Table of Contents

1. Key Highlights:
2. Introduction
3. A strategic merge: why Who’s Next integrated Shoppe Object and interiors
4. Attendance and international reach: who’s buying and why it matters
5. Retailers respond: building community, content and curated assortments
6. Product trends: classic silhouettes, comforting materials and accessories that sell
7. Customization and personalization: a practical lever for boutique differentiation
8. Sourcing, tariffs and supply-chain pressures: the India challenge
9. Technology and material innovation on display
10. Brand spotlights: what nine discoveries reveal about the market
11. What buyers and boutiques are looking for: price points, small batch and sustainability
12. Trade shows reimagined: the role of regional events after the pandemic
13. Actionable takeaways for retailers and brands
14. FAQ

Key Highlights:

• Who’s Next combined five complementary trade communities—ready-to-wear, accessories, jewelry, lingerie and interiors—boosting visitor numbers by 5% and drawing 26% first-time attendees; international buyers accounted for roughly 60% of traffic.
• Retailers at the show emphasized multi-category assortments, community-building and content-driven engagement, while designers showcased trends spanning classic wardrobe staples to eclectic, customizable accessories and material innovations.

Introduction

Who’s Next arrived in Paris this January with a reinforced identity. No longer only a marketplace for ready-to-wear and accessories, the three-day trade show expanded its footprint by integrating Shoppe Object Paris, Bijorhca jewelry, the Salon International de la Lingerie and sourcing hubs like Interfilière and Bijorhca Elements. The result was an event that looked less like a single-category fair and more like a boutique ecosystem aimed at helping independent retailers and buyers curate lifestyle-driven assortments that create repeat footfall.

Organizers reported growth: visitor numbers rose 5 percent year-over-year and more than a quarter of attendees were newcomers. The combined format drew 1,760 exhibitors, signaling that trade events remain a vital place for discovery and commercial relationships—even as the wider trade-show landscape has contracted across parts of Europe. The show’s expanded remit offers a working model for how trade fairs can respond to shifting retail priorities: community, cross-category storytelling and product innovation that meets buyers’ demand for both safe, sell-through staples and distinctive, high-turn accessories.

A strategic merge: why Who’s Next integrated Shoppe Object and interiors

Who’s Next’s incorporation of Shoppe Object Paris represents a deliberate redefinition of what a fashion trade show can be. Organizers positioned the interiors program not as an afterthought but as a complementary offering that reflects how consumers now express identity through both what they wear and how they live. Retailers are increasingly translating this behavior in-store—mixing clothing with homewares, accessories, books or lifestyle objects to extend dwell time and deepen customer relationships.

The numbers validate the approach. With 60 percent of visitors coming from outside France and 26 percent attending for the first time, the combined event broadened Who’s Next’s reach beyond its historical domestic base. Frédéric Maus, chief executive officer of WSN, described the edition as proof that integrating five communities creates “exponential traction.” That traction matters because many European trade events have reduced scope or closed since the pandemic, concentrating buyers at the few platforms that remain comprehensive.

The move mirrors strategic integrations seen elsewhere in the exhibitions world. For example, Maison&Objet focuses on home and lifestyle with a curated mix that encourages retailers to buy across categories, while larger fashion fairs like Pitti Uomo in Florence emphasize lifestyle elements alongside garment commerce. Who’s Next’s model takes that logic and applies it to a combined format—ready-to-wear, accessories, jewelry, lingerie and interiors—so buyers can shop a cohesive lifestyle proposition in a single visit.

Attendance and international reach: who’s buying and why it matters

Trade-show ecosystems succeed when they reliably attract the right mix of buyers. January’s Who’s Next achieved precisely that. International buyers represented a sizable majority, accounting for 60 percent of visitors. WSN attributed this increase to the consolidated offer and the retreat of other regional events—buyers who once split their time among multiple fairs are now converging at fewer, larger platforms.

