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Upbeat mood at Moda despite the snow

Mainstream trade show Moda started yesterday with exhibitors in an upbeat mood despite snow impacting footfall.

Exhibitors at Moda, which runs until tomorrow in Birmingham’s NEC, said the show seemed quieter than usual and put the drop in numbers down, in part, to snow in the north and midlands disuading some buyers from attending. However, many exhibitors added that they had seen some quality accounts and written strong orders during the first day of the event.

Henrik Eppers, international sales director for German womenswear brand Bianca, said: “The snow seems to have put some people off but we’ve seen some good buyers. We wrote some good orders in the first few hours of the show; I think buyers are growing in confidence.”

For the first time this season, Moda included a lingerie hall. Most lingerie exhibitors had previously shown at Harrogate Lingerie & Swimwear Exhibition, which was cancelled this season following the announcement that Moda would add a lingerie hall.

The lingerie hall at Moda, which featured exhibitors including Triumph, Eveden, Gossard and Panache, was deemed a success by exhibitors,who said the proximity to womenswear brought new buyers to the stands.

Carol Duncumb, former chief executive of Intimas Group, and owner of lingerie brand BeMyBra, said: “Being close to the womenswear exhibitors has brought people to the stand who may not normally have visited a lingerie stand. I think the move has been good for the industry as a whole. The lingerie world had to come out of its bubble and be a part of fashion.”

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