Who’s Next Traffic Down, but Japanese and American Buyers Return

Who's Next Traffic Down, but Japanese and American Buyers Return
Ellen Groves
PARIS — "We know that as a trade show we have to reinvent ourselves," Jean-Marc André, marketing and communication director of Who's Next and Premiere Classe, told reporters at the opening of the ready-to-wear and accessories shows' latest four-day run. Despite a 27 percent increase in Japanese buyers and 8 percent rise in American buyers, overall traffic at Who's Next and Première Classe combined was down 7 percent versus last January, a slump attributed to retailers sending smaller buying teams. The salon is split between approximately 65 percent French and 35 percent international visitors. Efforts to rev up the season came in the form of a new show layout, designed to drive footfall to Who's Next popular Fame section through the accessories in Première Classe; mixing up accessories stands among the apparel offer; opening up six pop-up lifestyle stores for on-the-spot shopping, and seeking to inject the energy of the influencer generation through an umbrella #Girl Squad theme. Girl squad happenings included 50 female collectives shooting their portraits with Joe Cruz, and talks from millennial voices like Twenty magazine aimed at the 16-25 age group. To help retailers navigate fall looks from some 700 brands, Who's Next extended its personal shopper service providing

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