PARIS — Capitalizing on the ever-growing demand for niche fragrances, the Tranoï apparel trade show is set to introduce a scent component at its upcoming session, which runs from Jan. 23 to 25 here.
Tranoï Fashion and Fragrance is due to be launched in Les Docks, Cité de la Mode et du Design building, on the bank of the River Seine in the 13th arrondissement. It’s a new location for the section of the trade show that historically was housed in Artcurial, according to Wouter Wiels, a consultant who is directing the project.
Some 40 niche fragrance brands are expected to take part in the January fair, which includes a prototype perfume showcase that will cater to perfumery and fashion buyers alike.
“It’s already an important reality [that] more and more concept stores sell next to fashion other things like accessories and — of course — beauty and fragrance,” said Wiels. “It’s going to be important to accompany not just the perfumery brands but also the fashion buyers.”
Tranoï is readying a kind of coaching service to help such buyers learn which brands might be good to try out in their stores. Other possible associated components are a conference and newsletter.
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Wiels is working on the perfume project — which also will have art installations, among other animations — with Tranoï founder Armand Hadida and his two sons.
Tranoï Fashion and Fragrance will join the small but expanding clutch of trade shows emphasizing niche scents, including Fragranze in Florence, Esxence in Milan and Elements Showcase in New York.
Wiels is no stranger to the perfume industry. He is the founder and creative director of Rives de la Beauté, an annual event in Paris emphasizing the links between beauty and the City of Light, which involves a host of niche fragrance brands. This year marked its seventh edition.