By  on March 7, 2011

Eurovet has big plans for the Mode City trade fair, which for the first time will be staged in July, at the Paris Expo at the Porte de Versailles.

Marie-Laure Bellon-Homps, Eurovet’s chief executive officer, said the color theme for the July 9 to 11 edition for lingerie, swimwear and loungewear, as well as the Interfilière textiles section, will be a “vacation-inspired” range of white, yellow and gold that emulate the sun and the summer season. The exhibition previously took place in early September.

“We are going to focus on newness and trends in July, and the mood will be sunny and bright with lots of sun, sand, beach chairs and frescoes of beach scenes,” said Bellon-Homps. “A lot of swimwear vendors such as Miraclesuit and Gottex will launch their seasonal collections in Paris.”

She added that a “buyer assistance” program replete with a concierge team will be available for 3,200 retailers who have specialty boutiques along the coasts of France, Italy, Spain and Germany. The team will provide reception service at airports and train stations, organize shuttle service to the three-day fair, secure discount rates for hotels and make reservations at restaurants, shows and cultural events. There will also be individual reception service and point of contact at the fair.

“It’s a good way to get retailers who have shops at resorts and along the coast to come to Paris and feel as if they are on vacation. We will even organize travel plans for retailers to travel with their families,” she said.

Eurovet will also organize a guided bus tour of landmark buildings and other addresses in Paris.

A highlight of the fair will be the return of the Ultra Soirée reception and fashion show at L’Espace Vendôme in Place Vendôme, Paris.

“The show was on a two-year hiatus but we felt the time was right to reintroduce this upscale event. The theme will be inspired by Les Grands Voyages and the Orient Express,” said Bellon-Homps.

Also new will be a trend forum presented by international trend forecaster Li Edelkoort and Trend Union.

Regarding visitor turnout, Bellon-Homps said she anticipates around 25,000 attendees, 70 percent of whom will be international buyers. More than 500 brands will be exhibited.

“We are also planning a collaboration with Italian brands and we will feature for the first time in Paris a private area for Brod’Crust [embroideries], like we do at our Shanghai show,” said Bellon-Homps.

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