Curve Lingerie Shows Expect Solid Attendance

CurveNV and CurveNY trade fairs benefit from the loss of a competitor, Lingerie Americas.

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Despite retail consolidation and frugal budgets, preregistration of buyers at the CurveNV show in Las Vegas and the CurveNY show in Manhattan is strong, said Laurence Teinturier, executive vice president of CurveExpo Inc.

This story first appeared in the February 9, 2009 issue of WWD.  Subscribe Today.

“We have approximately 1,800 registered buyers for both lingerie fairs, and preregistration is 10 percent higher for New York over last year. Las Vegas is about the same,” said Teinturier. “We have been marketing like crazy. Not one day goes by that retailers are not approached by our telemarketers. We know which brands the retailers carry.”

Teinturier said the marketing objective is to “measure retailers and make sure they are within our customer’s market. Obviously, with one trade show in the market, we are very pleased because it no longer divides the industry.”

Teinturier was referring to its former rival Lingerie Americas, which said it would cease operations after European trade show giant Eurovet’s purchase of a 30 percent stake in CurveExpo in November.

She noted that the number of brands for intimates, daywear, sleepwear, robes, at-homewear, men’s innerwear and swimwear continues to be “solid.”

“We will have 150 brands at the Las Vegas show, about the same as a year ago, and 200 brands for the New York show, double the number from 2008,” said Teinturier. “It is the first time we have so many new brands at both shows, with 25 in New York and 19 in Las Vegas, and it’s definitely the men’s year at shows, with 14 brands at CurveNV and 11 brands at CurveNY. We are also very pleased that buyers will be able to circulate in the Coterie show because we’ll be sharing badges with the Coterie.”

The CurveNV fair is scheduled at The Venetian Resort Hotel from Feb. 16 to 18. The Feb. 22 to 24 CurveNY show will be in The Galleria at the Jacob K. Javits Convention Center.

Addressing the recession and its impact on exhibitors, Teinturier said, “Because of the troubled economy, we are trying to convince exhibitors to take less space. We feel exhibitors should have a return on their investment. We hired a contractor who can customize a stand without too many expenses, whether it’s with visuals or by using different colors.”

Teinturier would not give a price range for stands, but noted that “prices are not lower or higher.” The cost generally starts around $8,000 for a stand and several chairs, according to exhibitors.

Regarding the fair in Las Vegas, Teinturier said, “This will be our eighth season in Las Vegas, and we now have roots there. Everybody west of the Mississippi is shopping Las Vegas. CurveNV draws 40 percent of its lingerie buyers from the West Coast, 44 percent from the East Coast and the Mountain and Central regions, and 16 percent represent international buyers from Canada, as well as Australia, Japan, Mexico and even Europe.

“The turnout has always been strong in Las Vegas because people feel they are on vacation and it’s now so affordable. Some flights on airlines such as JetBlue offer round-trip fares for $90, and you can find hotel rooms from $45 to $219 for a suite per night. It’s very affordable.”

Addressing the New York edition, she said, “A majority of buyers in the East, including Quebec, will be shopping CurveNY. Seventy-five percent of our buyers in the East are coming from New York, New Jersey, Connecticut, Maryland, Pennsylvania and Massachusetts.”

A highlight of CurveNV will be a cocktail party, informal modeling and a raffle on Feb. 16 at The Venetian, where guests can meet Josie Natori, founder of Natori Co. There will be a roundtable seminar on Feb. 17 titled “Navigating the Storm,” which will be coordinated by Ellen Lewis, owner of Intimate Product Concepts Inc., a consulting firm. Speakers will include Jim West, an account executive at Chantelle; Guido Campello, executive vice president of merchandising and innovation at Cosabella, and Joe Smith, manager of international logistics and specialty stores sales manager at Wacoal America.

Details of presentations at CurveNY have not been finalized.


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