SHOW REVIEW: Mode City 2014

Mode City Paris 2014 has been hailed as a success, despite an apparent lower turnout than previous years.

The show, which took place at the Porte de Versailles from July 5-7, seemed quiet on the opening and final days, with a steady footfall on the Sunday, when Parisian shops were closed.

But exhibitors reported a solid show, with many gaining new business with existing accounts and writing quality orders with new stockists.

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Sumarie creative director Marie Su said: “It seemed the show was a little quieter, but we were pleased to have all our stockists return and confidently place increased orders. We also enjoyed interest from several new stockists who we expect to go on and do business with."

Gossard and Berlei had a similar experience, according to managing director Tony Jarvis. He said: "Although the show seemed very quiet, we were, once again, pleased with it from a business point of view. On the international side, we met several of our key distributors and it gave us a good platform to show off the new SS15 ranges and to discuss joint business activities.

“In addition, we had some very constructive meetings with distributors for new countries.”

Active lifestyle brand Vevie, which exhibited in the Limited Edition section of the show along with young brands Sumarie, Tutti Rouge and Shell Belle Couture, said Mode City provided a “fantastic networking and brand-building opportunity” for the label.

Brand director Caroline Greenslade told Lingerie Insight: "With big retailers from America and Europe like Galleries Lafayette initiating serious interest in Vevie’s Swim and Lifestyle collections, our mission to heighten our visibility amongst other serious players in the industry was achieved.

“Overall, we felt the footfall was generally lower than last year, but even during quiet times, being picked for the Selection catwalk show and Trend Union trends area created momentum and heightened our visibility amongst other established brands in the industry. It was a great start to the selling season for us.”

Luxury lingerie brand Maison Lejaby also had a successful show, but believes this wasn’t the case for all exhibitors.

“Personally, I was very pleased with the response to our new collections, including Couture, for SS15,” said Stephen Morrow, general agent for the UK and Ireland.

“I made a number of presentations to key accounts between Mode City and Couture Salon in Rue Royale, however, I understand from some of my colleagues from other countries and brands that the show wasn’t very busy. They saw many ‘lookers’, but very few buyers from independents sitting down writing orders.”

But while some brands were struggling to keep busy, premium lingerie label Fleur of England hardly had time for down time.

“We saw a 15% increase in buyers who viewed the collections on last July. We showed our exclusive collections to buyers from over 14 countries,” said Fleur of England CEO and founder Fleur Turner.

“We also loved every minute of spending time with our exquisite buyers and lingerie friends.”

The Maryan beachwear group was also pleased with the number of exhibitors visiting its stand to see collections from Maryan Mehlhorn, Watercult, Lidea and Charmline.

“Many customers used the fair to gain information before they made order, but there was huge number of customers making orders for the new season at the show,” said Maryan beachwear group PR manager Kathrin Baldzuhn.

And new brand Ora London, which launched in Paris, experienced a promising first show.

“It’s the first time customers have seen the brand and the feedback on how we have used the combination of our exclusive hardware and high end fabrics is really positive. It is very exciting to begin discussions with international retailers, especially on line, who are looking at new brands and this is a fantastic start for us."



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