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Published
Mar 1, 2012
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Le New Black gets a new look

Published
Mar 1, 2012

Since raising funds last October, Le New Black shifted into high gear. On the occasion of Paris Fashion Week, which began Feb. 28, the virtual trade show introduced its new image, along with an overhaul of its ergonomic design. The overhaul was entrusted to Virginia Nguyen Tan Hon, web creative director of the agency Spill, who had lent her skills to notables such as Colette, the Cartier Foundation and Elle magazine.



"On the aesthetic level, we have reduced the predominance of black. The ergonomics have been reworked to facilitate the visit for the buyer," said Vidya Narine, co-founder. The goal is to make a better tool. For buyers, the editorial parts (blogs, social networks) have been highlighted. The intake of new orders has also been simplified and is done like in a real showroom with first selecting the pieces and then selecting quantities and sizes. As far as the exhibiting brands, New Black has improved the back office and statistical tools. Each month, an exhibitor will have access to the visitor profile of the virtual showrooms.


With its first fundraiser, held in October, Le New Black gained independence. The company, which was launched in 2009 within the holding company Surface to Air, relocated in January to the Hotel Durey Sauroy at 58 rue Charlot in the third arrondissement of Paris. The location boasts an area of 861 sq ft (80 sq meters). The Sauroy Durey hotel is frequented by the buyers who come to the showrooms, some of whom include Thomas & Valentine Dufour, Robert Dodd and Puma France. It was also the place that inspired Vidya Narine to organize an open house from March 1 to 15.

Le New Black has confirmed the presence of 70 brands, of which the most recent were Georgia Hardinge, Nom*d, Johnny Farrah and showroom No. 10 with Steffie Christiaens, Moshin Ali etc. With its positioning as "the entrance to luxury", it has already made converts of brands such as Fred Perry, Veja, Heimstone and Surface to Air. Since its launch, it has registered 693 orders. The maximum amount for an order was 25,000 euros. The online trade show, which the buyers select, is intended to be a complement to the real shows as well as to private showrooms and also to complement geographic expansion.

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