Staging successful international trade shows will depend on creativity, better communication with retailers and exhibitors, and the flexibility to adapt to cultural, financial and fashion trends, said Marie Laure Bellon-Homps, president of trade fair giant Eurovet Inc.
Bellon-Homps, a 20-year veteran of the show circuit ranging from technology and children’s apparel to lingerie, swimwear and textiles, joined Eurovet in 2003 as an associate director. Since then, the trade show organizer, which stages the Salon International de la Lingerie and the new Mode City intimates fairs in Paris, has expanded its reach into the global community with two shows in Asia: Shanghai Mode Lingerie and Hong Kong Mode Lingerie.
“What’s going on right now is a paradox,” she said. “This is the first time we are dealing with a global [financial] crisis, but we had a very good Mode City show in September with a 25 percent increase totaling 20,040 visitors. I think at salons like this people need to focus on specific niches. People are spending less on stands, but at the same time they are demanding that we organize more networking soirees. I think that the future is to work much closer with exhibitors, which will make the salons more viable. With all sectors in a financial crisis it’s essential that you become more flexible.”
Bellon-Homps said part of a “modern approach” to organizing a successful trade fair is working with exhibitors before a show is staged.
“In order to get new customers we need to work in partnerships with our exhibitors far in advance,” she said. “Our role also is very important in the intermediate stage in terms of enhancing the greatest potential for greater exposure and a positive image for the brands. As an example, we no longer have the catwalk shows paid for by exhibitors. We base our selections for the runway shows by evaluating the best styles, silhouettes, creativity, and fashion trends.”
She added that the challenge in growing the trade fair’s presence is “multitiered.”
“You have to accelerate international development and increase the number of new products and ideas. You need to organize business appointments well in advance and target strategic zones in the global marketplace. In order to justify a show in today’s economy, you have to have enough exciting products and exhibitors to bring in visitors. We’ve even expanded our staff to include people from many nationalities, such as Russians, Chinese and Japanese, to enrich communications and partnerships.”
“Azzedine has been one of the biggest influences in my life. He has always been such a strong, loving, fatherly figure to me. I call him Papa. His designs are indescribably unique, they are pieces of art. He knew how to make the female form look its loveliest. I have so many memories of him; my favorite might be during my first show with him in Paris. He liked me and he wanted to help me get more work. He called all his friends at Kenzo and Comme des Garcons, and asked them to book me. They said, ‘But she can’t walk!’ And he said, ‘but she has such a great ass!' His friendship and support has been the great privilege of my career. I can't imagine life without him. Repose en paix mon Papa.” - @stephanieseymour tells @wwd. #wwdfashion (📷: @steveeichner) #alaia #azzedinealaia
Azzedine Alaïa, flanked by two of his closest friends, models Stephanie Seymour and Naomi Campbell.
He designed Seymour’s dress for her 1995 wedding to Peter Brant, and treated Campbell (who famously called him Papa), like a daughter. For more on the legendary designer, tap the link in bio. #wwdfashion #alaia #azzedinealaia
Azzedine Alaïa's “I-did-it-my-way” ethos stood out starkly at a time when brands are experimenting with consumer-facing fashion shows, coed formats and trans-seasonal collections – anything to perk up lackluster sales of ready-to-wear in an age of Insta-everything. “It’s not creation anymore. This becomes a purely industrial approach,” the late designer told WWD in an interview last year. “But anyway, the rhythm of collections is so stupid. It’s unsustainable. There are too many collections.” Read more about the iconic designer’s life and work on wwd.com, link in bio. #wwdfashion #azzedinealaia (📷: @WWD Archive, 1986) #alaia
Sneaker reselling app @goat’s latest exhibit, "The Greatest: New York," tells the story of New York's sneaker culture. To celebrate the exhibit, an intimate crowd gathered on Thursday night at the pop-up gallery space, located at Platform in Culver City, to hear guest speaker and illustrator @esymai talk about her own rise in streetwear and women in the business. "For me I'm just someone who is creative. I like to create things," said Chang. #wwdfashion
Azzedine Alaïa, one of the most iconic couturiers of the modern era whose body-con designs defined Eighties fashion, has died in Paris. The diminutive Tunisian-born designer, known for his structured knitted dresses with fitted waists and impeccably cut, figure-hugging second skin silhouettes was deeply admired by his peers, and counted supermodel Naomi Campbell - his adoptive daughter - among his inner circle, one of a gang of glamazons including Farida Khelfa, Carla Bruni and Stephanie Seymour who became ambassadors of his style. (📷: Alexandre Guirkinger) #wwdblast