Business booms as brands and buyers flock to the industry’s new national lingerie and swimwear show

The debut edition of Moda Lingerie & Swimwear saw three days of packed stands and strong orders as brands from across the lingerie, swimwear and hosiery sectors met with buyers from all corners of the UK and Ireland at the industry’s new national show. Held at the NEC Birmingham on 21-23 February, the event played host to over 200 collections and attracted buyers from across the lingerie retail sector.

Stores visiting the show included department stores John Lewis, Debenhams, Fenwick, Hoopers, Beales and Voisins, national lingerie chain Bravissimo and online lingerie specialist Figleaves, as well as independents including Cheshire Lady in Congleton, D’Braz in Banstead, Perfect Fit in Keynsham, Bristol, Cameo in Dyfed, Better Than Chocolate in Saffron Waldon, What Lies Beneath in Bramhall and Chantilly Lace in County Down. Brands and retailers praised both the event itself and the strength of the show’s line-up, which included the likes of Triumph International, Panache, Eveden, Gossard/Berlei and Calvin Klein as well as Ballet, Aubade, Lejaby, Femilet, Hanro, Huit and Lise Charmel.

“Moda Lingerie & Swimwear more than lived up to our expectations,” says Ann-Marie Manley, marketing manager at British lingerie and swimwear supplier Eveden. “The footfall was fantastic and we saw customers from right the way across the UK. The stand was incredibly busy for the whole show, and we were very pleased to see an overall increase in order value compared to the same time last year.”

Gossard managing director Tony Jarvis says that the brand saw a large number of new customers as well as existing accounts over the course of the show. “We had a brilliant show,” he says. “Gossard has gone through an important period of transition of late and Moda offered the ideal opportunity to show the industry what the brand’s now about in a completely new show environment. The show itself had just the right format, and the catwalk show was very impressive. We did great business over the three days and we’re still following up on new accounts we picked up at the show.”

The Moda Catwalk theatre played host to regular catwalk shows throughout the three days, showcasing the key trends in lingerie, swimwear and nightwear for autumn/winter 2010. On the opening day, Triumph also used the area as the venue for a spectacular one-off catwalk show and presentation to launch its Triumph Inspiration Award, a global competition for student lingerie designers being held in London later this year. On Monday, meanwhile, the catwalk played host to an exclusive appearance from TV style gurus Trinny and Susannah, whose shapewear collection was showcased on the Cette stand at the exhibition.

Buyers were in positive mood throughout the event. “Moda Lingerie & Swimwear had a great, upbeat atmosphere, and most importantly all of the main suppliers were there,” says Verity Parker of department store group John Lewis. “The NEC is such an easy venue to get to, and the show was very well organised. I think on the whole the feeling within the industry is a lot more positive than it was this time last year, and if retailers have the right product people are still buying.”

Independent retailer Lynn Young of Perfect Fit in Keynsham, Bristol, spent two days at the show. “Moda is the perfect show for me,” she says. “It was easy to get to and so well organised, and the atmosphere was great. I don’t usually buy at shows but I placed orders with at least 12 suppliers over the two days. In the current economic climate we’re all having to look harder and think more carefully before buying, and Moda offered the ideal buying environment.”

Record attendance and record business as Moda welcomes new names and industry sectors.

Moda, the UK’s largest trade fashion exhibition, reported a 21 per cent* increase in attendance at its most recent edition, which ran at the NEC, Birmingham on 21-23 February. The show saw a raft of new exhibitors taking part across its Moda Woman, Moda Menswear, Moda Footwear and Moda Accessories halls, and Moda Lingerie & Swimwear. Full story...