Promoting the image of Paris as a center of creativity and fashion might not seem like such a daunting challenge — after all, the City of Light has been well known for centuries as a hub of the arts, la mode included. But keeping that spirit going entails more than one might think and it’s Etienne Cochet’s mission as president of Paris Capitale de la Création, or Paris Capital of Creativity. He sat with WWD to discuss the strategy.
WWD: When was PCC created and why?
Etienne Cochet: Founded in 2003, the association Paris Capital of Creativity today groups 19 salons. This structure represents the largest gathering of l’art de vivre (lifestyle) [specialists], across the fashion [and home design domains]. The idea is to [use Paris as a center] for expressing the creative force behind France’s l’art de vivre. Thus, a positive, creative image of Paris radiates internationally.
WWD: Paris is known internationally as the capital of creation. Historically, how did Paris establish this reputation?
E.C.: Aside from Paris’ historical and cultural merits, our city has an unfailing magnetism as a cradle for creative talents of all variety. This [love affair] between designers and Paris goes way back. Without going back as far as the 17th and 18th centuries, during the first part of the 20th century, the city attracted the greatest fashion and furniture designers. Even today, a number of foreign designers come to Paris to get inspired, create and present their collections.
WWD: Do you have to keep working at maintaining that image?
E.C.: Paris remains the top travel destination in the world, but we cannot stop at this observation. We strive to keep this dynamic alive and expand our services to foreign visitors, while still maintaining our position of excellence. Paris also offers workplaces and structures for French designers and, of course, foreigners. Paris is the city where one creates.
WWD: What kinds of marketing initiatives have you put into place to reinforce Paris’ reputation as the capital of creation?
E.C.: The collective Paris Capital of Creativity since its inception has established several initiatives geared to promoting Paris’ position [as a center for fashion and design salons] to international visitors. These include:
• A general promotional campaign under the Paris Capital of Creativity banner.
• Welcoming international visitors at partner hotels, train stations, airports, taxis and free shuttles.
• The operation Designers of the Year, where each fair elects its designer.
• A Web site and a blog dedicated to relaying all news concerning the fairs and creation.
• An exclusive guide to the top 100 addresses in Paris.
• Strong international promotion via press conferences and meetings with buyers and designers in Europe and in emerging countries.
WWD: How much government funding does PCC receive?
E.C.: [We receive support] from the local region and the city of Paris for hosting international visitors and organizing press conferences abroad.
WWD: What is PCC’s biggest competition in terms of cities?
E.C.: Milan, London or New York are all attractive cities, as are other emerging capitals, especially in new markets. However, none of these cities boast such an offer of fashion and design. Only in Paris will you find this number of shows operating over the same period on the fringe of fashion week. They are as rich in content as they are the quality of visitors.
WWD: How many visitors do the salons attract?
E.C.: Paris Capital of Creativity annually gathers no fewer than 17,500 exhibitors, 600,000 visitors and 9,000 journalists converging in Paris from over 115 countries.
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WWD: Are you trying to attract buyers from new markets (such as China) to come to the trade shows?
E.C.: New markets like China and India are obviously important targets for our shows. These countries are moving very quickly and have exceptional growth. Furthermore, growth for these economies tends towards high-end segments. These countries are also breeding grounds for inspiring designers who often mix traditional skills and innovation and their offer has its place in our salons. In parallel, visitors from these countries come to Paris to discover new talents, and import contemporary European design.