Buyers and brands back more intimate Moda show

Visitors and exhibitors have said that the repositioning of February’s Moda Lingerie & Swimwear have contributed to three strong days of trading.

The exhibition was given a more distinct identity as a separate show to womenswear and accessories, and given a more intimate boutique feel.

“We thought that the new position of Moda Lingerie & Swimwear was so much better,” says Michelle Barber, lingerie buyer at department store Barkers of Northallerton, North Yorkshire.

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“It was a more intimate atmosphere, and everyone walking through the halls was relevant to the industry. From a business perspective, we did everything we were hoping to do and a little more besides – I took on several new brands including a corsetry brand which I specifically wanted to bring on board so overall, we were very happy with our experience.”

Fellow buyer Geraldine Hurd – owner of independent lingerie store Betty & Belle in Altrincham, Cheshire – agrees that the relocation into a separate hall was a positive development.

“The ambience was certainly a lot nicer and the overall feel of the show was just that little bit more sophisticated,” she says. “Overall it felt more professional and, although each stand was busy, I still felt I was able to see all of my suppliers and do the business that I wanted to do.”

Exhibiting brands were also positive. “I love the intimacy of the new layout,” says Peter Cronin, sales & marketing director for Lepel and Charnos. “We are a small industry, and this new location better reflects that. Moda has surpassed itself this season in bringing the lingerie industry together.”

“This edition of Moda has just been overwhelmingly positive,” agreess Sally Courtney, national account manager at Curvy Kate.

“The stand was consistently busy from first thing in the morning on Sunday right through to the end of the first day and Monday saw consistent sales throughout the entire day. The launch of Scantilly has been particularly positive for us because it has allowed us to respond to demand for the Curvy Kate label with a different collection while maintaining our regional exclusivity. Overall we have been delighted with the show and the orders we have seen across the three days.”



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