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Recently, a master class was held in Moscow by the founder and head of the international consulting company Trend &Tendance, the founder of one of the first Russian showrooms in Paris and an official member of the syndicate of French fashion Lyudmila Mikhailova-Komandre, where she told how the French showrooms, how to prepare for expansion and choose an effective algorithm for interacting with them.

"Parisian professional fashion is famous for its traditions and high reputation. The specialists involved in this field, the organizers of the fashion show, the owners of showrooms, buyers and representatives of the press, have a wealth of experience and are fighting for an international image and the honor of calling Paris the fashion capital. For Russian designers, cooperation with them opens up new prospects and opportunities in the development of their own brands. Representatives of French showrooms offer high-quality service and are open to interaction, while they are demanding and scrupulous, disapproving of everything that destroys the effectiveness of collaboration. Therefore, it is useful for those who are interested in entering the European market to study the established rules of the game. A lack of attention to detail can negate the efforts spent on promoting the brand.

 

Lyudmila Mikhailova-Commander

Showrooms and pop up store in Paris

Most multi-brand showrooms are located in the famous quarter «Mare», however, the area of their location covers Champs-Elysees, reaches the Louvre and the district Opera Garnier. For the presentation of designer collections, as a rule, they choose spacious rooms in Ottoman houses, beautifully presenting fashionable goods in the halls decorated with fireplaces and stucco.

During this period of fashion weeks and exhibitions, showrooms rent rooms in hotels located in the central part of the city, for example, near the Louvre Museum, or in close proximity to the venue of the exhibition or salon. Rented halls with an area of 100 to 200 sq. m are designed into spaces for the presentation of products, placing mannequins and equipment with rails for hanging clothes in them. It is here that meetings scheduled in advance with buyers coming to purchase from different countries take place for one or two weeks.  

Stationary showrooms work all year round and exhibit collections constantly, which allows the designer to supplement them with new capsules or change them. Thanks to this schedule, buyers can get acquainted with brands after the fashion events are over, and brand representatives can keep important contacts and connections that have appeared during fashion weeks and exhibitions.    

The pop up store format is becoming increasingly popular, in which one or more designers demonstrate their collections for 3–4 days in a temporary retail space. On the opening day, professionals and the press are invited, and the rest of the work period is devoted to purchases and sales, including retail. These events are attractive due to novelties and interesting designers and attract the attention of specialists and a wider range of people who follow fashion. 

Alternative choice

A designer entering the European market is interested in attractive terms of cooperation and effective promotion. An alternative to showrooms are professional exhibitions and salons held in Paris. Among the famous Parisian salons –Première Class, Who's next, Tranoi. The exhibition of accessories Première Class takes place in March and September, in parallel with the major international fair of clothing and accessories Who's Next.

In January, the Tranoi salon opens its doors, presenting women's and men's collections during Haute Couture Week. It receives visitors four times a year, each time working in 3 points of the city and providing buyers and the press with such a service as a transfer. Tranoi is distinguished by a high level of service and presentation of fashionable goods. Specialists from different countries, regions and cities, including America, Asia, Korea, Hong Kong, make purchases in the salon. The cost of salon services is high, in addition, participants undergo a strict pre-selection. However, these conditions are justified by reaching a good customer base.   

Text: Elena Varnina

To be continued.

Photo: Adrien Ganzer