Mode City: 350 brands depart for Lyon
In the Mode City program, it was written that 2016 will be a year like no other. The French swimwear and lingerie trade show found itself clashing with the Euro football final in Paris, and for logistical purposes, organisers Eurovet decided to "relocate" to Lyon for the upcoming edition, July 9-11. A stomping ground not all unfamiliar, considering the trade show took place here up until 2007.
It's a history, which probably reassures some of the exhibitors. That said, there will be 350 brands presenting in hall 6 for Eurexpo, compared to the 400 at Porte de Versailles last year.
"It's more the younger brands that will be absent, those who aren't familiar with the trade show ever being in Lyon. For certain ones, taking into account their small size, it's also less costly to present in Paris for practical reasons," explains Taya de Reyniès, lingerie and swimwear division director, Eurovet.
The zone 'Limited Edition', dedicated to young designers, will suffer from reduced numbers, with around 50 brands expected to attend, compared to 75 in previous years.
Some familiar exhibitors will also be missing from this edition, such as Aubade. But several global names will return such as Simone Pérèle, Banana Moon, Chantelle, Lise Charmel, Panache, Seafolly, L'agent by L'Agent Provocateur and Jolidon. They will join Lou and Vanity Fair, as well as Billabong.
As well as a 'concept store', with a selection of 15 brands dedicated to activewear, additional products and design ideas for retailers, a sport course will guide visitors past exhibitors offering sports line, scattered throughout the trade show.
Next to visitor numbers, organisers hope Eurovet will attract more of the French - after a downswing in their presence last year - as well as visitors from countries in southern Europe, Switzerland and Austria.
"We know that for northern Europe, Lyon isn't favourable," said Taya de Reyniès. "The other drawback is Britain with Brexit putting stops on registrations..." she added.
Buyers from Asia and the Middle East are registering in droves much like other editions. Co-located with neighbour Interfilière, which sees many exhibitors drawn to the region, Mode City hopes to convince people of Lyon's strengths.
This can be seen via some of the activities taking place at different locations throughout the city, such as the quais de Confluence and the Sucrière where a bikini exhibition is to be held. There's also a tour of the city available for visitors.
Who knows if, in the case it is successful, Mode City could rediscover a taste for the Lyonnaise life. It's no longer off the cards.
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