REPORT
25 nov. 2015
DENIM PREMIERE VISION: A BENCHMARK SHOW AND A UNIFYING, INFLUENTIAL EVENT. “There’s no doubt about it, Première Vision Denim is definitely number one!”… “For us, it’s always the most beautiful denim show.”… “These two days in Barcelona were intensely busy”… It is with this enthusiastic and optimistic feedback from exhibitors and visitors that the leading show for the upstream sector of jeanswear closed its doors of its 17th edition (the 4th in Barcelona). In addition to its always surprising scenography, ever-pertinent fashion information and its role as a unifying and influential show for industry professionals, this edition of the show that wrapped at the Fira Montjuïc in Barcelona on November 19th was also noteworthy from a business perspective. This year, 3,823 visitors took in the show’s California-style ambiance and explored the corridors of the Mansion of Denim to discover the unusual innovations and latest developments this season’s exhibitors were showing for spring-summer 17. Attendance was comparable to last year – the event drew 3,901 visitors in November 2014 –, a strong and significant showing for a sector that is both demanding and particular, especially given the tense climate in Europe and around the world following the recent Paris attacks. In addition to a strong international presence (72%), visitors also stood out for their quality. Ever loyal, the most important players in the sector were all present. As a reference and a leader, the salon continues to attract representatives from premium denim’s leading markets, notably in Europe and the United States. Above all, this rendezvous is about making contacts: every season, Première Vision Denim gathers a true community of people who are passionate about the jeanswear industry for two days of discovery and exchange. Business trends, fashion directions, and creative and/or innovative technologies inspire exhibitors and visitors alike, and their feedback is unanimous: while this event is the unrivalled meeting point for the worldwide denim industry, the show also serves as an indispensable work tool, a must on their calendar each season.
A rich and unique offer in service of the worldwide denim industry Thanks to a specialized and rigorously selective offer positioned at the forefront of creativity and innovation, and updated every season, Première Vision Denim can answer the needs of the highly specific premium denim market, which is always in search of exclusivity and refined products. Due to its focus on bringing efficient and adapted solutions to all professionals in the sector, the show is also recognized for the diversity of its offer and the know-how it presents. A rich and creative international offer that covers all the specialized aspects of the denim industry: u 87 international exhibitors including some of the most influential in the sector, which constitute the essential players in the value chain of producing and manufacturing denim worldwide: ü Weavers (52%), manufacturers/washes/finishings (19%), accessories makers (22%), fiber producers and spinners (2%), technology developers and promotional organizations (5%); ü 80% loyalty rate among exhibitors ; ü 74% of businesses located within the European Union and Mediterranean basin ü Of creative denim specialists: 24% are from Asia, and Japan in particular; ü 2% of exhibitors from the United States. u Know-how, new collections, unusual developments and leading edge technologies from 21 manufacturing and producing countries with a high added value representing the leading markets in the jeanswear industry - Turkey (33% of exhibitors), Italy (14%), Spain (8%), Morocco (8%), as well as Japan, France, Germany, Pakistan and Hong Kong.
Focusing on creativity and imagination made it possible for professionals to highlight the quality and creativity of their products and spring-summer 17 collections on stands that stood out for their originality.
A qualitative and very international audience This season, Première Vision Denim once again attracted high-quality visitors from the leading markets of the denim industry. Premium and upscale fashion and jeanswear brands, pure players, major distribution groups, independent stylists and leading names in luxury all came to preview and discover the best the denim industry has to offer, represented by head buyers, decision makers and creatives: 7 for all Mankind, Abercrombie & Fitch, Acne Studios, All Saints, Banana Republic, Bellerose, Benetton, Bershka, Bonobo, Burberry, Calvin Klein, Carol, Cimarron, Celio, Chevignon, Citizens of Humanity, Desigual, Diesel, El Corte Ingles, Escada, Esprit, French Connection UK, Gant, GAP, Groupe Zannier, G-Star, Gucci, Guess, H&M, Hugo Boss, IKKS, Inditex, Jack & Kones, Jules, La Redoute, Lee Cooper, Levi’s, Le Temps des Cerises, Mango, Marc by Marc Jacobs, Marks & Spencer, Massimo Dutti, Miss Selfridge’s, Monoprix, Pepe Jeans, Primark, Pull & Bear, Replay, River Island, Scotch & Soda, Springfield, Ted Baker, Teddy Smith, Tiger of Sweden, Timberland, Tommy Hilfiger, Top Shop, Top Man, True Religion, Uniqlo, Urban Outfitters, Valentino, VF Corporation, Victoria Beckham, Vivienne Westwood, Wrangler, Zara, Zegna…
72% international from 63 countries, these visitors are one of the primary reasons for the success of a show that responds to their expectations both creatively and qualitatively. The show is also a forum for discovery, where they can observe the market and discover the industry’s most recent innovations and technologies. Throughout the show venue, exhibitors voiced their satisfaction with the quality and quantity of visitor, in terms of positioning as well as markets. Whether the buyers were loyal participants or newcomers, exhibitors noted that they were able to reinforce professional contacts in a dynamic and well-paced business context. International exhibitors USA
3% Overseas Export (without the USA)
14 %
Euro-Mediterranean (without Europe)
and Middle-East
16 %
Europe
67 %
Europe and the United States: primary target markets make a strong showing As true incubators for fashion brands and jeanswear, Europe and the United States, the show’s two priority markets, made a strong showing. Although impacted by the tension that followed events in Paris the previous week, Europe remained the most highly represented zone at the show, accounting for 67% of visitors. The Spanish market showed the highest turnout, followed by Italy with 9.5% of visitors, then the United Kingdom (7%) and France (6%). There was also a strong presence from Germany and the Netherlands, which ranked 6th and 7th among visitor countries, respectively. Interest remains high in Northern Europe and Scandinavia; markets specialized in premium denim. These represent 5% of total visitors and demonstrate the show’s European reach, with the Netherlands leading the way, followed by Sweden and Denmark. As for the United States market, 115 visits from American buyers represent an increase of almost 4% in frequentation and place the country 8th among visitor countries. Fashion brands and, above all, pure players accounted for some of the most prestigious companies in the denim industry, many of whom made the trip across the Atlantic especially for this event.
