São Paulo – The second edition of the Who’s Next & Premiere Classe fair in Dubai is accepting enrolment from Brazilian companies. up until June 30, clothing and accessories manufacturers may enrol for selection by the WSN Development group, which organizes the fair, and by the Brazilian Textile and Apparel Industry Association (Abit). The event will run from October 19 to 22 at the Jumeirah Madinat Resort. The Brazilian participation counts on support from the Brazilian Export and Investment Promotion Agency (Apex).
According to Isabela Keiko, who represents the Who’s Next & Premiere Classe salons in Brazil and Argentina, is expecting 200 international brands to participate. “These are select fairs. We start by evaluating companies’ profiles. As soon as they are admitted, they enrol with us and then are analysed by the Abit,” she explains. In this second phase, says Isabela, the association evaluates the company’s export potential.
According to the representative, the fair brings together high end brands, which sell their products at boutiques that target a more selected audience. Who’s Next was established in 1994 and is geared towards the clothing industry, ranging from everyday fashion to party wear. Premiere Classe has been taking place for 20 years now and features accessories manufacturing brands, such as tissues, costume jewellery, shoes and purses. Both fairs are held together, twice a year, in Paris.
Isabela claims that the Dubai edition will be permanent, and that the decision of taking the event to the Middle East was based on the emirate’s export potential. “Dubai is regarded as a gateway for those who wish to work in the region,” she says. “There are tariff-related issues, and the Apex also owns a business centre there.”
He highlights other differentials of the region. “The Dubai edition focuses on seeking local buyers. Due to weather issues, everything there takes place inside shopping centres. Thus, there is this franchise thing going on, much more than in Paris.” According to Isabela, the event wants to attract Arab buyers who usually do not attend the French edition. “No matter how many Middle Eastern buyers we receive in Paris, I believe it is important to have a Dubai edition in order to develop this audience.”
Most brands will be women’s product brands, but there is also room for men’s brands, which are already seeking the organizers eyeing a specific niche of the Dubai market. “There is a large audience of single foreign males that have moved there to work. Thus, there is a potential (for selling products) for men,” says Isabela, discussing the results of a survey conducted by the Apex on the Dubai fashion industry.
The representative also reports that in addition to a team in Dubai, the fair’s organizers count on an agent who travels the Middle East, India and Russia seeking buyers for the event. There are other agents working in other countries as well.
Those interested in participating in Who’s Next & Premiere Classe in Dubai may contacy Isabela Keiko, by telephone at +55 11 9569-9911 or email at isabelakeiko@yahoo.com.br.
Further information on the event may be found at www.whosnextindubai.com/en/
*Translated by Gabriel Pomerancblum
