Moscow Mode Lingerie & Swim shows positive signs for first edition

By

Anaïs Lerévérend

Published
Mar 25, 2015

While earlier this month CPM announced attendance that was down 19% for its last edition in February, it is now time for the new lingerie and swimwear space, which has been turned into as a full-fledged trade show, to publish its report.

For the first edition of Moscow Mode Lingerie & Swim, created through a partnership between the Russian trade show organizer Igedo and the French organizer Eurovet, the report focuses on positive signs resulting from the event.

Attendance increased compared to last season, which had been organized under the old format "Body & Beach". 2,006 buyers visited the first Moscow Mode Lingerie & Swim, a 17.5% increase despite the negative effects of the Russian crisis. It was the first time that the area had a separate entrance, and most importantly a new promotional strategy conducted by Eurovet. 

"Even while Mode Lingerie was rather small (the crisis didn’t allow the event to attract as many brands as hoped), the atmosphere was good and exhibitors and visitors alike were very positive regarding the energy, the new developments, as well as the opportunity for exchanges at the new space 'Lingerie Talks'," said Marie-Laure Bellon, CEO of Eurovet. 

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Almost half of the visitors to Moscow Mode Lingerie & Swim were from Moscow, while the other half came from the rest of Russia, as well as 5% from other countries. 90 brands were represented by 40 exhibitors, mainly from Europe. 

Organizers would like to emphasize the last figure in offering a positive assessment of its first edition. The next edition will be held from September 2-5, 2015, once more at Moscow’s Expocentre.