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Nicola Mira
Dec 5, 2016
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Who’s Next trade show seeks new energy via Generation Z

Translated by
Nicola Mira
Dec 5, 2016

WSN Développement, the organiser of Parisian trade shows Who’s Next and Première Classe, plans to rely on youth to energise the two events, after a series of lacklustre seasons.

The next edition of Who’s Next-Première Classe will be held in Paris from January 20-23 and the shows are zeroing in on current challenges for both fashion labels and retailers.

Visual for the January 2017 #girlsquad campaign - Who's Next x Cordialement x Fake Papers x A. Pazoumian

With help from the Nelly Rodi marketing agency, the show organiser look at how to keep up with the market's evolution, and the answer was through tapping into the outlook of Generation Z, that is young men and especially women/girls aged 15-25.

As a result, the theme for Who’s Next’s advertising, events and for its trend analyses has been labelled #girlsquad.

"Generation Z's community-oriented, collective approach must inspire us, since all of us organisers, brands and retailers must work in sync in order to energise our industry," explained Jean-Marc André, WSN Développement's new marketing and communications director.

"The current business environment is one of slumping revenues, and we must encourage both brands and retailers to fire up their engines. The theme chosen for January ... is the first step in a substantial, long-term approach," added Etienne Cochet, the event's general manager since last May.
The aim is that this translates into less compartmentalised lifestyle trend analysis, in deliberately "more ground-breaking" conferences and in a strengthening of the show's Retail Expert Club.
"Even if Generation Z isn't your target, its approach to life and consumption will offer much food for thought. The theme we developed is that of girl groups, and it's not merely a question of age. It also inspires our thoughts on the show's offering, on how to make it respond more effectively to new expectations," said Nelly rodi's Marie Dupin.

While the new approach will cover both Who’s Next and Première Classe, the latter won't use the same marketing campaign. The accessories show wants to emphasise its status as a fully fledged separate event, coming out of Who’s Next's shadow.

Sylvie Pourrat, director of Première Classe, said: "We want to rely more on the Première Classe brand name and make our profile more easily readable, without watering down our message. Our origins are with the fashion industry, and not simply with the leathergoods sector."

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