Brisk Business at Lingerie Americas
Organizers credit new marketing strategies for uptick in traffic
Underpinnings might be sexy, but it’s the swanky Metropolitan Pavilion and innovative marketing strategies that have made Lingerie Americas a successful show, according to organizers of the New York–based lingerie trade show.
In its 11th season, Lingerie Americas sold out its exhibitor space and reported a 1.5 percent increase in traffic over last year.
Show organizers were somewhat surprised by the turnout at the Aug. 5–7 show, held just a few weeks before the Aug. 27–29 debut of its show in Las Vegas, which will run concurrently with the MAGIC Marketplace and its satellite shows.
“We would not have been surprised to see a slight decrease in visitors, since West Coast buyers now have the opportunity to attend our new show in Las Vegas in a few weeks,” said Patrice Argain, chief executive officer of Lingerie Americas.
“Instead, the slight increase in attendance, combined with impressive pre-registration numbers for Las Vegas, truly demonstrates the importance of Lingerie Americas and underscores our leadership position in the intimate-apparel industry.”
And despite the proximity to the Las Vegas show, organizers and exhibitors reported brisk business at the New York run, where retailers browsed among 271 brands.
“Exhibitors are happy because people are coming to the show to write business,” Argain said.
Underwear giant Hanes Brands joined the lineup at Lingerie Americas for the first time. Greg Pontillo, sales manager for the Winston-Salem, N.C.–based company, declared the show a “great place to meet current customers and talk with prospects.”
Within the clean lines of the trade show, several exhibitors used their booths to create a distinctive space that conveyed the mood of the collection. This was the strategy at the seductively decorated Marilyn Monroe Intimates booth.
“We’re getting an incredible reaction from buyers,” said sales representative Elliot Franco. “We’re doing a lot of business, and everyone is responding to our fashion coordinates, corsets and teddies.” Franco was showing pieces from the company’s Holiday 2007 and Spring 2008 collections.
Lingerie Americas even attracted fashion icons Mark Badgley and James Mischka to the show. The Badgley Mischka Lingerie line launched at Lingerie Americas in February. This was the duo’s first appearance at the show. Badgley and Mischka had nothing but positive feedback regarding their experience. “We’ve been designing dresses for over 18 years, and it was important to us to design really beautiful intimates that had a hint of vintage and glamour,” said Badgley.
Badgley Mischka, which is owned by New York–based Iconix, showed its Spring 2008 collection. Many of the pieces were made in washable silk with details including eyelash lace and Austrian crystal hardware. The collection also included interchangeable coordinates. “We’re almost sold out,” said Karina Dolgin, vice president of design. “Buyers are really responding to our collections. People love the fits as well as the jewelry in our line, which evokes a sense of beauty.”
Retailer Julie Mazor, president and buyer for Rambling Rose in New York, has been running her store for 14 years. She was on the hunt for bras with fuller cup sizes, as well as loungewear. “Aside from foundation garments, my main focus is to get some really cute pajamas for Holiday 2007 as well as Spring 2008,” she said. “Mary Green always has great stuff, and Scanty had some adorable pieces. Also, I found some wonderful things at Petit Pois by Viviana G.”
Mazor was also impressed with Chantelle, describing the intimates collection as both comfortable and beautiful.
Mirla Sabino, president and designer of ANK by Mirla Sabino, showed organic, laser-cut and breathable panties, as well as the company’s “Candy Collection” line of sweets-inspired underwear. In addition, the company was showing its wireless push-up bra, which “allows you to get creative with the straps,” Sabino said.
There were several seminars given that were designed to help retailers learn which merchandise would work best for their specific markets, including “Color, Inspiration and Lingerie Trends for Spring/Summer 2008” and “POSbull;IM: Find Retail Success With Point of Sale.”
This season, the show drew a sponsor, Lingerie Franccedil;aise, which hosted the Lingerie Franccedil;aise Lounge, where buyers were invited to survey the collections of 16 lingerie labels, including Antigel, Antinea, Aubade, Barbara, Chantelle, Empreinte, Elixir de Lingerie, Eprise de Lise Charmel, Huit, Lejaby, Lise Charmel, Lou, Millesia, Princesse tam.tam, Ravage and Simone Peacute;regrave;le.
For next season’s show in New York, organizers will shift dates to Feb. 24–26 to avoid Valentine’s Day.
