NEW YORK — Trade show producer Eurovet and Lycra owner Invista have organized Interfilière New York, an enlarged and enhanced second take on bringing the French lingerie and swimwear exhibition to the U.S.
The show, set for Tuesday at 82 Mercer Street, follows up on last year’s A Taste of Interfilière with a full-day format featuring a wide array of fabric collections for the intimates, swim and performance markets, along with trend forums and seminars.
Marie-Laure Bellon-Homps, chief executive officer of Eurovet, said there will be more than 30 exhibitors at this edition, compared with 20 last year. The offerings present a geographically balanced cross-section of the best mills in Europe, Asia and, new this year, manufacturers from North and South America.
“We have more exhibitors from more sectors,” said Bellon-Homps, who will present trends from fall 2015 first shown in July at Interfilière in Paris. “We have textile designers, an apparel manufacturer from Colombia and more sportswear and activewear exhibitors. This is a trend we saw in Paris in July. We also have a balance of fabrics from the mass market to the higher end.”
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Pattie Ficorilli, senior account manager for intimates at Invista, will present the new “Lycra Moves You” brand strategy. Ficorilli said the initiative encompasses a fresh approach to brand positioning, communicated through three key consumer benefits associated with the Lycra fiber brand: freedom, comfort and movement. A new concise brand architecture will now have five consumer brands that will clearly communicate consumer benefits. They are the core Lycra brand for comfort, freedom and movement; Lycra Beauty for control and shaping; Lycra Sport for physical activity and sports; Lycra Xtra Life for garment resilience and durability, and Lycra Energize for well-being.
“As a fiber, Lycra can sometimes be invisible to the consumer,” Ficorilli said. “So this new campaign will include new hangtags and materials to communicate better to consumers the value of the Lycra brands.”
There will also be a special inside look at the Invista lab, showing how the company develops new technologies.
Proexport Colombia will host a luncheon showcase portraying the opportunities in Colombia’s textile and apparel industry for international investors, as well as the latest trends in the industry. Colombia’s industry has grown substantially within Latin America and the U.S. since the implementation of the U.S.-Colombia Free Trade Agreement in 2012.
The day wraps up with The NPD Group chief industry analyst Marshal Cohen taking a look at “Shattering Retail Rituals.”