{"id":11647,"date":"2026-02-05T14:33:41","date_gmt":"2026-02-05T22:33:41","guid":{"rendered":"http:\/\/www.seekyourlove.com\/?p=11647"},"modified":"2026-02-05T14:33:41","modified_gmt":"2026-02-05T22:33:41","slug":"premiere-vision-adapts-to-market-shifts-with-strategic-focus","status":"publish","type":"post","link":"https:\/\/www.seekyourlove.com\/?p=11647","title":{"rendered":"Premi\u00e8re Vision Adapts to Market Shifts With Strategic Focus"},"content":{"rendered":"

<\/p>\n

\n

\n\tPARIS<\/strong> \u2014 After taking a scroll through Premi\u00e8re Vision\u2019s programming this edition, it felt palpably slimmer. <\/p>\n

\n\tBut organizers said that the leaner program reflected a strategic reallocation of budget resources rather than a tightening of the belt as the trade show adjusts to a more cautious, fragmented global fashion market.<\/p>\n

\n\tInstead of a packed speaker lineup, the three-day fair focused on expanding targeted services designed to deliver return on investment for exhibitors and visitors, said Premi\u00e8re Vision chief executive officer Florence Rousson.<\/p>\n

\n\tA growing hosted buyer and brand program is key, she explained, taking brand representatives, including many from the U.S. and Asia, beyond the convention hall. That included guided off-site tours of Parisian boutiques to introduce brands to new retail concepts, as well as a partnership with Galeries Lafayette to host department store visits.<\/p>\n

\n\tAt the same time, the fair reduced the number of large, generalist panels and invested instead in guided tours, one-on-one meetings and an upgraded app to help visitors plan tightly scheduled visits. The Premi\u00e8re Vision fashion team also focused on logistics for visiting brands, working \u201clike a personal shopper for them\u201d to identify suppliers to meet.<\/p>\n

\n\t\u201cPeople have less time to visit a show, so our proposal is perhaps a more global offer, with a higher focus on fashion. We know that we have to give more information, a more personal approach, more targeted advice or understanding of how the market is evolving,\u201d Rousson said.<\/p>\n

\n\tWith tighter budgets, she noted, some attendees now arrive on the opening morning and depart by the end of the second day.<\/p>\n

\n\t\u201cThere is a measure of the return on investment for the exhibitor and the visitors, that\u2019s why it\u2019s important to work on the right content,\u201d she said. \u201cWhen you decide to promote a service or information, it has to have an added value that you are creating for the market as well.\u201d<\/p>\n

\n\tRousson said investment levels by parent company GL Events would remain stable. Educational content had not disappeared, but will become more targeted toward immediate business needs rather than general discussion.<\/p>\n

\n\tBut despite structural shifts, the convention continued to attract young designers and emerging brands. Attendees included Paris-based designer Jeanne Friot, London-based artist and designer Jaffa Sama, and executives from South Korea\u2019s Post Archive Faction. CEO Sookyo Jeong said he made the trip from Seoul after hearing from employees previously at Balenciaga and Louis Vuitton that the show is essential for networking.<\/p>\n

\n\tFriot said Premi\u00e8re Vision remains a must-see for emerging talent, even as her own brand now mostly uses bespoke production and long-standing relationships with French artisans.<\/p>\n

\n\t\u201cFor people at the beginning of their business, it\u2019s really important to be at these kinds of events, to meet everyone and source a lot of information,\u201d she said.<\/p>\n

\n
\n
\n
\n

\t\t\t\t\t\t\"\"<\/p><\/div>\n<\/p><\/div>

\n

\t\t\t\t\tOne exhibit at Premi\u00e8re Vision.<\/span><\/p>\n

\t\t\t\t\t\t\t\t\tFrancois_Durand<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\tBeyond Fabrics, Into Beauty<\/strong><\/p>\n

\n\tPremi\u00e8re Vision is selectively broadening its mix beyond fabrics. Following last season\u2019s activation with white-label nail polish supplier Faibila, the fair added fragrance this year through Robertet. If feedback continues to be positive, organizers plan to introduce around 20 additional beauty-sector exhibitors or experts at the September edition.<\/p>\n

