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Tranoï trade show appoints Boris Provost as president
Tranoï has picked the helmsman to steer its new course. FashionNetwork.com has learned that the French fashion show organiser, currently in the midst of a repositioning effort, announced the appointment of Boris Provost as president starting this September, a few months after the departure of David Hadida, who held the post for seven years. Provost has also become a shareholder in Tranoï, with a minority stake.
Provost’s is a familiar name in the fashion show industry: after working many years as press officer in the Parisian night-life and fashion sector, he was a member of the executive team of show organiser WSN Développement for over 13 years. He joined WSN Développement in 2003 as marketing and communication director of Who's Next, and later became a member of the executive committee, taking on the role of director of brand strategy and international development until 2016.
Provost then joined the ranks of another leading show organiser, Reed Exhibitions France, where he was in charge for three years of Equip'Hotel, a hotel and catering industry B2B event. At the start of 2019, he was put in charge of Reed’s Hospitality & Food division, and now he is back in the world of fashion as the president of Tranoï.
He will lead an executive board consisting of two experienced Tranoï managers, Laura Marchal, production director, and Marco Pili, commercial director, and of Diane Lepel Cointet, marketing and communication director, who joined last summer. Provost will also be supported, “at the start of his mission” by Armand Hadida, “who has been for some time keen on preparing the hand-over of Tranoï and its heritage, while still working as creative director,” stated the show organiser.
Faced with the difficulties caused to the fashion show sector by the transformations taking place in the fashion industry and in consumer behaviour, Tranoï is entering a new phase. The remodelling of its events began in Paris at the recent June edition, with a redesigned visitor flow and revamped exhibitor range, but it will surely continue with other modifications in months to come. An event in China, Tranoï Shanghai, was launched last spring in partnership with influential local organisations DFO International and OnTimeShow, an example of the kind of diversification Tranoï is aiming for. The second edition of the Shanghai event is scheduled for next October.
In 2013, investment firm HLD acquired a 30% stake in Tranoï, with Armand Hadida and Patrick Lecêtre sharing the rest among themselves. Provost has now entered the picture too, though his exact stake and that of the other existing shareholders is not known.
In the months prior to Provost’s appointment as president, Tranoï called on the services of Philippe Rougale, a specialist in company hand-overs and reorganisation through his firm, Korisence. Rougale led the show organiser ad interim and also worked on its reorganisation, an effort that was praised by Tranoï: “mindful of Tranoï’s deep-seated values and of the challenges facing it, and in order to tackle strategic challenges and maintain the company’s internal cohesion, Philippe spearheaded a reorganisation which enabled the company and its driving forces to enter a new phase. Together with our staff and our shareholders, we would like to thank him for his work and for accomplishing a swift, orderly and effective transition.”
The next edition of Tranoï in Paris will be held from September 27 to 30 at the Carrousel du Louvre, alongside its showroom formats in rue de Richelieu and rue de la Roquette. It will be the chance for the new president to give a broader insight into his vision for the seasons to come, which rests on several elements: “a return to a more selective range of exhibitors, the development and deployment of a service strategy, and a strengthening of the show’s international presence.”
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