CURVE Las Vegas Aug 2014 Recap
“It was a great opportunity for the brand community to have a panel question and answer segment, to better understand the buying process for resort.” – Rosalyn Librande-Knowles, Elizabeth Jane.
by Elisabeth Dale
How do you improve on the annual Las Vegas CURVExpo Mode Lingerie and Swim show? By combining the latest in 2015 Spring/Summer fashions with a new base of buyers. At the most recent show, CURVExpo launched its first 20|40 program, an initiative introducing intimate apparel and swimwear brands to the luxury spa and resort market.
This endeavor succeeded in forging relationships between 20 luxury resort and hotel industry leaders (representing more than 350 properties) with 40 exhibiting brands.
CURVE’s 20|40 program featured an event that allowed a Q&A with buyers and informal roundtable discussions.
Josée Côté, Development Director, for CURVExpo explained the approach they took to bring brands together with potential new buyers. First, they paired down the list of 135 exhibitors to find those that would be the best fit (i.e., no bra sized swimwear) and sent them information about the new program. At the show, they held an exclusive event that allowed a Q&A with buyers and informal roundtable discussions. Profiles of exhibitors and buyers were made available in advance to better facilitate communication. Finally, during the show, properties were given a personalized shopping experience to make it easier for them to find what they wanted or needed.
How did exhibitors react to the program?
Many felt it was a great way to tap into a year-round demand for swimwear and other casual loungewear.
The strategy to introduce these two groups made sense in more ways than one. Spas and resorts want products that offer their clients a sensory experience. It’s about making customers feel relaxed, rejuvenated, and refreshed. That’s also what luxury intimate apparel and swimwear brands offer to wearers.
Above: Blackspade Intimate Apparel at CURVE Las Vegas.
Also many resort visitors may not pack all that they need for a trip, or simply enjoy purchasing a souvenir during their stay. Why not stock the gift shop with a wide variety of choices? Vivian Hensen, Director of Spa for the Four Seasons Beverly Wilshire underscored this essential by adding, “we want guests to see merchandise.”
To learn more about exhibiting with CURVE, please contact Ivy Bello at email@example.com
CURVExpo was the right place to find intimate apparel options for spa and resort guests. New and returning exhibitors showed an assortment of stylish S/S 2015 swimwear and loungewear pieces. Once again, many brands presented styles that could double as outerwear pieces, too. Some, like Maison de Papillion, took this concept to new levels, offering functional designs to wear from “bedroom to boardroom.”
CURVE Las Vegas Aug 2014 Brand Photos
Here’s a small sample of some of the exhibiting brands attending this year’s Las Vegas show and a preview of their SS15 lines:
Fleur’t continues to build on a strong basic collection of panties and bralettes with new styles of chemises, robes, and loungewear. The sexy lace and mesh details on nightgowns were shown with elegant silk tie wrap robes. Their everyday lounge line includes cute and comfy palazzo and harem pants that can be paired with sleeveless or long sleeve tops.
Addiction Nouvelle, another returning brand, echoed demand for casual wear, moving from signature bras and panties into more relaxed lounge looks. Long sleeve, t-shirt and camisoles are available in 10 different colors. All can be coupled with Addiction’s easy-to-wear leggings, shorts, or pants.
New to Curve was mia piuma, which presented exquisite Italian silk nightshirts meant to offer elegance and ease in the bedroom. But don’t be fooled by the “nightshirt” designation. Their designs included both traditional and more daring necklines. One can pick from simple t-shirt cut styles or halters with a sexy center front slit. The new mia piuma nightshirts are available in five colors.
A new swim exhibitor, BabaJaan, takes its inspiration from the beaches and beauty of Brazil. Their designs include one and two-piece bathing suits, along with fashionable cover-ups, Panama Hats, and every other casual resort piece you might need on a tropical vacation or cruise. You can create an entire look from their collection, effortlessly transitioning from daytime to evening.
Elizabeth Jane (a division of Vulure) was also new to Curvexpo. They showed bright one and two-piece swim prints, along with lace cover-ups of tanks, boy shorts, and pants. Their pieces seem ideal for resort wear. Vulure’s Managing Director Rosalyn Librande-Knowles was delighted to meet spa and resort buyers at the show. “It was a great opportunity for the brand community to have a panel question and answer segment, to better understand the buying process for resort,” said Knowles.
Maison de Papillion
Maison de Papillion is made for the woman juggling a busy schedule, but who appreciates chic, stylish, and flexible pieces. The brand presented a wide assortment of women’s apparel that “effortlessly transitions from lounge wear to evening wear and everything in between.” Silk shirts, slacks, and shorts can be worn from the “streets to the sheets.” You can choose from strictly boudoir pajamas and robes or kaftans to versatile and sophisticated tops and dresses made to mix and match for daytime. Bold colors in jewel tones make this choice of separates ideal for pairing with existing classics in your wardrobe.
Blackspade Intimate Apparel
Blackspade Intimate Apparel offers a wide spectrum of high-quality intimates at competitive prices for retailers and their customers and includes a variety of styles perfect for layering and pairing with ready-to-wear pieces.
Whatever the future holds, this initial effort appeared to be a huge success. Danielle Salinas, Fashion Designer and Founder of Maison de Papillon said “The panel discussion was so crucial and insightful for us in building a strong foundation with resorts and spas.” She added that “We have been purchased by several of the worlds most exclusive resorts and spas, including Four Seasons Beverly Wilshire, Trump International, and Capella Pedregal Los Cabos to name a few.”