\n\t\u201cCosmetic products like perfume or nail varnish are really interesting to brands in terms of business, because they can do high margins on these kind of products, and that is interesting in terms of results, for financial reasons,\u201d Rousson said. \u201cBrands are looking for new product lines.\u201d<\/p>\n

\n\tShe stressed that the ambition was not to turn Premi\u00e8re Vision into a beauty trade show. Any expansion will remain tightly curated, and focused on white-label partners that support fashion brand extensions.<\/p>\n

\n\tInternational Strategy, Trano\u00ef Synergy<\/strong><\/p>\n

\n\tThis edition also highlighted synergies with GL Events\u2019 Trano\u00ef trade show as the group continues to build a wider fashion ecosystem. Japan was featured as a country of honor, with a large museum-style exhibit from the Japan Fashion Week Organization and a display of upcycled kimono artworks by Voutrail.<\/p>\n

\n\tMore than 80 percent of exhibitors and visitors came from outside France, with South Korea and Saudi Arabia among the fastest-growing markets this season, Rousson said.<\/p>\n

\n\tSaudi Arabia is a particular focus for the future, with Premi\u00e8re Vision executives working with the Saudi Fashion Council to explore opportunities in the region. GL Events\u2019 fashion division has also strengthened ties with Riyadh, including hosting designers locally and bringing a Saudi pavilion to Trano\u00ef Tokyo.<\/p>\n

\n\t\u201cIt\u2019s a key country for the region,\u201d Rousson said. \u201cThey have huge capacity in terms of investment to support the market\u2026that could also be interesting for European brands and exhibitors.\u201d<\/p>\n

\n\tShe added that Premi\u00e8re Vision needs to leverage its global reach as geopolitical and trade dynamics are in constant upheaval. <\/p>\n

\n\t\u201cThe question today isn\u2019t how big a show is,\u201d she said. \u201cIt\u2019s whether it delivers relevance and efficiency in a market where uncertainty has become the norm.\u201d<\/p>\n

\n
\n
\n
\n

\t\t\t\t\t\t\"\"<\/p><\/div>\n<\/p><\/div>

\n

\t\t\t\t\tTextiles on display at Premi\u00e8re Vision.<\/span><\/p>\n

\t\t\t\t\t\t\t\t\tFrancois_Durand<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\tSmaller Booths, Big Sustainability Ambitions<\/strong><\/p>\n

\n\tMajor fiber producers Naia from Eastman and Lenzing returned this season \u2014 albeit with smaller installations as part of cost control measures. But PV is still an important date on the calendar.<\/p>\n

\n\t\u201cLess doesn\u2019t necessarily mean worse,\u201d said public relations executive Giulio Ferro of the foot traffic throughout the halls. \u201cMore quality than quantity sometimes is also a strategic choice.\u201d<\/p>\n

\n\tAt Naia\u2019s booth, executives struck a cautiously optimistic tone even as brands work with tighter budgets, grapple with tariff drama and rising consumer and regulatory scrutiny of sustainability claims.<\/p>\n

\n\tLenzing also opted for a smaller booth, driven by cost discipline and portfolio focus rather than reduced commitment, said Bernd Schleuchardt, senior manager of business development for apparel.<\/p>\n

\n\t\u201cIt\u2019s more important to be here than to be big,\u201d Schleuchardt said.<\/p>\n

\n\tHe explained that the pressure to have a splashy booth is not always in line with the fiber innovation cycle. Science can lag behind the fashion calendar, as well as designers\u2019 desire to see something \u201cnew\u201d each season, but Premi\u00e8re Vision is still a key location to build relationships with luxury and global brands.<\/p>\n

\n\tAgainst that backdrop, both suppliers premiered new technologies.<\/p>\n

\n\tNaia debuted Naia Lyte, a lightweight, higher-tenacity fiber designed for sheer and performance-sensitive applications.<\/p>\n

\n\tLenzing used the fair to debut a partnership with German machinery specialist Karl Mayer, as part of its collaboration-led research and development. The new tech will create a yarn with low hairiness and better performance.<\/p>\n

