we will participate in the future.”

 

Ebru Ozaydin, Artistic Milliners
Photo: Ebru Ozaydin, Artistic Milliners
Ebru Ozaydin, Artistic Milliners

Ebru Ozaydin, director of sales and marketing USA, Artistic Milliners, Pakistan:

“Denim Premiere Vision has been one of the iconic and longest running trade shows in our industry and Chantal Malingrey and her team did great job nearly for 10 years. We owe a big thank to her! Regarding the new location of the show, after 10 years, it would create new excitement as London is one of the most important European fashion cities with a strong denim background and Shoreditch is one of the most visited areas by denimheads during market trips. However, December might be a tricky month for designers and brands as they would have to finalize the collections (and holiday season) but as development now becomes a continuous process, therefore brands are always open to see newness.”

 

Maurizio Zampollo, Berto
Photo: Maurizio Zampollo, Berto
Maurizio Zampollo, Berto

Maurizio Zampollo, creative director, Berto Industria Tessile, Italy:

“Moving to London could be very interesting for us. London could be a good choice as we are now starting to enter the UK market and recalling an increasing success by participating the Fairtrade London show, a show specialized in fabrics though not focused on denim. We see an increased interest for our products there and in the future we might be part of a small area dedicated to denim as there are no shows specialized for denim specialists happening there.”

 

Hamit Yenici, Calik Denim
Photo: Hamit Yenici, Calik Denim
Hamit Yenici, Calik Denim

Hamit Yenici, general manager, Calik Denim, Turkey:

“I think that moving to London is a smart move since people love to see new places which can be a source of inspiration for them. This new location could help the show become more attractive for more companies though I believe that only changing location is not enough. A mix of factors including good organization, creative concept, different exhibitors and similar aspects would support the success.”

 

Tricia Carey, Lenzing
Photo: Tricia Carey, Lenzing
Tricia Carey, Lenzing

Tricia, Carey, director global business development for denim, Lenzing Fibers, Austria:

“Lenzing hasn’t exhibited at Denim Premiere Vision for more than two years and will not join it even though the show is planning changes for their location. The denim trade-show space is very crowded and we prefer to balance trade show participation with direct customer visits and separate marketing initiatives."

 

ANDY_ZHONG_PROSPERITY
Photo: ANDY_ZHONG_PROSPERITY
ANDY_ZHONG_PROSPERITY

Andy Zhong, marketing director, Prosperity Textile, China:

“I think the move is good for the industry. In the apparel business, you need fresh ideas and new inspirations always, so once a year in Paris and once a year in another European city would attract different visitors from more markets. It’s also making exhibitors have more chances to get in touch with more diversified buyers. So we would keep joining the shows for sure.”

 

David Bardinm, Tavex
Photo: David Bardinm, Tavex
David Bardinm, Tavex

David Bardin, sales manager, Tavex, Spain:

“We think it's a good idea. Changing location is interesting, for the opening of new markets and also as it is twice a year or four as it happens for those who also go to Premiere Vision, (as is our case). This way it is not so boring. It is more complicated for logistics and organization but we think it is more attractive. We will continue supporting Denim Premiere Vision.”

 

Alberto Guzzetti, Tejidos Royo
Photo: Alberto Guzzetti, Tejidos Royo
Alberto Guzzetti, Tejidos Royo

Alberto Guzzetti, sales manager, Tejidos Royo, Spain:

“Denim Premiere Vision addresses a mass market that is not interesting for us. Plus if it starts to become itinerant even less. Its choice to exhibit in London is even less strategic for us as it will be visited by far more Asian visitors than before. No, thank you. We don’t need that. I think that a good solution for Denim PV could be skipping a season, like for instance the next May edition, and move the show to July presenting new collections for spring/summer 2020 rather than a belated presentation of f/w 2019-20. I also think that a better location where it could take place is Milan. I think Italy continues to be the key country for the denim. In fact, 40% of the denim companies based outside of Europe continue hiring Italian experts: Italian know-how still rules in this market.”

 

Deborah Turner, Vicunha
Photo: Deborah Turner, Vicunha
Deborah Turner, Vicunha

Deborah Turner, marketing manager, Vicunha Europe, Brazil:

“This show definitely needs a new approach and location, but it’s important to note it needs to change on two main points. The first one is location. Everyone loved Barcelona and there was a general level of disappointment when it moved to Paris. The second key aspect is timing. By the beginning of December most buying teams have more or less planned where they are going to place their bulk orders. At that point it is just a matter of finalizing the details, so the question is: will it be too late anyway?”

Ines Rust, Dawn
Photo: Ines Rust, Dawn
Ines Rust, Dawn

Ines Rust, designer and co-founder, Dawn, Germany:

“We view the relocation of Denim PV positively and hope for a more vibrant environment and a more contemporary and fashion-oriented orientation. We are currently breaking away from the fixed seasons and our developments are ongoing. Therefore, the different dates of the trade fairs are advantageous.”

 

Erwin Licher, Herrlicher
Photo: Erwin Licher, Herrlicher
Erwin Licher, Herrlicher

Erwin Licher, Herrlicher, Germany: 

“Barcelona was wonderful, there were four stops with the airport bus to the fair and the hotel. Not to mention the magnificent exhibition grounds. Paris is worth a visit to discover new products and go shopping after the fair. However, the fair location was quite uncomfortable and unspectacular. London, on the other hand, is very good because it can offer everything."

Ariöz Murat, Sales and Marketing Group Director, Kipas Fabrics, Turkey:

“I feel that the denim market and its professionals are very open to new experiences and often appreciate changes. For this reason we think that this new decision by Denim Premiere Vision to start taking place in London can work. Definitely new cities may gain more attraction even if, when choosing what shows to participate in, we are also always looking for factors like ease of travel, hotels and cultural impulses among others, though the success of a show also depends on its own organization. We have always participated Denim PV, even if we have started investing less in it in recent times. Now we think we can start investing more in it again. Every business needs competition and I believe this move will help fairs to move forward.”



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