PARIS — Leading French lingerie trade fairs Lyon Mode City and Interfilière are moving to the City of Light.
This story first appeared in the December 21, 2007 issue of WWD. Subscribe Today.
Eurovet, the shows’ organizer, said Thursday that the salons, which have been held in Lyon, France, for 24 years, will decamp to Paris in the fall.
The lingerie, beachwear and textile fairs will be staged at the Porte de Versailles exhibition space from Sept. 6 through 8. The shows will coincide with the Paris fashion and accessories fairs, Prêt à Porter, Who’s Next and Premiere Classe, which run Sept. 4 to 7.
“The show had been losing momentum since 2004,” said Florence Mompo, the fair’s visitors’ marketing director, who cited a tough economic climate as being among reasons for the decline. The fair recorded 1,600 fewer visitors at its September show compared with the previous year’s session.
Significantly, for its September 2006 edition, a number of French brands such as Aubade, Princesse Tam Tam and Huit pulled out of the fair.
“The show had lost its appeal, but both buyers and exhibitors continue to express strong demand for the category,” Mompo said, adding that she hopes a remodeled fair in a more central location will entice the major players back into the fold.
Savvy marketing and communications, plus an emphasis on traditional French and luxury brands, will be among the key elements of the revamped shows, along with a new sports-oriented segment that will cater to yoga and Pilates brands, Mompo said.
“It’s sad to see it leave Lyon, but something needed to be changed,” said Daniel Perret, chief executive officer of Millesia, which owns the Nina Ricci lingerie license. Perret noted a drop in visitor attendance in the last two years.
“The timing is still late in the season, but overall, it will be much more practical for visitors and exhibitors,” agreed designer Chantal Thomass. “It will draw more international buyers to the show.”