Online or Off, the Paris Trade Shows Must Go On

Traditionally a fixture during Paris Fashion Week, with buyers from around the world strolling the aisles between shows scouting for new discoveries, both Tranoi and WSN, the organizer of the Who’s Next and Première Classe events respectively, have been forced to adapt to rapidly changing regulations in France that have limited public gatherings and halted all but essential international travel.

Tranoi chose to go online only, launching Tranoi Link Presentations March 5 through 7, the originally planned dates of the physical trade show.

“Buyers and brands cannot move easily to Paris, the idea was to go to them,” said Tranoi managing director Boris Provost.

The concept is designed to draw attention to the Tranoi Link platform, a product-focused social network connecting brands and buyers that launched in January.

The schedule features a calendar of video presentations giving viewers a peek inside the studios of brands and designers based in Paris and Milan – they number 28 with a mix of well-known labels and young designers. There are also webinars as well as Instagram Live sessions with retailers throughout the three-day online event.

“The audience of Tranoi is 80 percent international,” Provost explained. With the current restrictions, by hosting a physical event, “we would not be able to gather enough people to make business. We want to support the development of this platform first. We believe Tranoi Link is a more efficient tool.”

There are currently 800 buyers and 200 brands registered on the platform, Provost said. “We are at a key step to develop the audience.”

Paris-based Coralie Marabelle is one of the designers who welcomed the Tranoi team into her studio for filming. Her video debuted Friday morning.



Source: Online or Off, the Paris Trade Shows Must Go On (


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