MODA REVIEW: Trade show confirms its position as the key order writing event

Lingerie and swimwear exhibitors at Moda have hailed a positive AW17 trade show, with quality orders placed and sales up on last year.

For new and established labels, Moda Lingerie & Swimwear confirmed its position as the key order writing event of the season.

“We were up on AW16 by the end of our three days at Moda,” said Peter Cronin, Sales & Marketing director for Lepel and Charnos.

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“It was a good show where we managed to catch up with our existing retailers, as well as meeting new ones so – in a challenging climate – it was good to be back and seeing strong orders.”


Fellow returning label Curvy Kate also enjoyed a productive show fuelled by buyers who embraced the new season with steely optimism, despite ongoing tough trading conditions.

“I did not stop talking to retailers during my time at Moda because they were so glad to see Curvy Kate back at the show,” said Sally Courtney, national accounts sales manager. “We had some great conversations with retailers who haven’t previously stocked the brand but were impressed by our new fit and shapes, so it was a positive experience overall that we are hoping to repeat in August.”

David Finlayson, the UK agent for Bluebella, also praised the show: “Bluebella was really well received and we had around 30 potential new clients on the stand with orders being written, especially over the first two days.

“Footfall was really strong and the general mood was very positive with stores looking for new brands for the first time in several seasons,” he added.


For the wider lingerie sector, this edition of Moda provided an opportunity to present new ideas and diffusion lines.

“We have launched Rougette here as the sister line to Tutti Rouge,” said Jessica Prebble, creative director at larger cup specialist Tutti Rouge.

“The brand is contemporary, relevant and created in line with the feedback we have had asking for larger cup sizes, bigger back sizes, and fashion-focused styles that go hand in hand perfectly-fitting lingerie.”

Smaller, more niche labels also enjoyed a positive reaction to their collections during their three days at Moda Lingerie & Swimwear. The arrival of new talent within the Boutique area inspired the industry, reinvigorating in-store offers with newness and never-before-seen collections.

Finlayson, who is also the agent for Perfect Smoothy and Inamorata, said: “This is the first season for boutique lingerie designer Inamorata and trend-driven shapewear label Perfect Smoothy, and they’ve generated a lot of interest.

“This is what the industry needs, and we’ve enjoyed having the opportunity to exhibit these new collections alongside more established brands.”

This edition of Moda Lingerie & Swimwear also saw the welcome return of several brands not seen in August, including Banana Moon and Yawn.

“We had a busy show and opened some new accounts, which I was delighted with,” said Banana Moon’s UK agent Irene Douglas.

“The brand awareness and exposure that we had on the catwalk was also an added bonus, above and beyond the orders that we took.”


Active returned for its second edition at Moda, presenting a wide range of activewear and sports bras in line with the ever-growing popularity of the athleisure sector.

Last season’s debutantes – including Acai Activewear, Leg Code, Björn Borg and Puma – all made a welcome return to the area, while new additions including TriAction by Triumph and Dare 2B boosted the athleisure line-up.

“We made our second order with Acai and heard all of their exciting news,” said Sarah Rollins, owner of independent lingerie store Bravado in Edinburgh.

“Outside of Active, we saw all of our regular suppliers and picked up a new nightwear brand for the store so – all in all I it was very beneficial, and we are looking forward to August already.”

The successful return of Moda Active confirmed the potential of the athleisure sector, which is estimated to now represent a £7 billion market which is tipped to grow by a further 30% by 2020.


“This season confirmed that the launch of Moda Active has been a timely move for the exhibition,” said Penny Robinson, Moda Lingerie’s event director.

“Athleisure isn’t a trend – it’s a way of life with significant potential for brands, and we were delighted to launch the show here first at Moda in August. This second edition saw all of our original line-up return, confirming that the sector is one to watch for the intimate apparel trade.”

For those brands who were little-known in the UK when they launched last season, this second edition of Moda Active has been a chance to build upon their arrival into the UK market.

“This was only our second showing in the UK market but this time, we met with some really good retailers,” said Laura Kupryte, director at sports leggings specialist Leg Code.

“I can see that we are going to start to take a few different directions as we evolve in the UK market, and I really believe that the contacts we made here at Moda this weekend will lead to some strong sales.”



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