CHALLENGES
The organisers decided to launch the event less than six months before the show opened.
Consequently, it was a huge challenge to prepare for and recruit staff. However, the
exhibition still met its target of 105 Interfiliere trade-show companies from 15 countries,
24 private lingerie brands, 11 international trade press attendees and 140 exhibitors.
EXECUTION
To support the first Hong Kong Mode Lingerie, Eurovet invited special guests including the French consul general Jean-Pierre Thebault and the president of the French Chamber of Commerce and Industry in Hong Kong, Richard Burton.
The two-day lingerie exhibition attracted almost 3,500 visitors, of which 76 per cent were directly involved in buying and retailing. The show attracted professionals from around the world,
with 42 countries represented.
More than 400 VIP guests including key directors from the industry, buyers, opinion leaders and the press were invited to the ‘Paris – Hong Kong. The Art of Luxury’ fashion show which showcased lingerie collections for the coming season.
In conjunction with the event, Eurovet joined forces with Hong Kong Polytechnic University, the Ace Style Institute of Intimate Apparel, and the Institute of Textile and Clothing to organise the first International Lingerie Forum.
During the exhibition five conferences took place, attracting up to 200 people with discussions on lingerie trends, the attitude of Asian women towards femininity and retail trends worldwide.
VERDICT
Richard Burton, president of the French Chamber of Commerce and Industry says:
“For all the right reasons, Hong Kong is the best place to hold the Hong Kong Mode
Lingerie exhibition. For companies wishing to develop in this region, the city offers access to partners with all the expertise to help.
“Hong Kong is a recognised centre for sourcing and buying on China’s doorstep, where there are already over 200 million consumers ready to buy high-quality lingerie and this market is growing very rapidly. And Hong Kong has superb infrastructure to host such a world-class event.”
