London in Paris.
It has long been the tradition that, following London Fashion Week, brands will pack up their new season collection and get it on the next Eurostar, ready to set up in a showroom in Paris. Buyers from around the globe who have either missed the shows and showrooms in London, or just want a closer look and time with the brands or designers before deciding on an order, go to the showrooms in Paris.
But this year there was a shift to a new way of doing things. Some British brands shunned the showroom in favour of a pop-up – ‘London in Paris’ – which was open during men’s fashion week in the city.
“Brands can benefit from buyers seeing their products in a real retail environment. This makes it easier for the buyers to visualise how the brand could work in their own retail spaces,” the initiative’s manager Gemma Phillips told Appear Here, the online marketplace or retail and event spaces that supplied the pop-up unit.
What the brands are also able to do, as well as meet with buyers, is sell to the public directly, something that the showrooms do not offer.
The initiative is funded by the Department of International Trade to help create international interest in British brands. The pop-up included brands such as the unisex denim label
The pop-up format also reduces the high cost of showing in official trade shows and show rooms, which many young brands struggle to finance and risk not recouping the costs through orders.
Located in the Marais district of Paris at 68 Rue Notre Dame de Nazareth, central to the main Fashion Week traffic and close to the showrooms and show venues, the pop-up also attracted custom from those shopping the busy streets. It was named by Time Out that week as one of the best places to shop in the city and is sure to be an even bigger event next season.
Does this spell yet another shift in how the age old fashion business is changing with the times?
Photo Credit: Appear Here, London in Paris