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"First Glance" from Paris...
Autumn/Winter 2013 Collection

Last week I went to Paris, to the fashion and fabric show “Première Vision” to get a closer look at the market and customer dynamics of our company Yünsa.

“Première Vision” means “first glance”… This trade show is a global organization that brings together the fashion and textiles sectors. Fashion designers, apparel producers and fabric manufacturers meet at this show for the fashion trends of the season next year (this show was for autumn/winter 2013), and determine the colors, cuts and fabrics all of us will be wearing next winter – which is actually the gist of the “first glance”. As it is kind of a “glance into the future” in that sense, one can’t help but get excited while visiting the show.

I’ve worked in many sectors so far, and I think it is fair to say that I have never seen such rapidly changing and creative content as in the apparel value chain. It is a very dynamic and attractive sector with products that are renewed in several aspects (color, cut, the combination of fabric, texture and yarn, formal/casual look, etc.) every 6 months in the form of two seasons, i.e. autumn/winter and spring/summer.

What will we see in 2013?

The highlights of this trade show I saw and heard as someone just getting introduced to the fashion industry are as follows:

Compared to this season, clothes with a more "woolen, woven look" will be more popular in casualwear in the shop windows of autumn/winter 2013. In suiting fabrics, on the other hand, we will see less "casual" and more "formal" clothes.

This sector, too, feels the weight of "the China reality"; it seems the rapidly increasing domestic demand in China will offset the balance in the wool market as well. Here's why: Most of the raw material of wool fabric comes from the sheep in Australia and is limited to the number of sheep. As the use of wool fabric in China increases, wool prices will go up in the long term. As wool prices increase, wool fabric prices will go up, and the percentage of wool in the fabric will decrease, which will have an effect on all consumers in the world.

In addition to a very successful presentation of the collection, and heavy customer traffic, Yünsa left its mark on the show with its extremely successful and witty advertising poster (see attached picture with the poster). Turkish companies that are successful in this sector have the design and R&D capabilities, as well as the competence to "listen to the customer/be quick to perceive changing needs" necessary to continuously produce innovative products, and they have to keep these capabilities alive.

Extraordinary and creative professionals of the sector, and the energy of shop windows that are renewed every season… These are the dynamics that excited me at "first glance" – it definitely gives you great pleasure with its action and energy. Does staging this show every year, every six months count as a routine? Is it possible to maintain the same excitement every six months? What I've seen on the show is that those who have been in the sector for a long time still experience the enthusiasm of their first day, and I think this is the formula of their survival and success.

I believe essentially it is about internalizing the question "how can I do even the most routine/familiar in a different way?", i.e. the skill to virtually always look at everything with that "excitement of the first glance". The dynamism of this sector makes it a requirement for success to embrace this approach; but I think it is possible to apply the excitement of the "first glance" to completely different industries, and even to the routines of our private lives by adding novelties, large and small, to our daily lives. What do you think?

Kind regards,

Mehmet N. Pekarun