NEW YORK — Shanghai is the next stop for Eurovet, the trade show organizer of the Salon International de la Lingerie in Paris, and the Lyon, Mode City fair in Lyon, France.

Eurovet general director Jehan Quettier said its inaugural Shanghai, Mode Lingerie trade fair is scheduled for Oct. 26-28.

“The show, the first of its kind in China, will be devoted exclusively to upscale, mid- to high-end lingerie products,” Quettier said. “It will be a selective show for Asian materials — a real professional sourcing platform — and it will have an impressive selection that will demonstrate the quality and the competitiveness of the products displayed.”

There also will be a smattering of swimwear resources, he said.

Quettier emphasized that the fair will be intended primarily for the Chinese market, noting that the decision to expand into China was twofold: China’s growing dominance in the global textiles and apparel sector, and the Chinese consumer market, which is an “opportunity that cannot be ignored.”

The consumer market in China for lingerie represents 200 million customers, according to Etude Eucimat, a French consumer marketing research firm. In 2001, overall innerwear retail sales for men and women in China totaled $5.7 billion, $2.3 billion of which was women’s lingerie. Total lingerie business is growing an average 15 to 20 percent a year (the average GDP growth per year in China is 9 percent).

The three-day event will kick off at the Shanghai Exhibition Center with a news conference for 500 visitors. The conference, as well as the two-day trade exhibition, will feature joint-venture and business opportunities, as well as sourcing and manufacturing information for lingerie managers and buyers at Chinese department stores, retail chains and franchises, finished product agents, exhibitors of brands and fabrics and the media.

The event will be followed by the Ultra Lingerie Fashion Show, a formal runway show that will feature what Quettier described as the “crème de la crème” of upscale lingerie fashion from European and Asian brands.

The exhibition will be segmented into two areas. One will be a lingerie forum called Private Lingerie showcasing five high-end Chinese brands, 20 international brands seeking to gain exposure in the Chinese market place and 15 European weavers. Quettier said the ambience will be that of an intimate showroom setting, where meetings will be set up for executives.

This story first appeared in the June 6, 2005 issue of WWD. Subscribe Today.

The second area will be Interfilière Asia, featuring 40 exhibitors from China, South Korea, Japan and Taiwan. The roster is to include European fabric manufacturers currently established in Asia.

The goal of Interfilière Asia is to create industrial and sourcing partnerships between a variety of business concerns, including purchasing groups representing European brands, importers and wholesalers, fabric agents and integrated garment manufacturers and distributors, Quettier said.

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