By  on August 20, 2007

Lingerie Americas

Following a successful five-year stint in New York, the Lingerie Americas trade fair will launch its first Lingerie Americas Las Vegas show Aug. 26 to 28 at the Venetian Resort Hotel.

Patrice Argain, chief executive officer of Lingerie Americas Inc., said the reason for staging a Las Vegas venue was based on strong reaction from vendors and retailers.

"We are devoted to making the Las Vegas show just as strong as the New York event," Argain said. "The entire team is very excited about the opportunity to help exhibitors reach West Coast buyers."

Sylvain Heraud, project director for the trade show organizer, noted Las Vegas was selected as the "best city" to stage an upscale lingerie trade fair in the West based on a marketing survey.

"We did a survey by mail and e-mail with 800 store owners and gave them a choice of three cities: San Francisco, Los Angeles and Las Vegas," said Heraud. "About 75 percent chose Las Vegas because it makes sense for any show to take place during MAGIC and it's inexpensive to fly there, especially for people on the West Coast. It's also a city where people can have fun."

Heraud said around 1,200 visitors are already registered and expectations are that more than 1,000 retailers will turn out for the fair, which will be located on the fourth level of the hotel.

"One thing in particular that is very interesting is that many of the preregistered visitors are not in our database," said Heraud, noting West Coast retailers account for two-thirds of preregistered retailers.

In addition to major stores, specialty boutiques and mail-order operations, e-commerce businesses are expected to generate a strong segment, he said.

So far, the number of exhibiting brands totals 130 names from the designer, better and national brand arena. "It's still going, with more booths to come," he said.

The fair will feature a mélange of top fashion brands, including Natori, Josie, Elle Macpherson Intimates, Calida, Eveden, Prima Donna, Marie Jo, Van de Velde, Carol Molony and the licensed Oscar de la Renta and Betsey Johnson Intimates collections at The Carole Hochman Design Group. The show also will spotlight major French brands such as Aubade, Barbara, Chantelle, Empreinte, Huit, Ravage, Simone Pérèle, Lou and Lejaby, which is owned by The Warnaco Group. Other American and European fashion brands will include Marlies Dekkers, Blush, Lela Rose, Clo, Wendy Glez, Vida by Juliana Paes, Rosapois and Nina V.Two seminars will be presented:

- The "Eveden Inc. Fit School Seminar," which will be presented daily at 11 a.m. by Frederika Zappe, Eveden's national fit specialist, and Jim West, director of marketing and product development for the U.S.

- "What Women Want: Taking Your Business to the Next Level," with Sarah Daniels, publisher of Intimate Apparel Business magazine, at 3 p.m. on Aug. 27.

"We expect a very promising first event," Argain added. "The power of attraction of these brands is undeniable and we are confident this selection will enable us to deliver a very high-end show."

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