Première Vision: Always committed to creativity

16 Aug '08

6 min read

After a first part dedicated to providing quantitative information on a consumer level, the second phase of the international survey “masculin pluriel - men & fashion / the future,” brings a qualitative view to the new underpinnings of the men's fashion market.

Première Vision, which commissioned this vast analysis on a global scale, has entrusted the second part to IFM (Institut Français de la Mode), which conducted a survey in 6 countries: Germany, the United States, France, Great Britain, Italy and Japan. Fashion designers, major department store buyers, heads of selective boutiques and trade journalists...in all, over 60 international men's fashion experts shared with IFM their vision of the relationships men today have with fashion, as well as their choices in terms of creativity and distribution.

IFM dissected, cross-referenced, and analysed these expert opinions to bring companies working in the fashion chain information, and new avenues of thinking, to allow them to better understand both their clients' expectations and overall evolution over the years to come.

As with the fi rst part of the study, which was presented at the February 2008 salon, Première Vision has set aside the fi rst unveiling of this analysis to industrialists working upstream. Two presentation meetings have been organised at the end of June, in Milan, Italy and Bradford, in Great Britain.

Among the themes to be broached will be an analysis of the current environment and consumption; marketing and creative approaches by leading players in the international market; and a forward-looking outlook anticipating future scenarios.

Major American buyers will then benefit from a preview during Première Vision Preview New York, in July, then the results of the study will be passed on to all the professionals, in September, during Première Vision.

Wednesday 24 September, at 5 p.m., Patricia Romatet, associate director of IFM/Market Research & Consulting, will make a detailed presentation to the exhibitors, buyers and journalists invited. And Thursday 25 September, at 11:30 a.m., a round table discussion will bring together fashion designers and personalities from men's fashion together with Patricia Romatet and Larry Hasson, President of RISC International, the company that undertook the fi rst part of the study commissioned by Première Vision.

Alongside these particular highlights, men will be in the spotlight throughout the 4 days of the September salon, where each fashion information forum will dedicate a specific focus to products from the masculine universe. When, in 2007, it launched the vast international study, “masculin pluriel - men & fashion / the future,” Première Vision hoped to shed a forward-looking light and provide concrete directions to those working in men's fashion, which is today in full development. This approach is part of the framework of the Première Vision International Observatory, whose aim is to help professionals understand major underlying societal evolutions, to better follow the emergence of new consumer behaviours and adapt their offer to these changes.

31 new weavers: In September 2008, 31 companies joined the community of weavers at Première Vision Paris. Their know-how, their specificities will strengthen and enrich the multi-specialty offer at the salon, which brings together the best in worldwide textile creativity.

Première Vision S.A.

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