March 5, 2018
Eurovet Americas/CURVE concluded its February 2018 edition of CURVELASVEGAS and CURVENEWYORK on Wednesday, February 28. This season was driven by a renewed energy brought by new management and a keen focus on great positioning for all brands and attendees.
CURVENEWYORK began on February 26 and concluded on February 28 in a new location within the Javits Center – Hall 1A. The emphasis of the season was to bring attendees a harmonious atmosphere that integrated the typical business-meeting environment with trend discovery, discussions and panels on the changing industry, and specialized matchmaking aimed to foster relationships between the brands and attendees.
The first day of CURVE broke records with core lingerie business buyers in attendance. Thanks to adjacent location to UBM shows and co-badging, cross-traffic was increased between shows. The goal was to provide all buyers with the opportunity to build a complete store offering by having access to all product categories.
Brands such as Hanky Panky, Fleur of England, Rago, Leonisa and Anita were all enthusiastic about the outcome of the show. All brands were busy as usual with orders being placed on show floor and overall globally content with the show. Many brands spoke to the new energy of the show and praised the atmosphere that promoted a positive environment to meet with attendees. Leading brands of the industry including Calvin Klein, Chantelle, Commando, Cosabella, Empreinte, Freya, Hanro, Lise Charmel, Lou, Natori, Simone Perele, and Triumph were in attendance. Eurovet Designer of the Year, Wacoal was also in attendance and was honored in an intimate cocktail hour featuring speeches by both Marie-Laure Bellon, President of Eurovet and Bob Vitale, President of Wacoal America. Attendees also had access to innovative brands such as Adina Reay, Bluebella, Blush, Brabar, Clo Intimo, Ellipse, Lepel, Nubian Skin, Paloma Casile, Rya Collection, Sleepy Jones, and The Great Eros.
CURVENEWYORK opened with a presentation on February 26, “Retailing for Millennials” by Liliana Mann and generated a large attendance eager to learn about how to attract and understand the millennial consumer. Also on the first day of the show, the “Re-Imagining Retail: How to Stay Competitive” panel1 took place, which focused on the topics of how to use technology to connect with existing customers as well as how to utilize it to generate additional business. On the morning of February 27, the “Be an Ambassador for Change: The Intimates Evolution” panel2 spoke to the topic of the changing lingerie industry specifically in the topics of body positivity and using data and social media to define your target consumer.
CURVE repositioned its focus this February on creating these events that aimed to engage attendees and stimulate the overall show experience with access to information on the industry. Kat Migiliore from Luxury Lingerie in Duck, NC said “The show had a great energy and a modern fresh vibe. The introduction of new events in the early morning was a great added value.”
In addition, CURVENEWYORK presented events focused on breast health and post-mastectomy topics, during the presentations “Building Your Business with Anita Breast Care” sponsored by Anita and ”Breast Health with Dr. Regina Hampton, MD, FACS” sponsored by Eveden.
Attendees were thrilled with the new event schedule in addition to the intimate feeling and cozy atmosphere of the new hall. At the heart of the show was the Concept Lounge, which sought to inspire and immerse the attendees in trends and new concept store ideas. The Concept Lounge was a mix of trendy brands such as Ajour, Cosabella, Hanro, V.O.V.A, Only Hearts, Else, Kisskill, and Skin which were displayed in a way that created a mood area where attendees could come to discover and engage with the products.
The Concept Lounge was surrounded by designer lingerie brands such as Izabela Godlewska of Undress Code said, “They loved to be part of the Concept Lounge area of the show floor since it closely identified with their mission to create pieces for the Modern Woman.” Also surrounding in the trend area of the show floor were new product categories such as candles, perfume and jewelry, that would complement the offering of intimate apparel stores. The brands that were included in this curated area were Keep it Silky, KENT Woman, Cadolle, Carol Workinger Studio, Danielle Welmond, Forever New, Gibson & Dehn, I Profumi di Firenze, Swedish Stockings, Velvette and Yes Master.
To further increase relationship building and to promote the discovery of new brands for attendees, CURVENEWYORK offered a speed dating program this season. A curated selection of brands were included in the program to pitch their offering to attendees and have the opportunity discuss their product, target consumer, and vision in a 5 minute duration. Linda Voytoveck of Hers Lingerie in Toronto said “I loved the new speed dating event. Five minutes made the pitches short but sweet, and it introduced me to new brands who I may not have otherwise met. I would love to participate again.”
The February season was jumpstarted with, CURVELASVEGAS was held February 12, 13, & 14 and returned to the Mandalay Bay Convention Center. This season, the show was repositioned to provide an improved buying journey for attendees; CURVELASVEGAS was in a new location within PROJECT WOMENS, and was situated at the intersection of major Ready-to-Wear aisles and adjacent to the VIP lounge. CURVE’s placement allowed for the growing crossover of Ready-to-Wear buyers into the show.
California Apparel News spoke to several exhibitors at the show and received feedback. Joseph Smith, Director of sales for specialty accounts and international logistics at Wacoal, expressed his satisfaction with buyers who are choosing new product over replenishment orders. “This time they actually sat, wrote and left paper, so that’s encouraging.” Simon Southwood, CEO of Sauvage said, “We had a lot of interest from people in the Midwest, like Chicago, places we don’t normally see. We have a lot of faithful men’s customers who come to this show. It’s good timing for Spring and Summer for them.” CURVE will continue with this positive momentum for their August 2018 shows.
1Speakers including: Moderator Jackie Trebilcock, Director of The New Work Fashion Tech Lab, Panelists Anne Slowey, CEO of Anecdote & MentalLoop / Former Fashion News Director at Elle, Guido Campello, CEO of Cosabella, Jeremy Bergstein, CEO of The Science Project
2Speakers including: Moderator Jessica Cruel, Style & Beauty Senior Editor at Self Magazine, Panelists Ellen Lewis, Founder of Lingerie Briefs, Cassandra Napoli, Digital Media & Marketing at WGSN, Krystle Kotara, Creative Director at Anylalust.com
CURVE is the only show in North Americas solely dedicated to Intimate Apparel, Swimwear, and Men’s Underwear. The CURVE shows are produced by EUROVET AMERICAS, a EUROVET company.
EUROVET is the undisputed world leader for lingerie and swimwear, with international events in Paris, New York, Shanghai, Hong Kong, Las Vegas, Cannes, and Moscow.
The CURVE team would like to thank our press partners for their continued support: Body Magazine, Best of Intima, California Apparel News, Fashion Network, Lingerie Addict, Lingerie Insight, Lingerie Journal, and Swim Journal.
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