Linea Intima Asia - 2nd semester 2008 - (Page 78)

Exhibition Update Mode Lingerie grows in China For the fourth edition of Shanghai Mode Lingerie, Intima Asia met Marie-Dominique de Fondaumière, exhibition manager of the French fair organizer Eurovet. She reveals her experience on the fast growing Chinese market and clarified the different position of their two shows in Shanghai and Hong Kong. You have been in charge of Eurovet’s activity in China since the very beginning. What have you learnt from this experience? Interesting question. What I have learnt from China that I keep repeating to people is that China is the land of patience then something does quickly, like lightning. You have to wait a very long time for things to happen and then it happens at the snap of your fingers. This is specific to this country and when it happens, you have to go with it very fast. Beijing, for example, was the same for many years and then it transformed rapidly for the Olympic Games. It is a fascinating and interesting market. It is MARIEDOMINIQUE DE good for Eurovet; we are learning a new culture and FONDAUMIERE new habits and are proud of what we have achieved in a few years. A lot of traders have come to China and not had success in the past 20 years but so far, touch wood, we have been successful. What made you believe a European organizer would succeed in China? When you come to a new country, to set a base for success you have to adapt to the reality of the country you are in. Your core offer, exhibitors and visitorship should be from the country itself. When we opened in 2005 we decided to stay with local exhibitors and visitors with over 50 % from mainland China. This is one of the key elements to be successful. In fact, at the beginning Eurovet was more internationally orientated, but now Chinese people and authorities are caring for their own domestic market as it is increasing so rapidly. It is something that is changing and we definitely take that into account here, to evolve and go with the market. It is important to be strong with the local market and offer, as well as using the success and key strategies at the Eurovet show. SML is an opportunity for the whole industry: to generate business, providing added value, creating opportunities to learn about the market and trends and there also is the chance to get together in a more social and relaxed atmosphere at the Gala event at the end of the first day of the fair. The fashion show and Gala will provide a networking opportunity bringing together opinion leaders, press and traders. It will enable everyone to get together to create liaisons in a different way rather than just working on the booths. In Asia it is important to have other environments at the trade show to help generate new encounters and business. The last thing I feel is specific for Asia is that the lingerie market is still in the beginning of its evolution. We have discussed this a lot with Intima and I feel that in China, lingerie is not yet considered a fashion product in the same way as it is in Europe and in the USA. There is still a long way to go. When we host the Gala fashion show we invite the fashion media to focus attention on the lingerie as a fashion product. Now we are starting to see changes in the way lingerie is perceived. Research is showing that more and more women are mixing and matching lingerie pieces, matching it to their clothing and are showing more confidence in buying different colors and fashions. Intima Asia at Shanghai Mode Lingerie Intima’s premium magazine for the Asian region will be present at Shanghai Mode Lingerie 2008. Counting a distribution of 7000 copies per issue Intima Asia has been on the market for over 14 yerars . The exclusive trade magazine is published every six months and is a comprehensive guide to luxury lingerie for Asia and the Pacific rim. Vouchers will be distributed at the trade show entitling visitors to a free copy of the magazine.

Table of Contents for the Digital Edition of Linea Intima Asia - 2nd semester 2008

Cover
Content
SHOP SCOUTINGWORLDWIDE : Intima Asia’s selection from Asia to Europe
NEWER NOTABLES : Boudiche
Vos Jours et vos nuits
Isabella fine lingerie
Kiki de Montparnasse
Tanya Bulhoes
TETE A TETE : John Galliano
EXCLUSIVE : Secrets, the lure of lingerie
LINGERIE TRENDS S/S 09 : Delicate innocence, Air of refinement, Blooming cocktail, Eco poetry, Ethnic modernity
BEACHWEAR TRENDS S/S 09 : Precious glimmer, Fresh clear water, Enchanted gardens, Vernissage, Exotic lands
EVENT :� Triumph inspiration awards
INTERVIEW : Marco Franciosi, Intimamoda
BUSINESS NEWS : Femmy Awards, Carol Malony
Innée, Lilli Lingerie
Sistema Moda Italia, Replay
Diesel, GF Ferré
PHOTO SHOOT : Esmod
EXHIBITION UPDATE : Shanghai Mode Lingerie
Intertextile Shanghai Apparel, Yarn Expo, China Sourcing Fair: Underwear&Beachwear
CALENDAR
EVENT : Lycra boosts innovation
NETWORK EXPRESS : Network Dessous’ 10 worldwide magazines
INTERVIEW : Cesare Citterio, Cifra
Fiorella Angeloni, Jersey Lomellina
FABRIC NEWS : Lenzing, Eurojersey
TakedaLace, Nilit, Iluna
FABRIC TRENDS F/W09 : Sweet glamour, Sensual skin, Red passion, Baroque allure, Light & shadow

Linea Intima Asia - 2nd semester 2008