FIRMING UP THE FINISHING TOUCHES
Byline: Karyn Monget
NEW YORK — The upcoming Lingerie Americas trade show, to be staged Aug. 4-6 at Manhattan’s Metropolitan Pavilion & Altman Building, is expected to add a sophisticated European flair to the existing landscape of trade shows in New York, particularly editions that specialize in intimate apparel, hosiery and related accessories.
The new trade fair is being backed by the financial and marketing muscle of the huge French trade show organizer Eurovet, as well as other Paris-based powerhouses, including Promincor, France Ligne and Defi, the government-sponsored force behind the label La Mode de France.
Eager to conquer the U.S. lingerie market, the idea for Lingerie Americas was gleaned from three longtime French experts on the trade circuit: the Salon International de la Lingerie in Paris; Lyon, Mode City in Lyon, France, and Promincor, an international collective of experts and directors of intimate apparel businesses representing various countries.
Laurence Teinturier, who will manage the Lingerie Americas show with her husband, Jean-Luc, said the “ambience will be airy and spacious, yet intimate and elegant, with blond hardwood floors and white cast-iron columns.” Located at street level will also be an on-site restaurant, a business center and laptop portals.
Exhibitor booths by GL USA, an international event planner, will be designed specifically to highlight the aesthetics of lingerie and swimwear. GL USA is one of the three largest trade show providers in the world and is the official provider of Premiere Vision. It also supplied promotional booths and fixtures for February’s Salt Lake City, Utah, Winter Olympics. A media center for consumer and trade press will feature four amenities:
Trade magazines from the world markets.
A press kit wall showcasing each brand.
Free services of a photographer who will take individualized photos for journalists.
A fashion show, which will be featured on a free CD.
Other activities will resemble the concise coordination of trade shows staged in France, such as a fashion forum for spring-summer 2003, which will guide retailers with an updated color story; inspiration culled from the arts as well as world trends, and the most innovative and fashion-forward items of the season from each exhibitor.
There also will be a visuals area that will focus on in-store and widow displays and various new merchandising concepts, said Teinturier.
She said customized marketing plans include two mailings to 5,000 North American buyers, as well as telemarketing calls targeted to 2,000 retailers in North America. The group also is creating a Lingerie Americas directory to be used as an industry tool and feature one brand per page listing addresses and sales contacts in the U.S. The directory also will highlight color advertising pages for vendors. Additionally, a lingerie-americas.com Web site will be unveiled by mid-May that will incorporate links to exhibitors’ Web sites and their sales forces.
So far, Teinturier said, participating exhibitors include: 6ixty 8ight; Adea; Anne Lewin; Araks; Argentovivo; Arianne Lingerie; Aubade; Barbara; Benefit Intimates; Cacharel; Calvin Klein Underwear for men and women; Catherine Goux; Change; Chantelle; Charlotte; Chloe; Conrad; Cosabella; Crabtree & Evelyn; Dana; DKNY Underwear: Donna Karan Intimates; Donna Karan Yoga; Empreinte; Eres; Fantasie; Fogal; Footprints; Freya; Goddess; Grenier; Hanky Panky; Huit; Ibici; Isella; Janet Reger; Jenna de Rosnay; Khurana; La Cosa; Lady Marlene; Le Mystere; Lise Charmel; Manuel Canovas; Marie-Jo; Milessia; Min Zheng Inc.; Nefer; Nik & Paul Canada; Nina Ricci; NK Attitude; NK Elle; Pisces; Phantom; Piera Pischedda; Pompei; Princess Tam-Tam; Profilo; Rago; Ravage; Rigby & Peller; Roberto Cavalli; Sabrina Nadal; Sandra Maretti; Simone Perele; Spatz;Valentino; Via Mode; Wacoal and Wolford.