La Moda Channel presents #FollowTheBuyer Project at Who’s Next PARIS FASHION WEEK

The buying role differs between companies but all fashion buyers are responsible for overseeing the development of a range of products aimed at a specific type of customer and price bracket. There are various levels of seniority within a buying team, ranging from small independent stores, which may have one buyer who also participates in sales and promotion, to a major fashion multi- ple which has trainee buyers, assistant buyers, buyers and buying managers, headed by a buying director.  A fashion buyer needs to be versatile and flexible as the buying schedule may include sitting behind a desk one day writing reports and communicating by phone or email, travelling to Paris to identify forthcoming trends the next week, then flying to the Far East the following month to meet and negotiate with suppliers. A good buyer needs stamina but should also be enthusiastic, conscientious, professional, decisive, numerate, creative, imaginative and well motivated. To succeed in this career buyers need to have foresight and develop skills in people management and time management. It is rare to find someone with an equal balance between these qualities and skills and many buyers will excel in some while being only adequate in others.

20 years after its creation, today WHO’S NEXT is the leading international fashion trade show for womenswear in Europe. In January and September, the event welcomes 50,000 visitors through its doors at the Porte de Versailles Exhibition Centre in Paris, with around 800 French and international ready-to-wear brands for them to discover.
WHO’S NEXT takes place alongside PREMIERE CLASSE, the leading accessory trade show.

“We are so glad to present our last video production for this awesome trade show in Paris”.  – said Gianmarco Boccaccio, film director of LaModaChannel.

Brands, buyers, journalists and trendsetters hailing from over 100 different countries come together to discover and set next season’s trends during 4 days of meetings, activities and parties.


This season, buyers came to place orders! While market-leading brands consolidated their sales, the smaller specialised brands (particularly presented in the Urban area) and the young designers were highly valued and received a lot of attention. This season the Private and Trendy areas hosted many creative and high-quality collections which proved to be very successful for both buyers and brands.

Brands in the Studio area, who retained their loyal customers while searching for new markets, were able to benefit from outreach work implemented by the trade shows to support buyers and generate a more business-driven visitorship.
The organisers have affirmed their desire to respond to the economic difficulties met by certain retailers and to attract a quality audience to the stands by implementing actions such as: the iDFASHION train, a personalised follow up conducted with French, Spanish and Italian buyers and a customised personal shopper experience available for all buyers at the Retail Expert Club.

With regards to the Fame exhibitors, here are some statements from them:

“A great trade show, where the collection was particularly appreciated. Our clients are satisfied (amongst them many French who thankfully remain loyal) and the brand has developed a lot of exports with countries such as Spain, Italy even if they were fewer. The stand was packed and next season we will take even more orders!” (Carole Petit/ Diega)

“A very chic and dynamic trade show. Made some great contacts over the 4 days with buyers as diverse as Le Bon Marché from Paris, Fashion Row from Hong Kong, L’Habibliothèque from Paris and even Bea’s from Carnac!” (AnnalizA Ganguli / Deux A)

“We are very happy with the return to the 1st weekend of September as it really suits our buyers! We worked well and opened many new accounts. Although we noted less Japanese customers, this change of date has been a real plus, that has energised the French and European markets.” (Julien Detartre / Mes Demoiselles)

“The change of date brought us a much higher quality of visitors. Hall 1 is once and for all the best positioning for the Fame area and the piano bar initiative is in line with the trade shows’ image this season, chic, with a real French spirit. Who’s Next should maintain this refined style, defending a French way of life, this is also effective with international buyers. This season our order book was filled. We have worked with new customers like Podium from Moscow and a very beautiful American concept store, we were able to be active in our approach to the trade show. A stand is a window.” (Michel Robin / Was & Quiet)


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