Who’s Next Trade Show: A New Era in Fashion and Homeware Integration

Table of Contents

1. Key Highlights:
2. Introduction
3. The Evolution of Who’s Next
4. The Homeware Section: A New Paradigm
5. Who’s Next Lab: Innovating the Future
6. The Resurgence of Wholesale
7. Connecting with Emerging Designers
8. Responding to Economic Pressures
9. Bijorhca: Revitalizing Jewelry
10. A Look Ahead: Strategic Acquisitions
11. Conclusion
12. FAQ

Key Highlights:

• Who’s Next is expanding its offerings by introducing a home products section and a new sourcing track, aimed at fostering collaboration among various sectors of the apparel and accessories industries.
• The event, themed “Where the Summer Never Ends,” will host around 40 brands in homewares, offering a unique concept-store experience that blends retail with immersive consumer interaction.
• The show anticipates a significant increase in attendance, reflecting a resurgence in buyer interest, particularly in wholesale networks as brands adapt to shifting consumer preferences.

Introduction

The Who’s Next trade show, a cornerstone event in the fashion industry, is set to launch a transformative edition this September. With the theme “Where the Summer Never Ends,” the event promises to blend traditional fashion with innovative homeware products, creating an engaging environment for buyers and exhibitors alike. This expansion reflects a broader trend in retail where brands are increasingly adopting a holistic approach, merging various lifestyle elements under one roof to meet the evolving demands of consumers. As the market shifts to prioritize immersive experiences and a multi-channel approach, Who's Next aims to position itself at the forefront of this evolution.

The Evolution of Who’s Next

Frédéric Maus, the CEO of WSN, emphasized the necessity of a “360 overview” in understanding exhibitors' and buyers' needs. This reflects a significant shift from traditional trade shows, where isolated categories often hindered collaboration. The concurrent hosting of Who’s Next, Interfilière, and Bijorhca at Paris’ Porte de Versailles creates unique opportunities for cross-pollination among apparel, lingerie, swimwear, and jewelry sectors. This integration is not merely logistical but strategic, as it fosters collaborative solutions across diverse industry segments.

The newly introduced sourcing track is a key component of this strategy. It aims to connect producers, manufacturers, artisans, component suppliers, and finishers, thereby creating a comprehensive ecosystem that enhances the value proposition for all stakeholders involved. The goal is clear: by uniting various facets of the fashion and accessories industries, Who’s Next seeks to cultivate a culture of innovation and creativity that will benefit exhibitors and buyers alike.

The Homeware Section: A New Paradigm

In a notable departure from its traditional focus, Who’s Next will incorporate a homewares and interiors section featuring around 40 brands. This initiative underscores the growing trend of “concept-ization” in retail, where fashion boutiques are evolving into multifaceted spaces that cater to broader lifestyle needs. As Maus noted, this new section will provide a complementary offering for fashion retailers, allowing them to diversify their merchandise and appeal to a wider audience.

The homeware segment will be structured as a shop-in-shop, complete with a hybrid café and exhibition space, creating an immersive shopping experience. This format aligns with current consumer preferences, which favor environments that encourage interaction and engagement with products. As consumers increasingly express a desire for curated, experiential shopping experiences, the addition of homeware to Who’s Next represents a strategic move that reflects these changing dynamics.

Who’s Next Lab: Innovating the Future

A highlight of this year's event will be the debut of the Who’s Next Lab, dedicated to showcasing cutting-edge innovations in production technology. This initiative aims to bridge the gap between traditional craftsmanship and modern technology, illustrating how the two can coexist and enhance one another. Live demonstrations of textile printing, ceramics creation, and the use of bio-inspired materials will provide attendees with a firsthand look at the future of production.

The introduction of the Who’s Next Lab signifies a commitment to fostering innovation within the industry. As brands seek to differentiate themselves in an increasingly crowded market, the ability to showcase unique and sustainable production methods can be a game changer. By highlighting these advancements, Who’s Next positions itself as a leader in promoting not just products, but the values and innovations that drive the industry forward.

The Resurgence of Wholesale

Maus pointed out a significant shift in consumer behavior, particularly the resurgence of wholesale as brands adapt to a changing retail landscape. The pandemic has accelerated e-commerce growth, leading many brands to over-rely on digital channels. However, as consumers seek more immersive experiences and tangible interactions with products, the wholesale model is experiencing renewed interest.

