Tranoï trade show extends showroom format for next edition during Paris Fashion Week

On the eve of the Paris Fashion Week, Parisian trade show Tranoï, which is celebrating its 20th anniversary this season, is busy on several fronts. Like many of its counterparts, the event is looking to cover new business segments on which to focus its visitors’ interest. As a result, this season the show will be staged in four different venues across Paris, the traditional event - which is introducing new product categories - bolstered by a showroom format which will be augmented by a new venue, the Atelier Richelieu.


Tranoï at the Palais de la Bourse, Paris, in June 2018 - Tranoï

Tranoï’s classic format will feature 450 womenswear and accessories exhibitors, showcasing their collections at two venues, the Carrousel du Louvre and the Palais de la Bourse, from September 28 to October 1. There will be some new entries, like handbag brand Nat & Nin - which is also launching a footwear range for the Spring/Summer 2019 - as well as ready-to-wear labels like La Petite Française, Tsunoda and Valérie Khalfon. Some of them previously exhibited at the Paris-sur-Mode show, which is not being held this season.

But the vast majority of Tranoï's new exhibitors are the by-product of the event’s efforts to introduce new product categories. Thirty or so brands will exhibit at the new ‘Summer’ section at the Carrousel du Louvre, dedicated to resortwear and beachwear, and the beauty industry will be more extensively represented too. Tranoï previously tested out the world of fragrance, and the show now features many scented candle and perfume brands among its exhibitors, but it is now opening up to cosmetics too. It is doing so not through a classic B2B format, but by introducing a pop-up store format featuring six high-end brands (David Mallett, Le Couvent des Minimes, Saeve, Maskon, Oden and Day +) which will be selling both to retailers and to the event’s visitors.

Another novelty, at the Carrousel du Louvre shopping centre, will be a  sustainable design exhibition organised with students from the Paris branch of the Parsons Art and Design School.

But Tranoï is also expanding outside its traditional boundaries. In the last few editions, the organisers have staged, alongside the classic four-day trade show, a Tranoï Week showroom event, dedicated to emerging designers. For the next edition, Tranoï Week will be held at a new venue in the Bastille area, at 22 rue de la Roquette, and will showcase about fifteen emerging designers, among them, as usual, also a British contingent from the London Show Rooms.

The event will last longer than the trade show, from September 26 to October 2, and has found a captive audience, so that this season Tranoï is introducing a second showroom format, at the Atelier Richelieu venue, at 60 rue de Richelieu, hosting about forty exhibitors from September 28 to October 3. These will all be high-end labels, though more mainstream compared to those featured at Tranoï’s other showroom, and will be represented by their respective multi-brand distributors, among them 1st Floor Showroom, Dreams On Air, Elisa Gaito and World Star Designer Project.

Translated by Nicola Mira

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