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Tranoï shows to introduce new, thematic exhibitor segmentation
Tranoï is giving its shows a facelift. After running a survey of buyers, the French show organiser identified the need to make show circulation clearer and more intuitive, with fashion themes acting as signposts to help visitors along their ideal path. Tranoï shows will therefore feature a new thematic segmentation, starting from the session scheduled on 19th-21st January at the Carreau du Temple venue in Paris, an innovation which will be gradually applied to the various editions planned in 2018.
The one hundred or so menswear and accessories brands showing at Tranoï on 19th-21st January will be split into four themes: 'The Hype Society', with a street/sport mood, exemplified for example by labels like Simeon Farrar and Frequent Flyer; 'The Rule Breaker', with more of a rock 'n' roll, avant-garde vibe, featuring John Varvatos and Del Carlo; 'The Timeless', more classic, with Agnelle and Héritiers Frères; and finally 'The Eclectic', showing more idiosyncratic labels like Brador and Delirious. The show will also feature for the second time the Tranoï Collective section, dedicated to emerging designers, with about fifteen up-and-coming labels. The show's new segmentation will be made explicit thanks to a redesigned layout, with specific, colour-coded neon lighting, tags and signage.
As for Tranoï's womenswear counterpart, held at the Palais de la Bourse, the new thematic layout will not be introduced in January, owing to the venue’s structure, but will be featured from next September's edition. However, buyers will find the one hundred or so exhibiting brands segmented, albeit less obviously, into six themes. The colourful, pop-inspired 'Bubble Fizz' section will host labels like MiniMe Paris and Gabrielle Frantzen; 'Free Spirit' will have a nomadic, romantic vibe, represented for example by Free People and Pierre-Louis Mascia; 'Zeitgeist' will be more directional, featuring Fête Impériale and Sofie D'Hoore; 'The Essentials' will show timeless collections like Majestic Filatures and MDN; 'Sharp & Bold' will embody a more sophisticated women's fashion with Nemozena and Siyu; and finally 'Shape Shifter', which will showcase the ground-breaking, eccentric approach of labels like Anett Röstel and Rundholz.
All of the themes at Tranoï's men's and women's editions are a reflection of the contemporary fashion landscape. The show's new, segmented approach will be even more sharply defined in March, at the Carrousel du Louvre venue, for the event dedicated exclusively to womenswear, and will become fully operational by next September. "It's an ambitious project, which will require time," said a spokesperson for Tranoï. "It's a genuine overhaul of our offering, a complete reorganisation, which has lead us to re-think several things," he added. An overhaul which is at once visual and commercial, with the objective of optimising the visitors' journey, until now quite unmarked, and of increasing the loyalty of buyers, by helping them head straight for their targets.
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