Preparing a

New Edition of CURVE

CURVE is preparing its next two exhibitions, in New York and Las Vegas, and there is a lot to look forward to! New brands, new concepts and new products, the financial crisis hasn’t stopped the creativity or the ambition of the fashion professionals. Curve President Jean-Luc Teinturier talks about what’s in store for 2010 at the New York and Las Vegas CURVExpos.

The 2009 economic crisis has made it rough

for everybody to stay in business. Have you

noticed some changes from the responses

you’ve had when talking about the upcoming

show?

 

We’ve noticed some changes since every company has a

limited marketing budget and tradeshows are included

in that budget. Some companies reduced their presence

in terms of booth sizes although most of them didn’t

since our booth package is very competitive. A tradeshow

like CURVExpo is more economical for

brands to meet many existing clients

and new customers than sending sales

people to meet clients. Companies

who did cut their 2009 budget such

as Warnaco, who owns the Calvin

Klein brand, are back at full speed

with us in 2010. Lastly, the large majority

of exhibitors participates in both

shows: New York and Las Vegas, to

have a nationwide exposure.

What is the profile of your exhibitors

for the upcoming Las Vegas and New

York shows?

Mainstream lingerie manufacturers, medium to high end

positioning, 70% North American, 30% from other

countries such as Brazil, Colombia France, Belgium,

Germany, Romania, Turkey, Italy… The established

brands lead the show with a good mix of new small

designer brands. Shapewear is an astonishing growing

category.

How is the upcoming show going to be different

from the previous ones?

The visual look of the show will make it different from the

previous ones. Both shows will be larger in terms of the

amount of booths present. We are sold out at the New

York Javits Convention Center. In Las Vegas, the show

will also be larger in terms of booth space booked (over

20% compared to February 2009). We are making it

easier for the buyers “to read” the brand selection that

will be divided into different ballrooms. Each ballroom

will have a different carpet color. Black in the Bellini Ballroom,

that we’ve renamed “Contemporary”, with brands

like Hanky Panky, Claire Pettibone, Blush, Cosabella and

Passionata. In the white carpeted Titian room, now

called “In Vogue”, we have the Josie Natori Lifestyle

brands, Diesel, Calvin Klein and Elle McPherson. In the

back of the center ballroom, we have

the shape wear brands and the men’s

underwear brands. In the Veronese

ballroom, renamed “Allure”, with light

grey carpets, we have gathered most

of the leading foundations’ brands. A

forum displaying brands on mannequins

will be in each ballroom.

In New York, the designer sleepwear

area will be clearly identified and a

Forum Trail (selected brands on mannequins)

will be featured along the

large bay windows facing the Hudson

River.

In terms of attendance, the registration as of December

15th is higher by 12% compared to the same time last

year for both shows. Buyers were extremely cautious

last February after a terrible end of year 2008 and are

experiencing a shortage of inventory at the end of this

year. They need to come and meet with their suppliers

to realistically plan the fall 2010-2011 orders, which

represent 60% of their revenues. We’re expecting

intense, constructive meetings between vendors and

stores. The CURVENV Las Vegas show has become very

important for all stores located west of the Mississippi

and West Canada. Las Vegas is also a very attractive

venue because of lower travel and hotel costs combined

with a relaxing atmosphere that everyone, from vendors

to retailers, needs sin these current times.

What are the major differences between the

American tradeshows and the European “Salons”?

In the U.S, the key words are returns or investments so

it’s very important to focus on the orders taken, the

number of newly met customers and new leads, as well

as having optimized booths that reflect the image of the

brand. As a result, the shows are smaller and very

focused. There are no upstream exhibitors such as

sourcing, fabrics and trimming included in the CURVExpo

shows because they do not meet the market needs and

design process calendar. Fashion shows are a “must” in

Europe. CURVExpo organizes one show per location each

calendar year because of their very high costs.

How are American lingerie brands different

from the Europeans?

There is less difference than there used to be since

sourcing became worldwide and some European designers

are also involved in the US brands and collections. US

brands adapt to the Americans’ taste, colors, women and

men’s body shapes which are different from other countries;

larger sizes represent 40% of the market. Europeans still

use a lot of European lace, fabrics and design, which are

different from here. Shapewear of European and South

American designs are more colorful than American brands.

What is the greatest challenge you face when

organizing a show as big as CurveNY?

The greatest challenge for both Las Vegas (80% the size

of the New York Show and growing) and New York shows,

is to have the best possible mix of brands. We have to

bring new brands, relevant information addressing the

needs of the buyers to attract them not only to the US but

also overseas to make it worthwhile for both: buyers and

exhibitors. Young and upcoming designers are part of the

equation. The agents, distributors and sales reps’ presence

at the show is very important. Booking appointments

prior to the show is key, and we challenge ourselves each

time to find new ways to attract more buyers. For

instance, we will raffle hotel rooms in Las Vegas this year.

What is the most rewarding part of organizing

the CurveNY expo?

The most rewarding part is the feeling of working with

partners rather than exhibitors and visitors. The constant

exchange we have with both is a very constructive and

respectful approach that makes our mission extremely

rich!

Any predictions on the trends that might be

predominant in the next show?

Replenishment is key, brands set up to shipping records

within a week will be the winners in these challenging

times.Creativity and good products are basic values that

are back and very strong because of the more than ever

demanding consumers who expect the best services,

product quality and novelty.

 

Will you organize a catwalk again in February?

Absolutely! There will be one in New York in February and

in Las Vegas in August. It will be opened to all brands and

buyers this time. There will be a section for French brands

and another one for all other brands. It will happen on

Monday February 23rd at 8 p.m. with a cocktail before the

fashion show. Location should be disclosed soon…