PARIS — Première Vision is skipping its Shanghai spring edition.
Instead, the bellwether textile trade show said it would host Première Vision Live, an event aimed at educating Chinese buyers about trends and fabrics.
The event, which is set for April 13, “marks the beginning of a new strategic approach to the Chinese market,” Guglielmo Olearo, director of international shows, told WWD on Monday.
“We have been in China for the past 10 years, and the market there is changing quickly. It was time for reflection. The Chinese buyers are gourmets, they have become increasingly sophisticated and they like to ask questions that nobody has ever time to answer. And so this event’s goal is not so much to sell textiles, but to educate a selected group of buyers and fashion professionals. It’s very pragmatic,” he explained.
Première Vision Live’s agenda includes a “master class” on jacquards, conducted by the fair’s deputy fashion director Sabine le Chatelier, and a presentation of spring-summer fabric highlights, among others.
The event is a collaboration with Shanghai Fashion Week, slated to run from April 7 through 15.