The 24th edition of Playtime Paris was an expansive show with a large range of new and existing brands to try and see. Whilst the show was jam packed with some great collections it was also incredibly hot! Playtime Paris #24 saw an increase in super stands, super strong lifestyle sections and quality marketing gestures making for super brand awareness.
For this report we look at the Coming to America seminar, the balance between a no picture policy and immediacy of collection awareness, plus we share some Pirouette #CoupDeCoeur from the show.
Quality gestures make for super brand awareness
There were over 500 children’s fashion, lifestyle and maternity labels exhibiting at the show. So how do brands get buyer’s and press attention? Be smart and inventive… The New Society (one of Pirouette’s One to Watch winners this season) were handing out functional and beautiful woven fans. I lost track of the amount of times I was asked ‘Where did you get that fan!?’ I replied ‘ The New Society’ sending the enquirer off in their direction. Meanwhile Sticky Lemon, produced the same effect with the most covetable cord tote bag, complete with an eye catching towelling lemon patch. Finally, Bobo Choses handed out a postcard to promote their ‘To Make A Garden’ SS19 collection. The postcard, infused with seeds so that you can plant it and have the wonderful possibility of either camomile or carrots sprouting.
The moral of the story being that thoughtful and quality marketing gestures capture one’s attention and works to get the word out for you then and there.
The rise of the super stands.
Six/ Seven years ago if you were to visit Playtime Paris many of the exhibitors preferred to use the grey mottled undressed stand boards as the back drop to their collections. Opting to decorate with a logo, possibly strong imagery, and flowers etc. Flash forward to recent times the stands are mostly fabric dressed with labels wishing to project a more luxury aesthetic. However, this season we see the development of the super stands at the show. The shopping experience is ever more key in retail, so why not in wholesale…the buyers here are also shopping and consuming. Obviously, not every brand has the budget but it’s worth noting the shift.
Coming to America.
Clare & Louise from Global Beginnings gave a seminar on the intricacies of a label ‘Coming to America’. The American market is of real interest to Pirouette as well as many emerging brands. The seminar took place at 8.30am on the Sunday, just prior to the show starting at 9.30am meaning there was a great uptake by exhibitors, with over 60 brands signed up. Both Clare and Louise did a great job in the limited time discussing landed prices, US metal restrictions and suggesting resources to help brands looking for more information on targeting the US market.
Useful business seminars in the morning prior to the opening of the show is a great addition. More please Playtime!
No picture policy, a balance between copy protection and creating awareness of your collection.
I wanted to quickly touch upon the problem of balancing the protection of your designs with giving your collections the exposure they deserve. Some of the established medium independents have experienced their work being copied so understandably have decided upon a ‘no pictures’ policy during the trade show season. This must however, have an adverse affect on the awareness of the collection and how the label is to promote their new pieces during this period. We could also question whether it’s an effective method in deterring plagiarism, if indeed this is the objective? There are several really great and interesting collections by fabulous labels that it’s impossible to champion during the selling season due to the ‘no pictures’ policy.
Of course it is up to the individual labels whether they permit press taking pictures of their work/collections and then sharing it, but I can’t help thinking that what you may gain in protection maybe undone by the loss of visibility amongst press and buyers. There are more and more hungry new brands entering the market vying for attention. We don’t know what the solution is but it’s a topic for discussion.
If you would like to send us your thoughts on the topic please send to firstname.lastname@example.org
The lifestyle section, super strong this edition.
What a lovely morning walking the aisles of the lifestyle section at Playtime. Lots of new discoveries & lots to look at…
Children’s products made with natural rubber from the tree Hevea Brasiliensis, in Malaysia.
The Duck, frog and fish are super cute and even better natural! website
There are many muslins on the market but Little Unicorn is doing something a little different.
Lovely rich colours and prints. Very covetable. website
Don’t Cry Wolf
Hand crafted night lights. The unicorn, dinosaur, bunny etc can be bought individually. One day you might feel like a dinosaur and the next day, a wolf. website
Fruit and Vegetables new line – super cute! website
Animal hand shadow puppets, really fun and inventive design for children. website
Play in Choc
Organic choc + the cutest animal toy to assemble. Every aspect is thoughtfully designed. The various rabbits are adorable and the organic dairy free chocolate is delicious. A real favourite, and great addition to add to a children’s boutique. website
Our favourite balance bike makers have unveiled that they will produce a small run of rose wood pedal bikes. Available in pink (as pictured) and in white. Very pretty! website
Pirouette #CoupDeCouer Playtime Paris #24
Beautiful fresh Australian style.
All the way from Melbourne Australian, this is a really beautiful fresh collection. Well worth checking out as there are some really lovely pieces in the collection. Nice curation by Smallable at the New Now Space. website
Little circus shoes, Italy at its best.
From Italian luxury shoe producer, it was love at first sight. website
Fish & Kids
Colourful, eye catching embroidery.
Eye catching colourful embroidered dress by Spanish label Fish And Kids. website
Really subtle detailing, lovely collection. website
Home/ lifestyle, Scandinavian Lux.
Just a little piece from their collection makes you want to join the tasteful indviduals and followers of Konges Soljd. Also, a really lovely team behind this brand. If you haven’t looked at the collection yet you must! website
Towelling is everywhere, so why not in sandals! website.
Favourite Korean Discovery.
Diffusion children’s line from the Korean women’s line. Something very eye catching about the oversized garments,
ruffles etc and strong block colours. Love this collection. website
The New Society
New Spanish brand with everything ready to go!
Looking for a new brand with wide enough collection, knitwear, cottons, a sport lux mix, strong branding and imagery then take a look at The New Society. We chose them as our Pirouette One to Watch Winner in Italy. website
Pirouette Screen Capture: Modern Beauty?
A big thank you to all the artists who took part in the exhibition and of course to Playtime. The exhibition was very well received, and I had some really wonderful chats with people during the show. It brilliant that we’re opening up a dialogue about interesting subjects using creative mediums, it’s what Screen capture is all about, exploring, questioning, creating and appreciating.
Finally just a quick mention about the heat at the show. It couldn’t be ignored! The high temperatures made it tricky for the exhibitors, buyers, visitors and press alike. Speaking with Playtime they are aware of the situation and will be looking at a solution for next year. Nobody wants a sweaty greeting kiss with colleagues & customers… ;-)
Playtime Paris #24
30 June – 2 July, 2018
main image by Bobo Choses