Playtime prepares virtual showroom Playologie this winter season

Sebastian Hutten and Marie Czapska, the founders of Playtime fairs, which are dedicated to children and mothers-to-be, launched the virtual showroom Playologie last June. Since then, the new interface has evolved and is now available in seven languages: English, French, German, Spanish, Russian, Japanese and Korean. The topics on this online shopping platform cover various children's fashion segments but also child care, maternity and decoration and design. In view of Playologie's commercial launch this winter, Sebastian Hutten explained this innovative concept in an exclusive interview with FashionUnited.

How did you get the idea to create a live B2B platform online?

Sebastian Hutten: We found that brands were mostly overwhelmed by business management, order tracking and customer relationships. They find themselves trapped with no time to communicate with buyers or to find new ones. Also, habits have changed and many orders are placed or confirmed today after trade fairs. It therefore seemed essential to create a specialized tool that provides both visibility worldwide and allows its users to work with more peace of mind.

What are the advantages for brands to work with this tool?

Playologie centralizes all marketing, takes orders easily and interacts with buyers. Developed by Playtime and offered in seven languages, it provides instant global visibility to a unique network of specialized buyers.

... and for the buyers?

For buyers, Playologie provides year-round free access to brands for ordering new collections or finding products for immediate delivery. Gone are the days when catalogs won't download, controls are too complicated, there is a problem with communication or last-minute three-day exhibitions, etc. Buyers can now take their time when placing orders, choosing from an outstanding brand portfolio.

What time of the year are sales being held?

All year round through immediate deliveries but for new collections simply according to the pace of the trade shows.

Since its launch in May 2014, how many brands have joined Playologie? Where do they come from?

In one season, we recorded a hundred requests from brands worldwide: brands from the UK, Belgium, France, USA, Japan, Spain, Hong Kong, Scandinavia ...

What is the criteria required to register as a seller in this virtual showroom?

Like Playtime, we favor brands that have a strong identity.

How much does it cost?

The subscription depends on the number of pieces (50, 150, 300, etc.). The average is 2000 euros per year (two seasons) for unlimited access to the site and the iPad app.

Could this new interface eventually harm the actual shows?

We think of it rather as an extension [than competition] and direct contact [between players] is and remains indispensable. We see Playologie as a way to evolve fairs, to get them further than they have partially already become: Places of inspiration and meeting spaces where we talk about trends and ideas, where paths cross and where we meet the people we work with.

Will this tool slow down the number of orders at the shows?

This has already been going on for several years, we must instead follow the movement and strengthen links pre- and post-show.

Is there a security system installed for brands and buyers?

The system is completely secure; brands manage their site access with different levels of permissions; buyers have to share access codes issued to them as soon as we have verified their activity (the security we guarantee brands).

Could this online B2B fair speed up plagiarism as all collections and trends are mentioned here?

Access is strictly controlled, but we know that we are never completely protected from plagiarism, much less on a physical level than an internet platform where access is highly controlled and users can monitor each other's activity.

Regarding your international fairs, could you give us the sales volume in Paris, Tokyo and New York for this year?

Unfortunately, the brands do not tell us their figures. I can only tell you that the number of visitors has steadily increased each season since the first show.

Overall, what is the economic landscape for the segment children and motherhood?

The economic landscape, as uncertain as it is, remains positive and open to those who know how to differentiate and provide the means to maintain maximum visibility.

Playtime introduces Playologie from Playtime Paris, Tokyo, New York on Vimeo.