Who's Next and Premiere Classe closes on fashionable note

The event showcased the latest trends for Spring Summer 2010 and was a unique concept for the region. Held at the Dubai International Convention and Exhibition Centre (DICEC) the tradeshow played host to over 1500 visitors and media over the three days.

The shows were held from the 11 - 13 of October 2009 and saw a selection of new international brands from over 16 countries including France, Spain, Brazil, Italy, the United Kingdom, the United States, Portugal, Turkey, India, Belgium and South Korea.

Some trends for 2010 include natural fabrics such as cottons, silks and knitwear with many designers using a mix of light pastel colours with vibrant colours such acid fuscias, mint green, citric lemon not forgetting natural hues reflecting on freshness, lightness and comfort.

The main aim of the show was to boost the confidence of the regional fashion market, with over 200 new international designer's keen of entering the Middle Eastern market. The first edition of the fashion trade show saw quality over quantity in the buyer front from across the region from countries such as the UAE, Saudi Arabia, Kuwait, Oman, Bahrain and Lebanon in attendance.

Boris Provost, Exhibition Director of the Dubai Show said,

"Dubai is the first market that played host to both the Who's Next & Premiere Classe shows outside of Paris and for this reason we decided to change the format of the shows from the beginning and combine both together and this strategy proved to be very successful as it offered an intense and comprehensive purchasing atmosphere."

The high-quality selection within the innovative space design was a first for the region and the synergy between the brands, the creative efforts of exhibitors complimented each other and worked well to contribute to the success of the shows.

Meanwhile over 50 participants attended the trend forecasting company Nelly Rodi's seminar on at the tradeshow where Stanislas Vandier and Pierre-François Le Louet, discussed the evolution of consumer behaviour, and redefined the paradigms of distribution. They analyzed the economic and societal context as it exists today in order to highlight the different mechanisms that modify and influence buying behaviours.

Provost also announced the dates for the 2010 Who's Next & Premiere Classe Dubai Shows which are set to be mid October 2010. Next years' show will maintain the strict selection processes followed this year and will continue in promoting the UAE as the region's fashion destination.

"The great ambiance and atmosphere at the whole exhibition was very dynamic and we certainly hope all our exhibitors and visitors had a very positive experience. We look forward to more exciting shows in the future!" Provost concluded.