Why does that matter for exhibitors? Consolidation reduces the friction and cost of buyer outreach. A single, well-attended show presents a higher probability of meeting international accounts: multi-brand boutiques, department stores, specialty retailers and digital boutiques that are actively seeking new product categories to differentiate their offering. For founders and small brands, that concentration of buyers increases the odds of meaningful wholesale orders and longer-term partnerships.

The make-up of attendees also influences the product mix. International buyers bring diverse market expectations: some prioritize price competitiveness and fast turnaround, others seek artisanal differentiation and sustainability credentials. Who’s Next’s cross-category format created opportunities for brands to present a fuller narrative—homewares complementing apparel, jewelry as finishing touches, lingerie as a lifestyle layer—making a stronger case for multi-category wholesale placements.

Retailers respond: building community, content and curated assortments

Boutiques that thrive in today’s market approach retail as an experience and a social hub rather than solely a point of transaction. The January show highlighted retailers adopting content-first strategies and curated inventory as the route to sustained engagement.

Woodlane of Doune, a Scottish boutique, exemplified this shift. Owner Cheryl Sivewright produces a daily 30-minute video broadcast on Facebook that showcases merchandise and invites customer interaction. The format generates a sense of community and loyalty that translates into purchases and repeat visits. That kind of content-driven engagement aligns with the in-person retail strategy many buyers at Who’s Next are pursuing: if a store can tell a cohesive story across clothing, homewares and accessories, it becomes a destination.

The boutiques gaining traction are those that circulate multiple categories around a clear theme or passion. Small lifestyle stores that sell pottery alongside knitwear, or curated gift shops that blend scarves, jewelry and candles, create cross-sell opportunities and justify more frequent customer visits. The show’s combined format enables retailers to source these complementary lines in a single trip, streamlining curation and supporting the experiential retail model.

Case studies from other markets reinforce the point. Independent retailers in cities such as Copenhagen and Portland frequently stage events—book readings, maker nights and styling sessions—that turn stores into social venues. Wholesale partners discovered at trade shows can feed those in-store events with product and storytelling partners, deepening the community loop.

Product trends: classic silhouettes, comforting materials and accessories that sell

Designers at Who’s Next presented a clear division between categories. On the ready-to-wear side, collections leaned conservative: classic silhouettes, comforting textiles such as velvet and corduroy, and color palettes that favored warm, traditional tones. These choices reflect buyer demand for low-risk, timeless pieces that promise steady sell-through.

Accessories told a different story. Exhibitors displayed a more eclectic range: small-scale impulse items at lower price points, add-on accessories, and personalization or customization options that invite repeat buys. Notable categories included socks, small woolen accessories, and modular add-ons like iron-on patches or mix-and-match handbag embellishments.

Buyers emphasized balance. Retailers need wardrobe pillars they can sell every season, but they also seek accessories that stimulate frequent purchases and social-media friendly display moments. Satellite, a longstanding jewelry exhibitor at Bijorhca, shifted its collection over the past two years toward bolder statement pieces produced with cost-efficient techniques like 3D printing and resin metallization. These methods reduce raw-material weight and price exposure while delivering eye-catching looks—precisely the kind of product that can create immediate in-store impact.

Small accessories bring velocity. A boutique that pairs a classic knit with a selection of low-price custom patches or playful handbags increases average basket size and retains customers who return regularly for fresh accoutrements.

Customization and personalization: a practical lever for boutique differentiation

Customization emerged as a practical strategy for boutiques and brands. Several exhibitors presented modular products or embellishments designed to be personalized: Bonjour Cocotte repurposes vintage silk scarves into iron-on patches and woven necklaces, Bag + Block offers interchangeable building-block decorations for handbags, and satellite brands emphasize patches or customizable finishes.

Customization works on multiple levels. It shifts some of the value proposition from commodity to experience: a patch, monogram or modular element turns a standard purchase into something unique to the customer. It also lowers perceived risk for retailers by allowing them to offer a base product with multiple upsell pathways. For digital-first retailers, offering customization supports social content—customers share bespoke combinations on platforms like Instagram and TikTok, providing organic marketing.

