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Vol.09  Issue 07/00, 02.07.2009

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Text : eurovet.




2nd Parisian edition of the Leading
Global Platform for Intimates, Swimwear and Wellbeing



The trade show, which will be held on September 5th, 6th and 7th 2009, in Halls 3 & 4 of Paris Expo - Porte de Versailles, is confirming its resolutely fashion-forward positioning in a market that is changing dramatically.

The most explosive of the Paris trade shows is continuing its bid to take over planet fashion, offering a new incarnation of intimates and beachwear.
Overturning established traditions, MODE CITY has made its mark in Paris thanks to strong and original Communications which consolidate its commitment to the profession: capitalizing on interactions with the ready-to-wear and accessories markets.

With its original exhibition design and attention-grabbing Programme of external features, MODE CITY translates all the latest fashion and market trends in an atmosphere that is at once summery, exciting and fun.


MODE in the CITY ...
In an exhibition area measuring 35,000 m2, Mode City provides a panoramic overview of the summer 2010 collections, bringing together almost 600 brands divided into 4 sections of beachwear, intimates and well-being collections.

4 product ranges, 4 facets of a single show

JUST FASHION - Swimwear, Lingerie, Men's underwear, Accessories, Beach ready-to-wear
BANANA MOON (Monaco), BIKINI BAR (France), COMPAGNIE DU SOLEIL (France), HAUTE PRESSION (France), IODUS (France), LIVIA (Monaco), LOLITA ANGELS (France), MOONTIDE (United-Kingdom), MORGAN (France), PAIN DE SUCRE (France), SEA-FOLLY(Australia ...

DESIGNERS LABELS & CREATION - Luxury brands and young designers
ANDRES SARDA (Spain), CADOLLE (France), CARIOCA (France), DONNA KARAN NEW-YORK (USA), DOSED (Italy), EMAMO (Italy), GOTTEX (Israel), GUIA LA BRUNA (Italy), JEMMA JUBE (United-Kingdom), JUICYCOUTURE (USA), LETARTE (USA), MAX MARA (Italy), MISS BIKINI (Italy), MARYAN MEHLHORN (Germany), MELISSA ODABASH (United-Kingdom), ONE SEASON (France), PRELUDE (Romania), PALADINI (Italy), PIN UP STARS (Italy), REBECCA (Hungary), SHAN (Canada) ...

COCOONING - Loungewear, wellbeing, yoga, fitness, homewear and nightwear
ALBA (Italy), DEREK ROSE (United-Kingdom), GLORIA BARONI (Italy), LAURENCE TAVERNIER (France), LE CHAT (France), LES FLANEUSES (France), MARJOLAINE (France), PLUTO (Belgium), RUE DU FAUBOURG (France), SHYLA (Germany) ...

THE ESSENTIALS - must-have lingerie, corsetry and beachwear
BARBARA (France), CHANTELLE (France), COCOA (Portugal), EMPREINTE (France), ESPRIT (Germany), GERBE (France), HUIT (France), IMPETUS (Portugal), LISCA(Slovenia) LISE CHARMEL (France), SIMONE PERELE (France), TELENO (Spain), VALCUVIA (Italy), WACOAL (France), WOLFORD (France)...

With over 75% of exhibitors travelling in from abroad and 70% international visitors, MODE CITY has confirmed its position as the must-see event for the profession as a whole. Expecting some 25,000 visitors, MODE CITY has joined forces with all the other trade shows in September's fashion wave.
The show can be accessed using the Fashion Pass which also provides access to the other events at Porte de Versailles: Interfiliere, Pret-a-porter Paris, Who's Next, Farne, Premiere Classe, Eclat de Mode - Bijorhca and Accessoires avenue.



MODE CITY.... not to be missed!

Agent Club
A key link in the market chain, MODE CITY offers a new platform of exchange between brands and their clients. Workshops offering merchandising advice for buyers, led by agents representing exhibitor brands, a forum of laid-back exchange for an in-depth insight into market evolutions and new consumer demands with one shared objective: optimizing knowledge to boost sales.

Seafolly, Australia takes to the limelight in Paris!
Chosen as the show's Designer of the Year within the framework of Paris, Capitale de la Creation, this Australian brand pioneers the art of mix-and-match beachwear and impresses us every year with its fresh, sun-drenched lines: a 100% swimwear and beachwear brand that is well worth a visit!

MODE CITY... Fashion focus!

A veritable trend-setter, MODE CITY expresses its creative choices through a number of trends forums and catwalk shows.
Colours, innovative fabrics, shapes, cuts... the show translates and illustrates fashion trends in the widest sense, promoting the exper-tise and know-how of the profession as a whole through its 100% fashion-forward events and features.

New for 2009: Two Trends Forums
To illustrate the show's entire product range to optimal effect, MODE CITY is presenting one forum dedicated to beachwear and swim-wear and a second forum showcasing summer intimates and wellbeing.

Creating a stir: the catwalk shows
With 2 catwalk shows per day - intimates and wellbeing in the morning, beachwear and swimwear in the afternoon - MODE CITY takes an in-depth look at the key trends for summer 2010.

2 Fashion Focal Points: Dynamic Beach and 24 Hours of Happiness:
DYNAMIC BEACH divided into 10 beachwear sections
24 HOURS OF HAPPINESS highlighting 5 lingerie moods


The French beachwear market in 2008

According to a study published on April 27th last by NPD Group, an international firm which has carried out in-depth marketing research in various sectors since 1967:
- The economic crisis has spared the French beachwear market which rounded off 2008 (accumulated trend of the nine month period April to December 2008) on a stable trend, despite a 6% decrease in the sport-textile market as a whole. The French swimwear market sold around 16.6 million articles in 2008, representing turnover of around €376 million.
- Estimated price per article: €22.70

"This corresponds to an average of just over one purchase every four years per French consumer. Women, including young girls, purchase around one item of swimwear every three years, whereas men, including young boys, purchase just over one swimwear article every five years," explained Renaud Vaschalde, a sports sector analyst at NPD Group.

"Buying swimwear puts you in the holiday mood (...) we can see why this market serves as an antidote to the credit crunch and why we can therefore look forward to a good spring-summer 2009 season in a context where 80% of turnover is generated by the primary leisure/sunbathing/beach function," according to Renaud Vaschalde.



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