\n\t\u201cBy combining fiber innovation with downstream processing expertise, we aim to support scalable, industrial solutions that open up new commercial opportunities for cellulose fibers in warp knitting,\u201d Schleuchardt said.<\/p>\n

\n\tStill, he said, brands are reacting to uncertainty by focusing on price, and will use less-sustainable materials such as plastic bottle-based polyester, which is then marketed to the consumer with green credentials.<\/p>\n

\n\tExecutives at both companies said that while sustainability remains important, it is no longer enough.<\/p>\n

\n\t\u201cBrands will not choose sustainability if it doesn\u2019t come with performance,\u201d said Ferro, particularly in denim, underwear and activewear. How partner brands communicate sustainability is shifting as well, with some highlighting fiber composition openly and promoting the Naia name and others keeping material choices low-profile amid greenwashing concerns.<\/p>\n

\n\t\u201cBrands are afraid to talk about sustainability. It\u2019s very hard for them. I think they have the hardest job \u2014 making it digestible and helping the consumer understand and, of course, still putting forward quality performance of materials,\u201d he said.<\/p>\n

\n
\n
\n
\n

\t\t\t\t\t\t\"\"<\/p><\/div>\n<\/p><\/div>

\n

\t\t\t\t\tA view on Premi\u00e8re Vision.<\/span><\/p>\n

\t\t\t\t\t\t\t\t\tfrancois_durand<\/cite><\/p>\n<\/figcaption><\/figure>\n<\/div>\n

\n\tBringing the Industry Together<\/strong><\/p>\n

\n\tPremi\u00e8re Vision also hosted the Strategic Committee for the Fashion & Luxury Sector for the second time. During the meeting, the committee launched the Fashion and Beauty Excellence Network under its Living Heritage Company label, bringing together 238 member companies across creative industries.<\/p>\n

\n\tThe network aims to raise members\u2019 profiles, provide guidance on business challenges and promote participation at fashion weeks and international trade shows.<\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

PARIS \u2014 After taking a scroll through Premi\u00e8re Vision\u2019s programming this edition, it felt palpably slimmer. But organizers said that the leaner program reflected a strategic reallocation of budget resources rather than a tightening of the belt as the trade show adjusts to a more cautious, fragmented global fashion market. Instead of a packed speaker lineup, the three-day fair focused on expanding targeted services designed to deliver return on investment for exhibitors and visitors, said Premi\u00e8re Vision chief executive officer Florence Rousson. A growing hosted buyer and brand program is key, she explained, taking brand representatives, including many from the U.S. and Asia, beyond the convention hall. That included guided off-site tours of Parisian boutiques to introduce brands to new retail concepts, as well as a partnership with Galeries Lafayette to host department store visits. At the same time, the fair reduced the number of large, generalist panels and invested instead in guided tours, one-on-one meetings and an upgraded app to help visitors plan tightly scheduled visits. The Premi\u00e8re Vision fashion team also focused on logistics for visiting brands, working \u201clike a personal shopper for them\u201d to identify suppliers to meet. \u201cPeople have less time to visit a show, so our proposal is perhaps a more global offer, with a higher focus on fashion. We know that we have to give more information, a more personal approach, more targeted advice or understanding of how the market is evolving,\u201d Rousson said. With tighter budgets, she noted, some attendees now arrive on the opening morning and depart by the end of the second day. \u201cThere is a measure of the return on investment for the exhibitor and the visitors, that\u2019s why it\u2019s important to work on the right content,\u201d she said. \u201cWhen you decide to promote a service or information, it has to have an added value that you are creating for the market as well.\u201d Rousson said investment levels by parent company GL Events would rem…<\/p>\n","protected":false},"author":1,"featured_media":11648,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[2],"tags":[],"acf":[],"_links":{"self":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/11647"}],"collection":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=11647"}],"version-history":[{"count":0,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/posts\/11647\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=\/wp\/v2\/media\/11648"}],"wp:attachment":[{"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=11647"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=11647"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.seekyourlove.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=11647"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}