California Apparel News

NEW YORK—A shaky economy, a new trade show on the scene and a hectic tradeshow calendar had vendors and buyers at the Feb. 24–26 run of Lingerie Americas contemplating the upscale lingerie trade show’s fate. But show organizers saw attendance increase 2.5 percent from last February to 2,415.

Indeed, organizers of the 6-year-old trade show, held at the Altman Building and Metropolitan Pavilion, said they did not feel the pressure of additional competition from newcomer Curvexpo, producer of CurveNV in Las Vegas and CurveNY, which debuted in New York earlier in February.

“We had excellent pre-registration levels, and this has been an extremely successful show for us,” said Lingerie Americas Chief Executive Officer Patrice Argain. “In an effort to better service our attendees, we moved the dates of the show to fall after [New York] market week; 92 percent of visitors said they wanted Lingerie Americas to take place after Valentine’s Day, and on the first day we saw a 2 percent rise in attendance.”

The show drew buyers from Bloomingdale’s, Fred Segal, Fig Leaves, Henri Bendel, Intimacy, La Petite Coquette, Bare Necessities, Zitomer, Luxe Lingerie, Macy’s, Nordstrom, Saks Fifth Avenue (in New York and Dubai), Selfridges, Takashimaya and many upscale boutiques.

“I think this show is doing so well because we attract the highest quality of buyers,” Argain said. “With respect to the economic downturn, we really haven’t seen too many effects in the lingerie business. I think women like to treat themselves to beautiful intimate wear, and this show provides a vehicle for buyers to scout out the best intimates in a professional environment.”

Claire Chambers, buyer for high-end New York boutique Journelle, came to the show to find Winter and transitional pieces, and she was impressed with the Undrest collection.

“Undrest’s Autumn/Winter ’08 collection is the perfect blend of practical and luxurious,” she said, “I will be stocking up on the Italian cashmere pointelle cami and tap short for my customers.”

This was the first show for New York– based Yummie Tummy.

“We just launched two months ago, and I felt it was important to promote our products, said Heather Thompson, co-founder and creator of the line. “We are showing mostly basics, and I have had the opportunity to introduce our core product to different retailers.”

Retailers were particularly interested in the company’s “Yummie Tummie Tank,” which has a dual fabric layer that slims the stomach “and smoothes out all lumps and bumps,” she said. Thompson said she was pleased with traffic overall but thought buyers were being strategic about writing orders.

This was also the first time at the show for Dallas-based Miss Oops, a collection of accessories created to solve fashion problems such as “muffin top.”

“This is our first lingerie show, and it has been a really great experience,” company President Jennifer Higgins said. “A lot of retailers were not familiar with Miss Oops, and now they know who we are.”

Higgins said buyers were particularly interested in the company’s “Jaks” and “Boob Tubes” products, bands of stretch lace that cover an overly exposed midriff or deacute;colleteacute;. “It’s all about getting your name out there, and Lingerie Americas has been really supportive by helping us create the right environment to display our line,” she said.

Tina Storch, owner of The T Room Showroom in New York and California, showed Australian sleepwear brand Papinelle at the show. The label sells at Fred Segal, Anthropologie and other high-end boutiques. Storch said she was pleased with the traffic, which remained constant throughout the show. “The buyers were looking to buy Immediates from the Spring/ Summer collection and were prebooking [Autumn/Winter],” she said.

Most exhibitors said they saw a mix of drop-ins as well as scheduled appointments. But Storch said her schedule was filled going into the show. “At the show, we had twice as many stores that dropped in,” she said. “We are very pleased with the turnout.”

At Ed Hardy Intimates, customer feedback was key, according to Sales Manager Mary Llamas.

“We have really listened to our customers, and we understand that the economy is down,” she said. “That is why our Fall 2008 and transitional pieces are highly versatile. You can wear most of the loungewear and sleepwear inside and out of the house.”

Buyers were writing business and responding positively to the collection’s tattoo-inspired printed cotton bottoms, bikini bottoms and camis, Llamas said.

“This is our second New York show, and I think buyers are looking to the key brands to see new looks,” she said. “We are selling a lifestyle, so now is not the time to pull back. Our customers are spending good money, and we offer them excellent fabrication with a sense of whimsy.”

Returning exhibitor Eric Schlobohm, director of international sales for Shirley of Hollywood in Vernon, Calif., has been showing at Lingerie Americas for the past two years. Shirley of Hollywood displayed pieces from the Spring and Fall 2008 collections. “Our company has a real advantage because we ship immediately,” Schlobohm said. “Whatever a buyer sees, they can get it from us with absolutely no waiting time, and I think this strategy has played a big part of our success.”

In addition to meeting with some of Shirley of Hollywood’s key accounts, Schlobohm said he also made new contacts with Canadian resources at the show.

Overall, Schlobohm was complimentary about Lingerie Americas but criticized a crowded tradeshow schedule that had exhibitors and buyers choosing between Lingerie Americas and the newer show, Curvexpo, in Las Vegas and New York.

“This show is always great, but there are just too many trade shows going on right now,” he said. “Directionally, it’s tough for vendors as well as buyers to know where their time is best spent.”

Lingerie Americas had the lingerie trade-show field in New York to itself for several years after Messe Frankfurt’s longstanding lingerie show, Intima America, shuttered in 2004. Curvexpo entered the scene in February 2005 with a Las Vegas show that ran concurently with trade-show giant MAGIC International. Lingerie Americas’ own Las Vegas show bowed in August 2005. Curvexpo debuted a New York edition this season but opted to show during New York Fashion Week in early February.

By splitting the New York show dates, many out-of-town buyers had to choose which show to attend, and some exhibitors opted to show at both events.

But Argain said the date change and the added competition in New York had little effect on Lingerie Americas’ show. “We are the original show, and our focus will always be on creating the best possible environment for buyers and exhibitors,” Argain said.

The next Lingerie Americas show in New York is scheduled for Aug. 3–5.