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The 2011 Mode City Edition Will Take Place in July
In September 2008, the Mode City and Interfiliere tradeshows moved from Lyon to Paris. As of 2011, the annual lingerie appointment will no longer take place in September but in July, opening the summer tradeshow season for lingerie and beachwear. Eurovet Board of Directors President Marie-Laure Bellon-Homps answered The Best of Intima’s questions:
In 2011, Mode City will lead the way to other beachwear and lingerie shows for the summer season. How were the dates of July 9th, 10th and 11th chosen?

we will have a show with relevant fashion information. This will accommodate the demands of buyers who need to find out what the season’s trends are going to be.
How will you manage your communication campaign?

They were chosen carefully. 2011 is a good year for a change like that. After the move from Lyon to Paris in 2008, we now have set the ground for our tradeshow in the French capital and the change of dates seemed evident. We, as Mode City and Interfiliere, organize a general annual meeting gathering the whole of the industry, exhibitors as well as visitors from France and abroad. This meeting regroups a panel of about 20 to 25 representatives of our biggest clients. MARIE LAURE These dates were voted and considered BELLON-HOMPS as the most relevant because they correspond with the second week-end of summer sales in France and Italy, before The French Bastille Day (July 14th) and the summer holidays for Southern Europe but also after the shopping season for lingerie and beachwear stores in town centers. After a five year research, we found out that the best dates for tradeshows corresponded with the collections’ start off. We realized that the beachwear exhibitors have their collections ready for the 3rd week of July for the Miami Swimshow. They will therefore have to be a week earlier than usual, but since we will announce our change a year in advance they will have time to prepare themselves accordingly. And to reinforce our synergy with Interfiliere, those dates correspond to key timing for fabric purchases.
Will there be a change of tradeshow concept? Will we find the same concepts and the same animations?

As soon as we officially announced our change of dates, all our clients, visitors and exhibitors, received a personalized letter explaining our decision and their feedback has been very positive. We also decided to pitch the idea personally, with a tour that started in June and took us throughout Europe and the world to meet our clients in person.
The Hardest Will Be…

To motivate small retailers! Especially seaside resort boutiques that will have difficulties making. The changing dates won’t be easy for them which is why we are working hard to include them. We are developing special rates and financial help programs to accommodate them. Also, visitors and exhibitors will get better hotel prices in July. For all this to work and to attract visitors, the brands have to help out by presenting astute collections associated with the event. We also wanted to add a festive feel to the beachwear and lingerie collections, create events that would take the tradeshow out of its commercial context. The biggest brands will have to act to mobilize their greatest clients to participate to those events.
A few words about Cruise by Mode City in September…whom does it concern?

Yes, we will find the same concept because they give clear structure to the product offer. Of course, the July beachwear universe will be very powerful, but we will also re-develop the lingerie/corsetry section with the return of bestselling brands. Because the fair will take place earlier in the season,

The main goal behind the September edition of Mode City was to take advantage of the other Paris tradeshows with whom we have about 10-15% of common visitors. Cruise by Mode City targets ready-to-wear boutiques, looking for a more transversal offer, including the “underwear/outerwear” pieces and beach-oriented ready-to-wear items. This will be the second edition of Cruise by Mode City!

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