Euro-Mediterranean markets that count There continued to be a strong presence among North African countries despite a difficult political and economic context, Tunisia and Morocco first among them, demonstrating the importance of the show for manufacturers/finishing/washing businesses who gather here to meet weaver clients. But Turkey in particular showed itself to be as dynamic and high-performance as ever when it comes to jeanswear, emerging as the second-largest country in terms of visitor attendance. Turkish buyers turned out in force, representing nearly 13% of show visitors. Un salon attractif pour les marchés du grand export Originaires d’Asie (8% des visiteurs) - Japon et Chine en première ligne - ou d’Amérique du Sud (5% du visitorat) - Brésil, Colombie et Argentine en tête -, les acheteurs issus de marchés lointains et du grand export ont marqué cette édition de leur présence renforcée, conscients de l’intérêt créatif exclusif et inégalé de Denim Première Vision.
Inspirations from a festive and fresh spring-summer 17 Fabrics, accessories, finishings, washes, colors and shapes… the infinite creativity of denim unfurled inside the very Californian Mansion of Denim. Here, in the heart of the Denim Trends Area, visitors were invited to explore fashion directions and discover the latest developments for spring-summer 17. Please find attached all the Denim Trends Watch fashion information compiled by
the Première Vision Denim fashion team. This indispensable multimedia tool blends analysis and images to cover all the trends and creative directions for denim. You can also find this report on www.denimpremierevision.com
Praise from fashion and jeanswear brands, creative, businesspeople and media for the Denim Trend Tasting The Denim Trend Tasting, a rendezvous dedicated to denim organized by the Premiere Vision fashion team, was presented to a full house. Visitors – stylists and buyers for fashion and jeanswear brands, journalists, exhibitors, manufacturers, weavers, businesspeople and creatives gathered to discover the key themes for spring-summer 17, an overview of the season’s major social, artistic and aesthetic influences as well as an analysis of the season’s offer, from weaves to finishing, fits and accessories. The Denim Trend Tasting was presented this season by the consultant Michelle Branch, an expert on the international denim sector, from product development to production, technological innovations and finishings, from styling and building collections to marketing and commercial strategies.
The 1st Denim Smart Conversation: A full house event On November 19th, during a first-ever master class, Première Vision Denim inaugurated the Denim Smart Conversation, a conference featuring a panel of experts and prestigious professionals who weighed in on subjects such as the valorization and integration of a new generation of values in the denim industry through innovation and responsible creation. In bringing together nearly 150 people – visitors, exhibitors and journalists - this rendezvous demonstrated the growing interest in the sector and among professionals regarding issues of responsibility in the denim industry. This event also made it possible for Première Vision Denim to present its strategy and the first concrete actions taken in the sector through its new program, Première Vision Smart Creation. Launched in Paris last September, this new platform offers a number of ideas and possible actions for identifying and communicating about initiatives taken by Première Vision exhibitors in terms of responsible creation and production. Today, this program has been implemented and adapted to the denim industry, making it one of the most advanced initiatives in the sector. Among the first actions taken: the Smart Facts questionnaire and the Denim Smart Conversation. Les Smarts Facts Last July, as part of its Smart Creation program, Première Vision launched a study on responsibility among its exhibitors, including those at Première Vision Denim. Today, the study is still underway and is focusing on “Smart Facts” about each company. Whether these are small, everyday gestures or major initiatives, these findings demonstrate exhibitors’ commitment to sustainable production processes and responsible sourcing. After results have been analyzed, companies that wish to communicate and promote their positive initiatives and responsible values may do so through the show’s existing tools (catalogue, application, website, etc.), as well as through specifically developed supports and targeted events for industry players and the media. Æ Rendezvous in May 2016 for more details. Participants: ü Chantal Malingrey, Director of Première Vision Denim ü Jessica Dorfman, Designer, Calvin Klein Jeans ü Enrique Silla, President and Managing Director, Jeanologia ü Omer Ahmed, Managing Director, Artistic Milliners ü Giusy Bettoni, moderator and consultant in innovation for textiles, fashion and design Æ A detailed account of the first Denim Smart Conversation is forthcoming shortly.
Première Vision Denim would especially like to thank the city of Barcelona and the city’s Office of Tourism for their welcome and support.
SAVE THE DATE – SAVE THE DATE – SAVE THE DATE Denim Première Vision confirms its next edition in Barcelone!
Meet us on May 18th & 19th 2016 To discover next Fall Winter 2017-18 collections Fira Montjuïc of Barcelona, Hall 8
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Contacts: Press office Denim Première Vision 2e Bureau Igor Robinet-Slansky Marie-Laure Girardon T. +33(0)1 70 38 70 30 T. +33(0)1 42 33 93 18 M. +33(0)6 42 06 31 02 m.girardon@2e-bureau.com i.robinet@premierevision.com