Polish lingerie conquers fashion capital

23 July 2012
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For the second time producers and underwear distributors from Eastern Poland presented their trade offer at the common regional stand during the world largest lingerie trade show Mode City held in Paris from 7th to 9th July 2012.

Mode City exhibition is linked to the trade fair Interfiliere (fabric and suppliers trade fair for linen production) is organised twice a year in two sessions – in January and in July. Both sessions are equally popular among visitors and despite an uncertain economic context the fair confirmed its position as world leader for the market.


Eastern Poland at Mode City fair

Thanks to the grant within Promotion, Development of Eastern Poland Operational Programme, 17 entrepreneurs from Eastern Poland Macroregion participated at the fair. Following companies  presented their key products : AVA, Axami, Expose Beauty, Fabio Undercare, GAIA, Goretks, Gracya, Kinga, Kostar, MAT Lingerie, Meva Fashion and Miss Fabio.

Presented collections were the newest designs above all, which will be released only next spring and summer. Even  though the largest part of the designs were corsetry (bras, pants, corsets)  including wedding designs and for young mums, visitors looking for men’s underwear or nightclothes could also find something for themselves.

It turned out to be a very significant promotional point, the presentation of Eastern Poland products  during the main catwalk show directed by the exhibition director, which for 3 days of lasting the  fair was watched by a dozen or so thousands visitors.


Eastern Poland at Mode City fair

- Thanks to participation at international exhibitions our brands are more and more recognisable on foreign markets – said Elżbieta Kacała, the representative of the Podlachia Lingerie Cluster. During this year’s exhibition lingerie designs of all companies belonging to the Cluster were presented in the main catwalk show, which we considered to be the great honour for us. Our stand was extremely popular, among the visitors were clients from New Zealand, Japan, the United Arab Emirates, Holland, France,  Spain and Russia. The meetings resulted in many signed foreign contracts, we started many promising contacts, which in the future will result in significant effects, most of all in broadening portfolio of our present clients. Participating at the fair permits us on access to the latest designs presented at the market, which is the key for the development of lingerie industry in Poland – she added.

Like last year, entrepreneurs couldn’t complain about lack of  interest at the stand, which was visited not only by regular recipients, but by the visitors who came to the Mode City fair for the first time. It confirmed that presenting trade offer collectively and establishing large national stands influences perception of brands representing particular type of industry among contractors, heightening their presence at this type of events. It can be connected to the fact that quality of Polish lingerie products is in no way different from what can be bought in large brands shops, Polish lingerie producers may expect next successes.


Eastern Poland at Mode City fair

430 brands from all over the world were presented in this year’s July edition of  the fair. The fair attracted over 15 thousand visitors – most of all distributors and buyers from France, Italy, Germany, Great Britain and Russia, the USA, Japan. Next year 50th anniversary of Mode City fair will be celebrated.

Promotion, Development of Eastern Poland Operational Programme is co-financed within European  Regional Development Fund.

(PAIiIZ)

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