Who's Next courts U.S. buyers
WSN Development, the organizer of Who's Next Prêt-à-Porter Paris, is beginning to form a strategy following the American road trip it organized this summer between August 10 and September 15 in collaboration with the Brooklyn-based Transatlantic agency of Jean-Baptiste Langlais.
The road trip brought the show organizers to 10 cities for 40 days, during which they meet with some 120 premium retailers who currently only attend fairs in New York and Las Vegas. "Only shops that are not in our database," said Boris Provost, communication director of WSN.
Of course, that figure bears no relation to the number of retailers who might eventually visit the Paris trade show in January. The event is launching an "American privilege card," offering VIP treatment with perks such as lunch and concierge service. A lottery will also be held to raffle off round-trip tickets to Paris. The winners will be announced at the Paris Capitale de la Création conference on December 5 in New York.
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