CURVE 2016 Preview
Above: Maison Lejaby. Photo by Hank Pegeron.
“Brands exhibiting at the show meet with an extensive list of industry experts and buyers from successful boutiques to established department stores to online retailers.” – Pierre-Nicolas Hurstel, CURVEXPO.
by Michelle Broomes, Lingerie Journal Editor.
A few short weeks ago in October, we promised a teaser of what to expect from the next episode of North America’s best trade show for lingerie, swim and accessories, CURVEXPO. The shows kick off in February 2016 with Curve@Magic in Vegas followed quickly by the New York City edition.
Above: the Giving Bride. Contact: Maggie@thegivingbride.com.
We know that there is plenty to look forward to, including new brands, and, in our interview with CEO of CURVEXPO, Pierre-Nicolas Hurstel and his team, they afford us a sneak peek of what to expect at these exhilarating shows in two of the world’s most desirable destinations.
Q&A with CURVEXPO CEO Pierre-Nicolas Hurstel and the Curve Team
Curve is approaching a decade in the industry, how challenging has it been to keep the show’s atmosphere fresh and appealing to exhibitors and attendees? What strategies have helped most?
Our approach to keeping the show fresh and appealing is to maintain an extremely close relationship with both exhibitors as well as buyers — to be consistently open to feedback. We listen to the thoughts and ideas of the attendees both during and after the show to learn which aspects work and which ones can be improved upon.
That, combined with ideas from other Eurovet shows and from our team members, come together to provide the backdrop for the next season. We are regularly improving and evolving our shows to ensure that our attendees are experiencing the best show possible.
Above: the Vivica A. Fox Collection for Curvy Couture. Contact: email@example.com.
Can you give a quick snapshot as to how the show exhibitor and attendee numbers have improved to date?
The number of buyers has been increasing in direct correlation with how the shows have been growing over the years. Our main focus over the past three years has also been to attract quality attendees.
For August 2015, we had 300+ exhibiting brands in New York and 250 for Las Vegas; for buyers, 2,700 attended the New York Show and 2,100 were seen in Las Vegas.
Above: Dominique Intimates. Contact: firstname.lastname@example.org.
Above: CURVE@MAGIC. Photo by Charles Roussel.
“Las Vegas is the ideal backdrop for our West Coast show because of the various other trade shows already established in the city, most notably the gathering of women’s Ready-to-Wear.”
For the Curvexpo Team, what have been some of the best achievements of the shows this year?
New York has seen two successful shows in 2015, with a large number of exciting new brands. In Las Vegas, we successfully collaborated with MAGIC Marketplace to create a one-of-a-kind experience for buyers, which commenced in August and will continue into 2016. Not only did the CURVENV@MAGIC show provide a one-stop shopping experience by joining the Swimwear and Intimate apparel categories all under one roof, but buyers also had the opportunity to explore all of the other MAGIC Marketplace shows if they desired.
Above: Glamory Plus Size Hosiery is making its CURVE debut in August 2016. Contact: Tim@glamoryhosiery.com.
And what new and exciting features can we look forward to for the upcoming February 2016 shows?
For New York, attendees can expect a completely different show filled with visual-based items designed to enrich one’s experience. We will introduce Fashion and Trend Presentations to highlight products that you can find on the show floor. Webinars before the show will teach exhibitors as well as buyers how to make the most of the features we provide on our website. The mobile application and interactive floor plan can be downloaded before the show and will aid in preparing for the show beforehand as well as searching for booth locations during the show, amongst other features. Finally, new carpet and booth signage will make the show aesthetics more modern.
Above: the Muse Lingerie. Contact: email@example.com.
In February, we are presenting a new format for Las Vegas, one within the walls of WWD MAGIC in our own dedicated section. At this show, buyers will be pleased to find a curated offering of a variety of intimate apparel as well as a select group of swimwear brands; they will also have the flexibility to walk the rest of the show floor if needed. This will allow for exhibitors and buyers alike to enjoy the intimacy that CURVEXPO shows are notorious for while still being able to experience the crossover to other categories such as RTW. Our CURVENV@MAGIC stand-alone show will return August 15-17 2016.
Above: Julie France Bodyshapers. Contact: firstname.lastname@example.org.
When can we look forward to previews of brands joining Curvexpo in February 2016?
Brand profiles are already featured on the website, as well as in articles and other social media platforms such as Instagram, Facebook and Twitter. Articles, provided by each respective brand, supply a snapshot into the brand heritage, image, and upcoming projects and are linked to the brand’s personal page featuring key information such as social media links, brand categories, price positioning, and most importantly, the possibility for visitors to book appointments with the brand. These, along with longer write-ups provided by the Curvexpo team, will continue to be released over the upcoming months to highlight brands coming to the show.
Above: Eucalan Lingerie Wash at CURVENY. Contact: email@example.com.
What makes New York and Las Vegas the ideal backdrops for Curvexpo shows?
New York is renowned as being one of the major fashion capitals of the world. It is easily accessible for both buyers in America as well as in Europe, and numerous young designers are based in the city, giving them the opportunity to display their line at a trade show without having to travel a far distance.
Las Vegas is the ideal backdrop for our West Coast show because of the various other trade shows already established in the city, most notably the gathering of women’s Ready-to-Wear. This equips our buyers with an intimate atmosphere that our shows are known for while providing the opportunity to walk other show floors to explore other categories.
Above: Q-T Intimates. Contact: firstname.lastname@example.org
What advice/encouragement would you give to brands wanting to join upcoming Curvexpo shows?
Curvexpo is the place to be if a brand wants to launch or expand in North America. Brands exhibiting at the show meet with an extensive list of industry experts and buyers from successful boutiques to established department stores to online retailers. Curvexpo offers a strong partnership with our dedicated buyers team who will reach out to your customers, as well as a plethora of marketing opportunities for increased exposure before, during, and after the show. Preparation is also one of the most important factors to a successful show; make sure that you have all necessary resources before the show. And finally, have fun! If you are friendly, buyers will feel more comfortable entering your booth and asking you questions.
CURVE 2016 Show Dates
Las Vegas: February 16 – 18, 2016, Las Vegas Convention Center.
New York: February 21 – 23, 2016, Jacob Javits Center.