The great and the good of the lingerie industry are out in force twice a year at MODA, the largest UK trade show for Lingerie and Swimwear at Birmingham NEC in the Midlands.
Anita always enjoys a noteworthy presence at the shows, exhibiting at each one with its lingerie and swimwear options for the buyers to come and look through in their own time ready for the upcoming season. It’s a buzz of appointments, catwalk shows, people coming and going and an air of excitement as the new collections are eagerly examined and the buyers make their all-important choices for the year ahead.
Lingerie models play a huge role at the trade shows, the buyers will ask to see the model in the styles that they are interested in stocking to get an idea of the fit and shape of the product. Unfortunately you cannot possibly tell from a hanger how a bra will look and fit when it is worn, you really need to see the product on a model.
Likewise the brand may ask the model to demonstrate a particular style that they think will be of interest or they know has some particular unique selling point in order to better show the fit and quality. This was the case at this February’s show with Havannah, a new ‘no wire’ or ‘soft’ bra style from Anita Comfort that will be available in the shops later this year.
The reaction to Havannah was overwhelming, Serina Baker, UK Area Sales Manager for the North of England, said “ We were aware that Havannah would be a popular choice because it is a luxury product at a really reasonable price and soft bras, those without underwires, are growing in popularity every year. But the response from the buyers when they saw it on the model was extraordinary. It sold really really well”
The Havannah no-wire bra from Anita Comfort is a good choice for anyone who finds that wired bras are uncomfortable for them. The luxury fabric gives amazing shape providing the lift you might expect from an underwired bra. Retro in style it looks good on every age group and the model was so impressed with it after wearing it on and off for three days that she said she might even be persuaded to switch from wearing underwires!
The three day show also provided plenty of time for the UK team to catch up with each other’s news and discuss strategy for the months ahead. Staying at a hotel on site and eating as a team together each evening was a highlight for those who live further afield. Our Irish agent was able to spend time with the team as was Serina who, based in the North, doesn’t have very much face to face time with the rest of the sales team who are more centrally located. “it was really great to be able to enjoy seeing everyone and find out whats been going on since we last all met” said Serina, “the trade shows really are the heartbeats in the working year and its so good to meet up with all our customers and be able to display the complete range of products we offer”
MODA is set to return in August 2016, check out the website for more information.