SHOW REVIEW: Behind the scenes of Moda SS13

A series of new and returning names made their presence felt at last month’s Moda trade show in Birmingham’s NEC.

First time exhibitors, such as Skiny, My Shapes, South Beach, David, Plejue Intimates, Sculptresse and Stonemen, competed with returnees like Taubert for the attention of buyers, with an array of exciting new product offerings.

Skiny sales manager Mark Revill said: “Retailers at Moda loved the range, and liked the fact that the label is new to the UK. Retailers come to shows like this to discover something different and fresh, and that’s what they were able to do.”

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Meanwhile, a series of established brands, such as Patricia Eve, Charnos and Paolita hosted competitions to attract visitors to their individual stands.

Forward thinking lingerie labels – including Cleo, Kiss Me Deadly, Gossard and Madame Supertrash – introduced their debut swimwear collections for the SS13 season.

Models paraded up and down the corridors in panties that seemed to have got even tinier, since January, and significantly more transparent.

In short, the event was like any other show… in any other season.

The hallways felt quiet, but the majority of brands reported that they had done steady business, with the buyers that they needed coming to the show. Others said that though they had written few actual orders, they had received plenty of leads to follow up on after the show.

Panache sales director Peter Cronin said: “Moda has always been an order taking show for us, and this season’s exhibition was no different… We saw a 15 per cent increase in orders year-on-year, which is a clear indication that we’ve got the product right for spring/summer 2013.”

So, what was actually new? The presence of new urban section FLIP was a real breath of fresh air. The area, which was set up to showcase urban, street, board and action sports lifestyle clothing and footwear, injected a desperately needed aspect of ‘cool’ back into the event.

By the end of the three days, the majority of the intimate apparel division had traipsed up to the other end of the hall to view FLIP’s entertaining bike and street runner performers.

And, there were even some relevant labels in the new section – new Australian entry Stonemen was based in the area, along with men’s underwear brand Got Wood, Puma and beachwear coverall/towel brand Hammamas.

In terms of buzz, one theme just kept cropping up: Fifty Shades of Grey. The erotic ‘mummy porn’ phenomenon has recently dominated buyers’ attention, according to several exhibitors at the event.

Once again, brands with the facility to issue replenishments throughout the season, with low or no minimums, proved particularly popular.

Puma representative Jack Gordon told Lingerie Insight that the brand’s decision to reduce the minimum order for replenishment (available all year round on 90 percent of its stock) from £300 to £150, had been met with great excitement by buyers.

Alterego’s Alan Gordon Freeman, whose company has no minimum order at all, claimed that much of his company’s recent success was directly linked to its ability to service the needs of cash strapped retailers, many of whom are currently unwilling to take a huge risk by investing in massive levels of stock.

Same old, some new – now all there is to do is wait with a combination of anticipation and trepidation for February, when it is time do it all over again.

Moda Lingerie & Swimwear will host the autumn/winter 13 collections from 17-19 February at the NEC Birmingham.






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