CONTENTS

 

     

 

Impressum       

Vol.09  Issue 10/07, 22.10.2009

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Text : WSN.

 

 French Version

 

 

Who's Next & Première Classe in Dubaï

 

 

From October 11th to 13th 2009, the Dubai International Convention and Exhibition Centre welcomed the first edition of WHO'S NEXT & PREMIERE CLASSE IN DUBAI. For the occasion, 205 brands from 16 countries took over the DICEC, to understand the expectations of this new market and establish themselves in this region.
WHO'S NEXT & PREMIERE CLASSE IN DUBAI has made the news with a completely innovative concept for buyers of this region who, until now, had never be given the opportunity to discover, in their own region, such an exclusive selection of brands gathered in a trade show.

Closing the spring-summer 2010 sale period, the trade show welcomed 1,200 buyers, mostly from the greater Dubai region (UAE, Saudi Arabia, Kuwait, Oman, Bahrain, Lebanon..), but also from the United States, Brazil, as well as a few buyers from Australia.

A PRESTIGIOUS TRADE SHOW AND EXCLUSIVE VISITORS

For this great premiere abroad, the organizers had opted for a selection of their market's reference brands, strategically dispatched up on the trade show's 9,000 square meters, as well as a special space design highlighting the quality of the offer.
"The organisation really paid a tribute to the hosting city: a wonderful trade show, a great party Sunday evening at the Royal Mirage, exclusive distributor contacts, and cherry on the cake, 30 retailers in one single order, something that never happens in American or European trade shows ...", praises Stella Junius, sales manager for Philippe Audibert jewellery.
As for Isabelle Prat, La Môme Bijou's designer "this stay in Dubai was an opportunity to discover what these new buyers are like. There, everything goes fast, a business card exchange very quickly turns into a concrete order, the region is not as affected by the recession and buyers make their decisions faster."
For Al Cadosch who took part in the event for brand Joe's Jeans, "contrary to European and American trade shows, the number of visitors grew everyday, to reach an interesting level on the third day. I was very pleased with the quality of the contacts and the new potential clients". Same impression for Turkish brands Elaïdi and Arzu Kaprol, as well as Brazilian André Ungaratto.
With quality prevailing over quantity, WHO'S NEXT & PREMIERE CLASSE IN DUBAI welcomed the region's relevant groups and most prestigious boutiques such as Villa Moda, Al Tayer, Chalhoub, Sauce, Les Galeries Lafayette, Altamoda, Bibialhaja, Froufrou, Al Salam, or Splash.

 

 

A PRODUCT OFFER IN PHASE WITH THE MARKET'S EXPECTATIONS

Everyone is unanimous… Buyers of the Middle East are now on the lookout for creativity and brands with a real personality. The exhibitors who made the most of the trade show are those who presented very feminine and colourful collections, such as Ella Luna. Paste and sequins were also very successful, as well as very high-heeled pointed-toe shoes. To match the buyers' passion for this type of products, designers such as Francis Brisé working for shoe brand Arin, say they are ready to develop special models aimed at these specific customers.
WHO'S NEXT & PREMIERE CLASSE IN DUBAI also welcomed 3 designers from the Middle East region and in the future, wishes to welcome a larger selection of the country's significant brands.

CONFERENCE & EXHIBITION

To add to the trade show's professional atmosphere, WHO'S NEXT & PREMIERE CLASSE featured a conference Monday October 12th hosted by the Paris-based style office Nelly Rodi, and mediated by Stanislas Vandier and Pierre-François Le Louet. This conference about the future of retail gave the 50 attending exhibitors and buyers some keys to understand the expectations and behaviours of the consumers, in a constantly changing economic context.
At the same time, as a tribute to the country hosting the event for the first time, WHO'S NEXT & PREMIERE CLASSE IN DUBAI had called upon the creativity of its exhibitors as part of a styling exercise around the abaya, the traditional robe worn in the Middle East. The 14 creations exhibited at the trade show entrance were much appreciated by the visitors while Radical Delicacy was awarded the prize for Best Creation by a jury of journalists.

WHO'S NEXT & PREMIERE CLASSE IN DUBAI WILL BE BACK IN 2010

After this very promising first edition, the organization has confirmed that WHO'S NEXT & PREMIERE CLASSE IN DUBAI would be held again in October 2010. The trade show manager, Boris Provost, claims that the selection will remain exclusive and that further efforts will be made for the UAE to become the essential fashion destination, with the possibility, within two years, of organizing two sessions a year.

 

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To the general Fashion Fairs Calendar 2010

 

 

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