This shift is particularly relevant as brands strive to balance their online and offline strategies. A dual approach that embraces both e-commerce and a robust wholesale network allows brands to diversify their revenue streams and mitigate potential declines in one channel. The ability to connect with buyers face-to-face at events like Who’s Next enables brands to foster relationships that are essential for long-term success.

Connecting with Emerging Designers

In addition to established brands, Who’s Next is committed to supporting emerging designers through initiatives like Run, a concept designed to connect buyers with new talent. This dedication to nurturing indie designers reflects a broader trend in the industry, where unique craftsmanship and individual creativity are increasingly valued.

Maus noted that consumer awareness and appreciation for quality and craftsmanship have surged, largely due to access to information and inspiration via platforms like Instagram. This shift presents a substantial opportunity for emerging designers to carve out their niche in a market that was once dominated by luxury brands. By facilitating connections between these designers and potential buyers, Who’s Next aims to empower a new generation of talent.

Responding to Economic Pressures

The current economic climate presents challenges for many brands, particularly in the retail sector. Maus acknowledged the difficulties faced by exhibitors, highlighting the need for support in navigating these turbulent times. The strategic adjustments made by Who’s Next, from introducing new product categories to enhancing buyer-exhibitor connections, are directly aimed at addressing these challenges.

The pandemic has reshaped consumer expectations, leading to a growing demand for unique experiences and high-quality products. As brands respond to these shifts, the agility to adapt and innovate becomes crucial. Who’s Next’s focus on creating a platform that nurtures relationships and showcases new ideas is a proactive step toward ensuring its relevance and sustainability in the evolving market.

Bijorhca: Revitalizing Jewelry

The Bijorhca segment is also undergoing significant transformation, with plans to revitalize its watchmaking section as part of a broader strategy to rejuvenate the show. Head Sylvie Maisonnave expressed the importance of rebuilding this 80-year-old exhibition step by step, ensuring it remains a vital component of the jewelry sector.

Bijorhca’s adaptation to current market trends reflects an understanding of the need for continual evolution within the industry. As consumer preferences shift, it is essential for trade shows to stay relevant and responsive to the demands of both exhibitors and visitors.

A Look Ahead: Strategic Acquisitions

The acquisition of the Labomode Group in May has further strengthened WSN’s position in the market. This strategic move aims to enhance trend tracking and forecasting capabilities, providing brands with essential data to inform their business strategies. By expanding these capabilities into lifestyle and interior design categories, WSN is positioning itself to be a comprehensive resource for brands navigating the complexities of the modern market.

Maus emphasized that the acquisition not only enriches their solutions portfolio but also reflects a commitment to understanding and responding to industry needs. As brands increasingly seek data-driven insights to guide their decisions, WSN’s investment in trend forecasting represents a forward-thinking approach to industry challenges.

Conclusion

As Who’s Next prepares for its upcoming edition, the integration of home products, innovations in production, and a renewed focus on both emerging and established brands underscores a significant shift in the fashion and retail landscape. By fostering collaboration and creativity across various sectors, Who’s Next is not merely adapting to change; it is actively shaping the future of the industry.

FAQ

What is the theme of this year’s Who’s Next trade show? The theme for this year’s Who’s Next trade show is “Where the Summer Never Ends,” reflecting a vibrant and inclusive atmosphere.

What new features are being introduced at Who’s Next? Who’s Next will introduce a homewares and interiors section, a new sourcing track, and the Who’s Next Lab dedicated to showcasing innovative production technologies.

How is Who’s Next responding to changes in consumer behavior? Who’s Next is adapting by integrating diverse product categories, emphasizing immersive shopping experiences, and supporting the revival of wholesale channels.

What is the significance of the Who’s Next Lab? The Who’s Next Lab will showcase innovations in production technology, helping to bridge traditional craftsmanship with modern techniques, and creating opportunities for brands to highlight sustainable practices.

How does the acquisition of Labomode Group impact Who’s Next? The acquisition strengthens WSN’s trend tracking and forecasting capabilities, allowing brands to access valuable data to inform their business strategies across fashion and lifestyle sectors.