Children’s fashion and lifestyle trade show Playtime Paris saw an increase in both returning and Asian visitors for its s/s 20 edition.

Attracting 5,116 professional visitors in total, the event saw an increase in the loyalty rate of buyers, with 61% returning to the show. Equally, for the first time, South Korea and Japan overtook the United States in terms of visitor numbers, with China also continuing its progression.

However, total visitor figures were slightly down, being 6% lower than last summer’s event.

 

 

Commenting is Playtime’s commercial director, Chantal Danguillaume. “While the show was fully air-conditioned, the heatwave temperatures may have held back some buyers. Retailers have had a very difficult season, especially in France with the ‘Yellow Vest’ movement. Meanwhile, simultaneously, B2B orders continue to evolve by increasingly combining digital with physical.”

Playtime’s director Sébastien de Hutten, adds: “In a time of profound soul-searching for all professionals in the sector, trade shows are no exception. At Playtime, we continue to ask ourselves how best to help designers meet an ever-widening audience of informed consumers.”

 

 

This season’s Playtime Paris saw some changes to help improve the visitor experience.

Firstly, the show took the decision to limit its brands to 500; 65% children’s fashion, 32% lifestyle and 3% maternity. The aim of this bold move was to improve brand visibility as well as avoiding diluting business relationships in a sector that remains under pressure.

Among the s/s 20 show’s 500 brands, 109 were first-time exhibitors.

 

 

Another key change was the redesign of the show’s layout. Highlights included the inauguration of the lifestyle showrooms, which naturally extended the hall’s design offer.

Also, the creation of the maternity pavilion for a more intimate hosting of buyers. Finally, the appearance of Playgrounds, which provided spaces for visitors to participate, learn and relax.

 

 

Other events within the show included photo exhibitions, conferences and round tables, workshops and trend spaces.