The return of fashion in the capital of France

The fashion industry gathered at the Who’s Next show in Paris to place orders for Spring/Summer 2023. Despite fears of a recession in Europe, many brands continue to receive orders.

Fashion companies return to Paris with optimism

“After two years, we’ve done really well,” Puneet Ahuja said in an interview on Saturday’s show. “It’s like a new beginning, we’re very satisfied.”

Ahujasan, the owner of a New Delhi-based handkerchief company, has been unable to leave India for two years due to measures taken to prevent the spread of the virus. It is the first time since the outbreak that she has been able to meet her customers from Europe in person again. So far he has seen customers not from Scandinavia or Japan, but from countries like Spain, Italy, France, Germany and England.

Although MAN stopped holding shows after the next pandemic, attendance was lower than previous editions as buyers and brands were unable to travel due to coronavirus restrictions. But the bustling aisles and booths at the Paris show, which starts Friday and ends today, suggest business is back.

“We think buyers and brands are more enthusiastic when customers return to Europe,” Mercede Vafai, artistic and commercial director of Parisian fashion brand Notti, said in an interview on Saturday. The brand has more than 800 sales points worldwide and 40 stores in France and Switzerland.

In previous editions, the show was empty, Wafai said. “The last couple of years have been tough for everyone and now everyone wants to go out and buy.” It expects revenue to grow from 45 to 60 million euros next year.

Who is next Retoma Nivelles Prepandemia.

The SS23 version of Who’s Next reaching 1,000 participants is another sign of a return to pre-pandemic levels. 33 percent are new, said Frederic Mauss, executive director of the WSN Fair organization, in an interview on Saturday. “This is an important time for us.”

Despite the sanitary measures, the fair has returned as it never missed a trading season during the outbreak. “Also, you can’t underestimate the importance of looking and feeling in clothes,” he says.

Maus said even visitor numbers may reach pre-pandemic levels or decline slightly as consumers in China continue to struggle with travel. Final numbers will be published this week. At department stores, online retailers, and multi-brand boutiques, shoppers will visit who next. According to Mauss, 50 percent of visitors come from France, 25 percent from the rest of Europe and the remaining 25 percent from the rest of the world.

Encouraging and light collection

The return of the Superbowl theme to the show brought humor and excitement. Like America’s Stadium, merchandise featuring the peacock mascot could be purchased at the entrance, and cheerleaders performed acrobatics at the fair as if to please the fashion industry.

Entering the fair, long summer dresses with prints stood out, the light colors of the collection evoked festive moods. For jewelry, more intricate gold earrings and necklaces were featured, such as pieces from French brand La Cabane de Fénet.

“It’s evolving,” says brand founder Fanet Hernet. It has a delicate necklace and earrings with dried herbs surrounded by resin.

After performing for the first time last September, Harnett attended the fair for the third time. Their customer base is increasing and their retention is increasing by 20% per sale. “This version is better because people from the United States and Japan are coming back,” he said.

New customer

Many raffia bags and straw hats are easily found in the accessories section. Several sneaker brands can be seen, some made from durable materials like Apple leather, but shoes with their own design language like Chi Mihara.

Yolanda Rico, head of sales for the Spanish shoe brand, said on Sunday: “It’s been a much better season than last season, for us and from everyone I’ve spoken to.” The first and second days were particularly good with customers from countries like France, UK, USA, Belgium, Israel and Jordan.

Rico expects Sunday and Monday to be quiet because a second fashion show called Crescendo will be held from September 4 to 6 at Parc Floral with 350 brands. During the outbreak, customers are buying more and the brand has gained new customers at the fair.

Despite the general feeling of optimism, there is uncertainty about how the business will develop from now on. Consumers in many European countries are concerned about inflation due to Russia’s invasion of Ukraine and supply chain problems. Recent economic indicators in Germany and France point to the risk of economic slowdown. But these trends do not affect most of the brands involved in Man Next, most of them operate in the higher price segment.

“Everybody in Europe believes a recession is coming,” Ahuja said. “Everyone is worried about the war, because the time is very long, but at the same time, there is an option to buy. So this is confusing, but the buying is still there. Buying is up to 40 percent stronger during the epidemic,” Ahuja said.

Nicola Besi, Country Director of the Danish company DK, said: “We are very pleased with our business in France. The big brands are doing good numbers and business volume, the new brands we are launching are evolving and doing well. Clothing brands like Ichi or Casual Fridays.

After taking a break for a few seasons due to the outbreak, the company returns to the show to present the highlights of its brands, with most of the purchase appointments taking place in the showrooms.

“There are a lot of questions about the economic crisis, the rise in prices for everyday goods,” Bezi said. “Buyers are cautious, but at the same time we know that life goes on and business goes on. We are positive.”

This article was originally published on FashionUnited.DE, and was later translated into Spanish and edited by Alicia Reyes Sarmiento.