Eurovet’s U.S., China trade show events move to new cities
On January 20, after the end of the Salon International de la Lingerie (SIL) and Interfilière trade shows in Paris, French show organiser Eurovet announced a series of strategic changes for 2020. In the French capital, the main news is that Eurovet has brought forward the dates of the Unique by Mode City show, to link up with the Paris Fashion Week, and also set up a parallel event called Culture Swim. Elsewhere, there are changes to Eurovet's international programme.
“We have a test-and-learn approach to our business, you need to push the envelope to find the best opportunities and respond to the changing needs of buyers and exhibitors,” said Marie-Laure Bellon, president of Eurovet, whose 2020 programme will feature changes in all three continents where the show organiser is active.
In the USA, the sibling event to the Curve New York show in the western part of the country, until now held in Las Vegas, is moving further west, to a much more dynamic city, Los Angeles.
“In the last five years, the lingerie market has been extremely dynamic on the USA’s West Coast. In the sport lingerie category, the Los Angeles area is posting the highest growth rate within the North American market. According to NPD, a sector expert and partner of Eurovet, last year the sport lingerie category grew four times faster in the Los Angeles region compared to the New York region. In 2019, the West Coast accounted for approximately 16% of total bra sales in the USA,” said Raphaël Camp, general manager of Eurovet's US subsidiary.
Curve Los Angeles is scheduled three weeks after the New York event, on February 23 and 24. Eurovet said that it expects about 60 international exhibitors, among them Chantelle, Cosabella, Elomi, Empreinte and Wacoal, in a welcoming trade show/showroom format.
From Hong Kong to Shenzen
In spring, Eurovet will be making changes to its Asian programme with a new event, Interfilière Shenzhen. Here too it is a strategic change involving a relocation, as the Interfilière supply chain event is moving from Hong Kong to its next-door neighbour in China, Shenzhen. The move is part of a new partnership with the China Brands Innovation Design Week (CKIW) show, a major knitwear trade event set up in the spring, after a split between its organisers. The first edition of Interfilière Shenzhen is scheduled on April 9-11 in parallel with CKIW, at the new Shenzhen Convention Centre.
The Shenzhen show isn’t the only news for Eurovet Asia, which also has a new CEO, Yvette Hu, who took charge of the Asian subsidiary a few months ago. Hu is based in China, though Eurovet still operates a Hong Kong office, and she is also working on a new Shanghai project. At the next edition of Interfilière Shanghai, on September 24-25 2020, Eurovet will in fact trial a new format, opening the event to consumer brands and not just textile manufacturers.
Initially, the focus will be on a selection of Chinese brands, picked by Eurovet to complete the industry picture. An upstream-downstream supply chain format like the one introduced by Eurovet in Paris, already tested in China a few years ago with Shanghai Mode Lingerie. Several dozen consumer brands will feature under the Shanghai Lingerie and Swimwear Brand Show banner, alongside the 250 exhibitors of Interfilière.
In the meantime, Eurovet is busy working on its new Parisian project, Culture Swim, designed to promote the lingerie industry during Paris Fashion Week Men’s at the end of June, which was announced a few months ago. Eurovet is planning to boost its audience by bringing forward the dates of the Unique show at the Porte de Versailles exhibition centre, adjusting them to accommodate international buyers, while also staging a new, hybrid event open to industry professionals and the general public at the Palais de Chaillot venue. The last week-end of June will see plenty of innovations, as the dates of Interfilière Paris will be staggered by one day to try to maximise its visitor attendance.
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