Operationally, customization demands new processes: on-demand embellishment, stock-keeping of modular components and training staff in up-sell techniques. Brands and boutiques testing this approach at Who’s Next indicated it’s becoming mainstream rather than a boutique-only experiment.

Sourcing, tariffs and supply-chain pressures: the India challenge

Retailers face practical constraints that affect buying choices. Several buyers at the show raised the same issue: tariffs and geopolitical trade dynamics are complicating sourcing, particularly for garments and accessories produced in India. While India remains a core supplier for many categories due to its scale and cost advantages, elevated duties and logistical complexity are squeezing margins.

Wholesale buyers from regions with higher import costs described the situation as untenable in some cases. For small to mid-size boutiques, there’s limited flexibility to absorb rising duty charges without passing them to consumers, which can suppress demand. The result is two-fold: buyers become more cautious in order size and look to diversify supplier bases to countries with predictable duty regimes or closer proximity to target markets.

The practical responses include:

• Diversifying manufacturing footprints to include Portugal, Turkey or Morocco—locations offering shorter lead times for European retailers and fewer tariff uncertainties.
• Increasing order consolidation and negotiating better landed-cost terms with suppliers to smooth volatility.
• Shifting assortment mix toward higher-margin accessories or customization options that can offset raw-material price increases.

These tactical moves are not new, but the current environment has intensified their adoption. The winners will be retailers and brands that can balance cost management with the need to present a unique, community-oriented assortment.

Technology and material innovation on display

Who’s Next showcased a number of technical and material innovations that reflect broader industry shifts. Jewelry and accessories demonstrated the strongest evidence of technological reinvention.

3D printing and resin metallization allowed brands such as Satellite to craft statement jewelry pieces that echo heavyweight designs while remaining light and more affordable. Producing a chunky, mesh-like brass effect through printed materials demonstrates how designers can replicate the visual weight of traditional metals without the associated raw-material costs.

Sustainability-friendly materials also had a presence. Biju’s cellphone-stand bracelet, made from cellulose acetate and fully recyclable, responds to consumer demand for durable, recyclable materials. Save the Duck’s debut at the show reinforced the market for animal-free outerwear—a category that pairs ethical positioning with technical performance fabrics.

Beyond materials, adaptability and modularity were product themes. Bag + Block’s LEGO-compatible handbag attachments and Bonjour Cocotte’s patch-based approach underline how physical customization can be engineered into product design. Such built-in modularity reduces the need for aftermarket personalization and supports scale because the base product can be made en masse while personalization happens closer to the point of sale.

These innovations point to a broader industry logic: designers are using technology and material science to offer novelty without sacrificing unit economics. For retailers, that creates a pipeline of products that can both capture attention and be merchandised at sensible price points.

Brand spotlights: what nine discoveries reveal about the market

Who’s Next served as a curated lens on where small and emerging brands are focusing their energy. The exhibitors profiled at the show illustrate several converging tendencies: craft and storytelling, modular design, sustainability, and a willingness to blur category lines.

