Rebranding at Cuir a Paris

18 September 2014

Since acquiring Cuir à Paris earlier this year, Première Vision has been mindful of not making big changes to something that has worked, and continues to work, very well. But as this edition of the fair comes to a close, questions remain about whether or not the fair will become more global, how the range of exhibitors will expand, or how they will adapt to its new proximity in the calendar to Lineapelle in Milan.

One thing that is already clear is that a new brand policy that will be implemented as of February 2015 when the Première Vision name will be made front and centre. So, for example, Cuir à Paris will be rebranded Première Vision Leather.

In a statement, the company aims to strengthen and enrich the international appeal for each of its shows, to make the experience of the shows more efficient, and to maximise the potential of the Première Vision brand across all its shows at the Parc des Expositions just outside central Paris. They also mention that in November one of the first rollouts of the new brand policy and the reconfiguration of the shows' communication channels will focus on a redesign of Cuir à Paris's website, as well as the other five websites for the other shows that focus on fibres, fabrics, textiles, fashion and design, and fashion manufacturing.

Change makes people nervous and for those at Cuir à Paris, who are now collectively employees of Première Vision, there's a sense of stepping into the unknown and moving in a new direction. Apart from the name, we're told, the core strategy of the show remains the same -- but the question remains: For how long?



Privacy Policy
We have updated our privacy policy. In the latest update it explains what cookies are and how we use them on our site. To learn more about cookies and their benefits, please view our privacy policy. Please be aware that parts of this site will not function correctly if you disable cookies. By continuing to use this site, you consent to our use of cookies in accordance with our privacy policy unless you have disabled them.