PINK HEATER EXHIBITION

SALES - PRESS - CONSULTING AGENCY
PINK HEATER
EXHIBITION
SEPT 27TH - OCT 5TH 2016
MONA BISMARK AMERICAN CENTER
1
THE AGENCY
PINK HEATER is a creative agency and showroom in Paris that represents
some of today’s most original and innovative international jewelry and
accessory designers bringing them to the attention of professionals around the
world.
During Paris Fashion Week from Tuesday, 27th September through
Wednesday, 5th October 2016, the PINK HEATER agency moves offsite
to the Mona Bismark American Center, 34 Avenue de New York, 75016 Paris
where its designers will showcase their collections.
2
THE VENUE
The Mona Bismarck American
Center is the only institution
of its kind in France. It honors
the vision of its American
founder, Mona Bismarck, by
encouraging intercultural and
transatlantic artistic exchanges.
Housed in a splendid 19th
century private mansion
bordering the Seine, the Mona
Bismarck American Center
seeks to present contemporary
culture in Europe by offering a
diverse and multidisciplinary
program of exhibitions, events,
performances, artist talks,
colloquia and artists residencies. 6 rooms that all communicate on the 1st floor
of the 300.SQM of the mansion that create
intimate and luxurious atmospheres.
3
THE NETWORK
PINK HEATER has developed a portfolio of over 300 worldwide renowned
clients composed of the world’s leading retailers, concept stores, online
boutiques and the largest department stores.
The unique relationship Malika Benshila Hutin, founder of PINK HEATER,
has built throughout a decade has lead buyers from around the world to trust
her eye and the designers she supports.
A one-on-one privileged and quality access to the most influential key players
in the retail business.
Throught her deep understanding of the fashion business and strategic
investments, our founder steered PINK HEATER to become the one
stop agency of reference for international department stores and emerging
countries. PINK HEATER strong track record of sales development through
the combination of trend consulting, brand awareness and access to a network
of the largest distribution platforms.
4
THE PRESS
Media coverage for the event
is piloted by Mr. Pascal Dupin.
Among the top influencers in the
fashion world, Pascal has privileged
relashionships with trend setters
and established professionals from
the media, key public figures and
celebrities.
5
FOUNDER’S INTERVIEW
Malika Benshila Hutin capitalizing on years of
rich experience developed as an Agent for Fashion
Photographers and Stylists for a leading Paris/London
agency. Malika launched in 2008, PINK HEATER
AGENCY. Art Director, Stylist and Fashion Consultant,
she represents an eclectic range of cutting edge
contemporary designers. Malika’s relationships with
worldwide top buyers and editors, expose her clients to
international brand awareness. Her one-on-one approach
allows her to focus on each individual designer in her
care with customized services that specifially address
their needs and development objectives.
MALIKA BENSHILA HUTIN
WHAT IS THE MARKET LOOKING
FOR TODAY ?
There is a big demand in the market for
high quality, service-oriented promotion
and selling of brands. Designers come to
me saying they find it difficult selling their
lines and having to do self-promotion,
which makes them uncomfortable. And
buyers would rather not be in direct contact
with designers but prefer dealing with us
since we have the know-how to facilitate
procedures and transactions.
THE AGENCY
WHY DO A TEMPORARY
SHOWROOM ?
Since the pick of the business is done
during fashion week in Paris, a few years
ago I decided to create a temporary off-site
showroom specifically for fashion week
because there was a demand from designers
who wanted to integrate the agency
especially at that time.
I thought a 2 in 1 concept would work
perfectly; I could showcase my current
collections from the Pink Heater showroom
and also include new designers to present to
the buyers as they are always on the lookout
for trendy new brands, and I generally select
designers that buyers will be interested in –
style and price point wise.
.Many temporary showrooms open in
Paris during fashion week so the idea is to
work in that sense and get a maximum of
business and visibility for each and every
designer during that period.
WHAT DO YOU LOOK FOR IN THE
BRANDS YOU SELECT ?
Some brands have great designs but their
in-house marketing tools, their imagery
or production isn’t aligned with the B to
B business. I take an in-depth look at the
brand and, using key point analysis, can
determine if they are ready and suitable for
the stores I work with.
First of all, I look for designers that have
a fresh, innovative and experimental
approach along with mastery of
craftsmanship and good choice of materials.
