November 05, 2019 / By mobanmarket
he Salon International de la Lingerie in Paris proved that a lingerie trade fair need not be staid and dull or dodgy and cheap, but can be exactly what it should be: sensual, flirtatious, seductive and a great stomping ground for doing business.
Amidst the fanfare of glamorous models and dancers strutting their stuff in little bits of silk and lace, orders were busily being written. After all, the lingerie sector generated a turnover of EUR2.5 billion in 2005, proving to be a lucrative market.
“Because the product we are dealing with can tend to be viewed as dodgy, we have to take a very professional attitude towards this trade fair,” says Cécile Jubin, product manager of international promotion for Eurovet, the organizer of the fair. “We therefore had a separate team in charge of every sector within the trade fair, from men’s underwear to lingerie, from hosiery to nightwear. We chose to set up clear boundaries in order to make the buying process easier. To this end we also installed the Trend Forum at the entrance of the fair.”
With 570 brands, 60 percent of which are non-French and the remainder of which are French and Italian, the Salon International de la Lingerie is one of the biggest of its kind. This edition, it covered 15.300 square meters, 700 square meters more than last year, when 22.000 visitors attended the fair. This year, the organisation expects that the amount of visitors will total 25.000.
Participants come mainly from France, Italy, the UK, the US and Spain. Approximately 80 percent of buyers are European, but the number of Middle Eastern buyers is growing. Buyers from Russia, the Far East and Australia also attend.
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The Salon consists of two parts: the finished product and the materials used for the production of lingerie. The latter is found in the affiliated Salon International Interfiliere, which hosts 230 providers of materials. It is here that visitors can see what the colour trends will be for summer 2007 in the Trend Forum.
According to Jubin the men’s underwear sector, shown in Ideal, is growing thanks to catalysts like metrosexual men. “The group of men interested in fashionable underwear is still quite small and consists mainly of the 18 to 30 age range. However, we are noticing that this group is growing.”
Young designers who have won popularity in their own countries can showcase their collections in the Spicy Garden, established especially for newcomers to the lingerie sector. “We’ve had a lot of interest from Danish and Dutch buyers,” says Katie Lopes, the commercial force behind young British brand S.P.A.N.K. “The brand is still very young, not even a year old, and we’ve only ever been to one other fair, Intimates in London. This is very new for us, but therefore also very interesting.”
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