• Bonjour Cocotte (Accessories): Virginie le Duc reinvented vintage silk scarves through embroidery and iron-on patches while upcycling scraps into pearl-accented necklaces. The brand taps into intergenerational emotions tied to scarves, presenting a low-volume, high-storyline product that appeals to boutiques seeking a narrative-led accessory.
• Bag + Block (Bags): This Spanish label produces artisan-made, fabric-lined bags in India, decorated in Spain by nonprofits that employ people with mental-health challenges. The LEGO-compatible customization system creates an active, tinkering relationship between buyer and product, and the brand’s social mission supports retail storytelling.
• Outrè (Apparel): Yuval Alroey’s "art-to-wear" pieces repurpose Gobelins tapestries into tailored garments and macramé-framed pouches, showing how archival materials can be reinterpreted for contemporary wardrobes.
• Iamactive Studios (Apparel): This Dubai-based label emphasizes oversize, modular cuts and elevated essentials in sustainable fabrics—Tencel, viscose and cotton—targeting retailers seeking comfortable, day-to-night pieces with subtle design details.
• Graine (Apparel): A Portugal-made, sustainability-minded label that uses organic cotton and deadstock, showing the persistent market for small-batch, responsible manufacturing in Europe.
• Biju (Accessories): A pragmatic design response to everyday need—Timothée Biju-Duval’s phone-stand bracelet demonstrates how functionality paired with design can secure retail interest and even win innovation awards.
• Julia Mosina (Jewelry): Filigree, lace-like openwork pieces ranging from silver to gold that position jewelry as quiet but powerful self-expression; the line’s pricing spans accessible to high-end, allowing multi-tiered retail placements.
• Elena Najdovska (Jewelry): Sculptural pieces inspired by animal skeletons reveal a willingness among buyers to stock conceptually driven, conversation-starting products.
• Satellite (Jewelry): Using 3D printing and resin metallization to create statement jewelry that is lightweight and more materials-efficient.

Together, these brands underscore several signals. First, buyers still prize craftsmanship and narrative. Second, modularity and customization are fertile ground for increasing velocity. Third, sustainability and ethical positioning remain persuasive for retailers and end consumers. Fourth, technological approaches allow brands to deliver distinctive design affordably.

What buyers and boutiques are looking for: price points, small batch and sustainability

The price ranges observed at the show reveal how brands are positioning themselves for different retail models. Entry-level wholesale lines—Iamactive Studios quoting 30 to 150 euros—target multi-brand retailers and digital boutiques with higher velocity potential. Mid-priced brands like Bag + Block (about 150 euros retail) and Graine (45 to 189 euros retail) position themselves for boutiques that balance traffic and margin. High-end jewelry, such as pieces from Julia Mosina (400 to 15,000 euros), serve specialty accounts and galleries.

Retailers are calibrating assortments accordingly. Many buyers said they were “being reasonable in their purchasing,” reflecting macroeconomic caution. They prioritize:

• Staples that minimize markdown risk.
• High-margin accessories that drive impulse buys.
• Limited-edition or artisanal items that create store exclusivity.
• Sustainable or locally made ranges that meet consumer ethics.

Small-batch production is attractive for boutiques because it reduces inventory risk and supports a perception of scarcity. Brands producing in Portugal or within Europe can offer shorter lead times and smaller minimum-order quantities, aligning with this retailer preference.

Sustainability remains a cross-category filter. Consumers increasingly expect transparency about sourcing, materials and manufacturing practices. Brands that can demonstrate responsible production—using deadstock, organic fibers or recyclable materials—gain leverage in wholesale conversations. Save the Duck's presence and the use of cellulose acetate by Biju exemplify how material choices are both ethical and functional selling points.

Trade shows reimagined: the role of regional events after the pandemic

The post-pandemic trade-show landscape has reconfigured. Some regional events have scaled back or shuttered, increasing the strategic value of the remaining platforms. Who’s Next capitalized on that reality by expanding its footprint and offering cross-category synergies that reduce the need for buyers to travel to multiple events.

Trade fairs are now judged less on sheer scale and more on their ability to solve retailer problems: delivering curated discovery, ensuring international buyer traffic, and facilitating business services beyond the event—such as lead-generation platforms, marketplace integrations and after-show support. Who’s Next’s acquisition of a majority stake in retail service provider Labomode, which runs the Fashop and Pagesmode platforms, is an example of organizers evolving into year-round partners. That capability helps boutiques navigate market changes with services that extend beyond the three days of the show.

The consolidation also changes exhibitor calculus. Brands now decide whether to invest in bigger, more comprehensive fairs that draw cross-category buyers, or to focus on highly targeted niche events. Smaller brands benefit from broader platforms that can introduce them to boutiques seeking lifestyle assortments; larger brands may use the consolidated shows to reach new markets or test adjacent categories.