It is very important, however, that the
designers are at a point in their development
where they are ready to commercialize their
products on a professional level.
HIBOURAMA
HOW DOES THE EVENT WORK ?
Basically, the Agency and staff moves
off-site for the event. The new platform
will be a spacious venue that allows us to
showcase the Agency’s current designer
collections alongside the new designer
collections.
Buyers and other professionals
particularly enjoy having the opportunity
to study all the collections in a relaxed,
attractive setting where we can guide
them with personalized attention. For
me, it is key that they feel comfortable
and enjoy the buying time as it is, in
general, a very rushed period for them.
WILL THERE BE ANOTHER
EDITION OF THE EVENT ?
Absolutely. There will be two editions
each year during the fashion weeks in
Paris. This allows for continuity in the
development and buyers are confident of
finding the next collections and have a
point of contact with the agency.
HOW DOES THE RELATIONSHIP
DIFFER BETWEEN DESIGNERS
REPRESENTED IN THE PINK
HEATER SHOWROOM AND THE
DESIGNERS SIGN UP ONLY FOR
THE POP-UP SHOWROOM ?
The Pink Heater Agency operates on an
all year round basis. For the designers
represented by the Agency and whose
collections we keep in the showroom, we
do the promotion of the brands through
the media on a continual basis and we
ensure the follow-up on all orders.
For the new brands who sign up for
the temporary agency, we have specific
terms of contract so that the designers
understand where our job begins and
stops. Their brands will be included
in any promotional activity in the run
up to the pop up showroom event and
their collections will be presented to
the buyers and other professionals who
visit us. We will take the orders and
then forward them to the new designers
to process them. The sales promotion,
however, stops at the closure date of the
presentation.
L.GEORGE
WHAT IS THE TURNOVER LIKE ?
For our permanent brands we have
a history of their turnover so we can
estimate what it will be as we have a
basis for comparison and can quantify, so
it is relatively easy to have visibility or
predict what sales will be like.
For the new designers that have signed
on for the temporary show, it’s important
to know the brand’s history: where it
is in the market, what type of numbers
have they already generated and so on.
There is a need for transparency in the
communication so everything is clear
and expectations are realistic.
We can have some good surprises as
we are always in contact with prospects
and specific stores that the brands
can be introduced to. We generally
concentrate on stores we know, usually
big department stores, so it’s a matter
of reaching out to the right person and
doing a good promotion of our brand
selection. This is the core of our job and
for the past 8 years we have concentrated
on nurturing these relationships and
making new ones.
THE AGENCY
WHAT CAN THE DESIGNERS EXPECT FROM THESE TEMPORARY
PRESENTATIONS ?
In the lead up to the event, the approach
in terms of marketing and promotion
will be exactly the same for all the
designers concerned. We will promote
the brands before the event and target
the stores we think could be a good fit.
Ideally, if we manage to open
ACCOUNTS for them with prestige
department stores like Harvey Nichols,
Bloomingdales or some great concept
stores in France or elsewhere in the
world, they can count that as a success.
It can happen, however, when presenting
a new brand for the first time to the
market and to professionals that we
don’t succeed in opening an ACCOUNT.
But if we manage to get concrete
feedback from the buyers, this can be
precious information that will help the
designers work on the collection. Also,
just being there again, the following
season, as I mentioned earlier –
continuity and proximity, is important.
Don’t forget, selling is all about building
relationships, but it doesn’t happen
overnight, it takes time, consistency and
passion !
6
COLLABORATORS
THE TEAM
VALENTINE
POZZO DI BORGO
Founder of
QUINTESSENCE
PARIS
MICHAËL
VANDEWIELLE
Showroom Manager
& Sales Director
PINKHEATER
PASCAL DUPIN
Press Relation
ATTITUDE
COMMUNICATION
RIMA SEKKAT
Projects Manager
PINKHEATER
CONTACTS
MALIKA BENSHILA HUTIN
Director
+33 7 85 58 26 56
[email protected]
MICHAEL VANDEWIELLE
Showroom Manager
& Sales Director
[email protected]
RIMA BENSHILA SEKKAT
Project Manager
[email protected]
61 RUE REAUMUR, 75002 PARIS
+ 33 (0) 1 40 46 96 30