Première Vision Shanghai: changes planned for 2015

By

Matthieu Guinebault

Published
Oct 22, 2014

Having announced new names for its shows, Première Vision put on its Asian edition in Shanghai from October 21-22, just prior to its edition in Istanbul. The change of location serves as an opportunity to overhaul the event for 2015, its organizer told FashionMag.com.

In the future, the high-end denim and textile event will be held at Bund Show Field, named after the central Shanghai waterfront with a famous view of the city’s tallest skyscrapers. Exit the ShanghaiMart Expo, which is aging but also more eccentric.

But while the big local show put on by its competitor Messe Frankfurt will take place next year in a brand new exhibition space where it will be joined by the major Chinese clothing event Chic, Première Vision will be doing more than just changing locations.

"In 2015, there will be some new developments,” Guglielmo Olearo, international exhibitions director of Première Vision SA told FashionMag.com. "I think that it’s going to involve a real overhaul of the format, so that we can put on something more appropriate. But we still want to continue on with the Chinese edition." 

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Last year, Denim by Première Vision and PV Asia announced a possible partnership with the Hong Kong trade show Novomania. A planned joint session did not materialize, leaving the French organizers with the ability to freely deploy its new Asian brand policy, unveiled in September. 

"Our pre-registration rates are very high in China, which shows that our brand capital is very good,” said Olearo. "We have to continue to be a leader in high-end, while keeping our options open. They’re not incompatible. We have to know how to be successful on several fronts.”  

But for Première Vision Shanghai, which will bring together about 70 exhibitors, there is still much to do in order to compete with its giant of a rival, which is forcing the organizer to play challenger in Paris even though it is already the leader there. “Like Turkey and Brazil, China is a rapidly changing market looking for a change. It's up to us to seize the opportunity,” stated Olearo.