Première Vision sees success with itinerant format in Milan

By

Olivier Guyot

Translated by
Barbara Santamaria

Published
Jun 6, 2019

The challenge seemed impossible: a trade fair with an itinerant format. The team at Denim Première Vision adopted the idea last year to revive the event for denim specialists. But the Milan edition, hosted on 28-29 May in the Superstudio Più, has proven that the unexpected format can be a success. The list of exhibitors, the seminar programme and the showcase of new trends attracted 2,524 visitors, according to organisers.

The two days in Milan, aimed at bringing together denim industry professionals, Italian fashion brands and companies, were dynamic and promising.

Reporting 2,524 visitors, the show said footfall numbers increased 8% compared to this year’s winter edition, when 2,342 people visited the London event - the first since Denim Première Vision announced its new roving status. A year earlier, the Paris event had attracted around 1,400 people with a more textile-oriented positioning.

But where did most visitors come from? The Denim Première Vision team managed to attract a 40% international audience. In particular, there were 1,477 Italian visitors, with the Turkish contingent taking second place with 223 visitors. Spain followed with 130 people, and France was represented by about 100 professionals.

Germany surprise with 91 visitors. The United Kingdom, Switzerland, the Netherlands, the United States and Portugal had also a strong number of representatives present at the event.

Having attracted international players from across the entire denim value chain, the event also got as close as possible to the creative markets, confirming their relevance. The next winter edition will see the show return to London, but to a new location. The denim fair will take place on 3-4 December at Printworks London in the Surrey Quays area.