The spring/summer edition of Moda Lingerie & Swimwear, the UK’s only dedicated intimate apparel and swimwear show, took place between 11-13 August at the NEC Birmingham and saw brands and buyers in a positive mood with many hailing the season as a turning point for the industry.
With brands reporting a year-on-year increase in sales figures at the show, for many it has been one of the best seasons since the start of the recession. Peter Cronin, sales director for Panache said: “We wrote 20% more orders than the previous August. It’s the only exhibition we attend in the UK as this is where our customers come to finalise their season’s requirements and the mood across the show this August has been positively optimistic.”
“We had a fantastic show, orders booked 31% up on the equivalent show last year, opened 16 new accounts (new to us) plus new leads to follow up.” Amanda O’Leary, Slenderella
Established wholesaler, Philippa Bradley Agencies reported a successful 3 days at Moda with quality buyers flocking to the stand. Numerous new accounts were opened with leading independent boutiques country-wide admiring the Eberjey, Princesse tam tam, Laurence Tavernier, Magic Body Fashion and Vivis Silk SS14 collections.
Lucy Osborne, co-director commented: “We always feel confident when there is a buzz on the Sunday and this energy carried through. In particular we had fantastic interest and orders for Eberjey’s swimwear collection as customers love the versatile hard to find co-ordinating swimwear and cover ups which sits effortlessly beside its lingerie and nightwear signature collections. The catwalk show was very effective for us this season with audience members making a beeline for the stand having seen the graphic print Princesse tam tam bikini , floral Vivis silk nightwear and Eberjey lingerie. Our shapewear and accessories range Magic Body Fashion proved to be a great seller with its kitsch funky packaging and affordable prices attracting business. Overall a very good show with new leads building our ever-growing database plus orders written.”
Carole Launchbury, MD of Simone Perele UK, explained: “The show was very good for us and exceeded our expectations for our first August show. Customers were requesting that we attended both shows and it has been a great move for us with buyers seeming more positive, excited and confident for the future, they really seem to want to buy into spring/summer 14.”
Both lingerie and swimwear benefited from the buoyant mood with David Lyons, head of UK sales for Roidal and Pill commenting: “Moda was excellent for the brands I represent especially Roidal Swimwear. From the people I know in the trade and speaking to visitors personally at the show, the mood across the industry seems to be the most upbeat it has been for the last 12 months. In terms of writing orders and gaining new accounts the success we have seen this season is a testament to effort Moda has gone to to bring the buyers to Birmingham. If every brand had the same conviction as we do that Moda is the place to be twice a year then the lingerie industry would be able to provide the service to buyers that they deserve.”
This positivity was echoed by retailers, with Marcella Loudem, owner of Silks of Glasgow saying: “Moda is a very practical show for me. At this time in the season I have in mind what I want to buy and I come here to place orders. It has been a tough market recently but I am so glad to see that quality hasn’t waned. You can really see that brands have been working incredibly hard to deliver their best products this season and this coupled with retailers in a more positive mood this summer, I think it is a definite step forward for the industry.”
Forward Moda Lingerie & Swimwear dates: 16-18 February 2014