Mode City’s summer edition stable two years in a row
Mode City 2013 kept pace with its 2012 edition. Attendance for the edition held from July 6 to 8 at the Porte de Versailles in Paris was unchanged compared to last year, only differing by six attendees. 15,330 professionals walked the aisles during the event’s three days, enough to satisfy the organizer Eurovet, which just finished a particularly tense lingerie and swimwear season.
"In the current economic context, the stability of visitors is a positive for us,” said Taya Reyniès, head of lingerie and swimwear for Eurovet. “We obviously hope that this will translate into orders for our exhibitors,” she said. The pleasant surprise this year was the return of French buyers, growing the national contingent by 7% to account for 30% of total attendance.
The organizers attributed the increase to renewed movement among retailers from coastal regions, probably also the result of Eurovet’s several months of local preparatory work for the Riviera show, to be held in Cannes in September. The show will have to maintain such loyalty following the launch of the new event if they want to make Mode City a leading fair for swimwear manufacturers, before the order at the end of the season.
In fact, on the show’s last day, some of the exhibitors confirmed that they had seen more retailers from the South of France, buyers they did not necessarily expect to see. But there was no euphoria. Those brands interviewed thought the attendance was normal.
The only off note logically followed the spring-summer 2013 season that saw a lack of reorders from many retailers. The big accounts were also very present. The brands applauded the fair’s ability to get them to come, including from far away.
Regarding international attendance, the higher number of French buyers is particularly welcome since it helped offset (expected) declines among Italian and Spanish buyers. Another interesting development among foreign visitors was a spike from Belgium (16%), which pushed the country to tenth place and into the top ten.
Other increases included the United States (5%), but also Russia. Outside of the top ten, higher attendance came from the Ukraine, Kazakhstan, Saudi Arabia, the United Arab Emirates, Australia, the Caribbean and even more surprising , Sweden. A very large increase in exports is good news for the organizers because of what it says about the status of the show on the international beachwear market.
And Eurovet also said it was very pleased with its Absolute Summer event, an outdoor area open to the public. “The patio welcomed a thousand visitors,” said Taya Reyniès. “For the first edition, it is obviously very encouraging, especially since the event got a large number of mentions in the general media on TV and the radio,” she added.
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