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Snowy Moda’s warm welcome for lingerie

Exhibitors at mainstream trade show Moda were in an upbeat mood, with many reporting orders up on last year.

Although some exhibitors said the show seemed quiet, Moda organiser ITE denied that snow had hit attendance and said visitor numbers to the event, which encompasses menswear, womenswear and footwear and included a lingerie area for the first time, were up 21% over the three days. However, the total included visitors to the lingerie show, which did not exist last year.

Exhibitors told Drapers that although the show was quieter than in previous seasons, it had attracted some high-calibre buyers.

Nigel Hughes, director of womenswear agency APT, which showed Gelco, said: “As the show opened it seemed quiet, but we saw quality buyers. Orders from existing accounts were up and we made strong new contacts on day two - particularly from Irish buyers, who had been delayed by the snow.”

The introduction of the lingerie sub-show - which in November prompted Brintex, organiser of the Harrogate Lingerie & Swimwear Exhibition, to cancel its event - attracted big-name lingerie brands. Triumph and Ballet, which had stopped exhibiting at Harrogate in recent seasons, showcased their collections at Moda.

Joanne Stockdale, sales director at Ballet, which was bought out of administration by lingerie supplier EBI Apparel last week, said: “We’ve benefited from womenswear buyers interested in nightwear.”

Nolly Dorrell, owner of lingerie indie Fashion Stop Stocking Box in Aldershot, Hampshire, added: “I miss the atmosphere of Harrogate but Moda seems to have got a lot of the big brands here. The layout is also more straightforward.”

Moda ran from February 21-23 at the NEC in Birmingham.

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