Actionable takeaways for retailers and brands

The January edition of Who’s Next offers practical lessons for both buyers and exhibitors:

For retailers:

• Curate with coherence. Mix apparel, accessories and homewares around a theme to give shoppers reasons to linger and return.
• Invest in content. Regular video showcases and social programming translate into an engaged customer base that values product storytelling.
• Balance staples with novelty. Secure reliable basics to stabilize gross margin and add low-cost, high-turn accessories to increase basket size.
• Plan for sourcing volatility. Diversify suppliers and evaluate nearshore manufacturers for speed and lower tariff risk.

For brands:

• Design for modularity and customization to create multiple revenue pathways from a single SKU.
• Consider production geography strategically: proximity can be a competitive advantage for quick replenishment and lower landed costs.
• Leverage technical innovation to maintain design distinctiveness while controlling material costs.
• Tell the story. Buyers at Who’s Next rewarded brands that paired product with a clear, authentic narrative—whether through upcycling, social missions or craft heritage.

For show organizers:

• Offer year-round services that support buyer-supplier relationships beyond the event—marketplaces, networking tools and curated retail services increase the show’s utility.
• Preserve cross-category formats to keep international buyers engaged and create fertile ground for discovery.

FAQ

Q: What made the January Who’s Next edition different from past shows? A: The show integrated five communities—ready-to-wear, accessories, jewelry, lingerie and interiors—by incorporating Shoppe Object Paris and adjacent sourcing sections. That multi-category approach increased international attendance and created a lifestyle-focused discovery platform for buyers.

Q: Did international attendance change this year? A: Yes. International buyers represented about 60 percent of visitors, and first-time attendees made up roughly 26 percent of total visitors. This shift reflects both the expanded offer and the consolidation of trade events across Europe.

Q: Which product categories generated the most interest? A: Ready-to-wear focused on classic silhouettes and comforting materials, while accessories stood out for eclectic, lower-priced, high-velocity items and customization options. Jewelry showed material innovation with 3D printing and metallization techniques.

Q: How are tariffs and sourcing issues affecting buyers? A: Buyers reported that tariffs—particularly for goods sourced from India—are squeezing margins and complicating procurement. Responses include diversifying sourcing to nearby countries, negotiating better landed-costs, and balancing assortments toward higher-margin accessories.

Q: What role does customization play in wholesale today? A: Customization is a practical differentiator. Brands offering on-product personalization or modular elements enable boutiques to provide unique experiences and generate repeat purchases. Customization also enhances social content potential and store exclusivity.

Q: Are sustainability and ethical manufacturing still important to buyers? A: Yes. Brands using deadstock, organic materials, recyclable components or animal-free alternatives (for example, Save the Duck’s outerwear) remain attractive to retailers and consumers seeking ethical credentials.

Q: How should an independent retailer approach buying at a combined trade show like Who’s Next? A: Prioritize coherence in assortment: seek complementary lines across categories that support a clear store narrative. Use the show to source both wardrobe pillars and lower-price accessories that drive frequency. Plan for supplier follow-up—ask about minimum order quantities, lead times and customization capabilities.

Q: What strategies can exhibitors use to convert show meetings into orders? A: Prepare concise linesheets with clear pricing and MOQ options, bring storytelling assets that demonstrate product provenance, and outline after-show fulfillment capabilities. Offer modular or customizable options that enable retailers to test with limited risk.

Q: Will the trend toward combined lifestyle trade shows continue? A: The January edition suggests the model is likely to persist. Consolidated shows reduce buyer travel costs, increase discovery opportunities for exhibitors, and align with retailers’ appetite for multi-category assortments and community-building retail experiences.

Q: How can retailers use product and content strategies together? A: Use in-store events and regular video content to showcase multi-category pairings and new arrivals. Feature customization workshops or styling sessions that turn product drops into social gatherings, enhancing customer loyalty and converting foot traffic into sales.