By  on July 16, 2007

Organizers of the Lyon, Mode City trade fair plan a major revamp of the lingerie, boudoir accessories and swimwear event after the absence of several top French brands last year.

Marie-Laure Bellon-Homps, chief executive officer of parent company Eurovet, said the goal is to make the show a global benchmark for those market segments. Eurovet was asked by vendors to propose several new ideas, including a "new formula for booths that do not require overinvestment," she said.

"Our goal is to make Lyon the perfect venue for promotion and exchange between fabric specialists, manufacturers and retailers," Bellon-Homps explained. "This year, we want to maintain a high level in the quality of our visitors and hope to have 20,000 visitors."

The fair, which again features the Interfilière textiles segment, is scheduled for Sept. 1 to 3 in Lyon, France.

Bellon-Homps anticipates a larger turnout of visitors and exhibitors from Western and Eastern Europe, Asia and the U.S. In 2006, the show featured 930 lingerie and swimwear brands and 400 fabric firms and had more than 19,000 visitors — 62 percent from outside France. However, the home country was still the best represented nation, with attendees from major department and specialty stores, show officials said. The European Union, led by visitors from Italy, Spain, the U.K., and newcomers, including Hungary, Croatia and the Czech Republic, combined for 67 percent of those who attended. Asia posted attendance of more than 22 percent, mainly from Japan and Hong Kong.

The show's overall product offering will be divided into three distinct spaces: Brands that feature lingerie, swimwear and beachwear will make up 37 percent; swimwear and beachwear, 30 percent, and lingerie, which will include bras, undies, corsetry, daywear, sleepwear, robes and at-homewear, will account for 33 percent.

"We also were asked to do an area dedicated to French corsetry, that respects the identity of the different brands with their different codes of communication," Bellon-Homps said. "And we are addressing the concept of a business convention, which would encompass tools to manage different meetings, which would possibly benefit from the network of Gold Club buyers."

The new business conclave will be called the French Lingerie Village. It will feature a lounge for private meetings for key customers and major accounts, as well as an exclusive presentation of new products. There also will be catwalk fashion shows highlighting products representing French "savoir-faire," she said. The area will be designed by Promincor, the association of the French Lingerie Federation, which has promoted French lingerie worldwide for more than 10 years.The participating brands, members of Promincor, will be: Chantelle, Passionata, Empreinte, Rosy, Millesia, Billet Doux, Sans Complexe, Lise Charmel, Antinéa, Antigel, Eprise de Lise Charmel and Nina Ricci.

This show also features several additions:

l A segment called Sport Achat will offer textiles, fabrics and accessories for outdoor activities, including mountain-climbing, as well as active-oriented sportswear. It will be paired in a dedicated space with Surf Village, which will feature surf-inspired swimwear, beachwear and water-related accessories. The Sport Achat venue, which is scheduled Sept. 2 to 4, has signed up 350 exhibitors.

l An area will feature children's swimwear and beachwear collections, such as Sable, Mayo, Paraso, Phax and Koru, and a Beachwear Accessories venue with brands like Bubbles and Pépin le Malin. There also will be an area called Spicy Boutique that will focus on opportunities to edit a full range of lingerie and swimwear, as well as innovative ideas and concepts to enhance the aesthetics of the retail ambience and bolster business.

l A format called The Evolution Gallery, a fashion panorama of cutting-edge trends on 11 podiums. The Evolution Gallery will be teamed with the Interfilière, and give a synopsis of cultural and global influences that can be interpreted for mass channels and the luxe trade. This gallery will encompass fibers to finished products in lingerie, swimwear, beachwear and sportswear.

"It will summarize all of the influences from upstream to downstream, from fibers to finished products in lingerie, beachwear and sportswear," Bellon-Homps said. "Each stage will be decoded, analyzed and highlighted in an educational and original way, with our signature spirit of fun."

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