Show organiser Eurovet launches 'The Lingerie Place' website
French show organiser Eurovet's declared aim is to extend all its events online, to allow buyers, brands and suppliers to stay in touch throughout the year. After working on this project for twelve months, on the first day of the Salon International de la Lingerie and Interfilière shows on 20th January, Eurovet officially launched 'The Lingerie Place' web platform.
The new website has been operational for a few days, and already showcases 1,500 brands and 1,200 suppliers, in other words all of the exhibitors at Eurovet's international shows: Salon International de la Lingerie, Mode City, Curve in the USA, Interfilière in Paris, New York, Shanghai and Hong Kong, and Mode Lingerie & Swim in Moscow. Exhibitors at these B2B shows will be featured for a year on the website as part of their registration package, but access will also be available to non-exhibitors as a fee-paying service. "For the website to be effective, it is important that it reflects the market as broadly as possible, including brands which aren't exhibiting at the shows," said Marie-Laure Bellon, Director of Eurovet.
The fact that the shows enjoy an online 'extension' will not harm the actual events. "On contrary, it is absolutely complementary [to the shows], digital and physical should no longer be pitted against one another. These days, corporate strategies demonstrate that in order to create digital content, it is necessary to generate an experience. Staging events is the foremost way of creating online content," added Bellon.
The new website is a genuine search engine, which classifies brands by industry (lingerie, swimwear or activewear) and by specific product categories. It also classifies suppliers in terms of their specialisation, and offers the possibility of booking an appointment at the next show, as well as of getting in touch directly with representatives of the companies listed. 'The Lingerie Place' will tap existing Eurovet data to promote networking, and will also be capable of providing additional information based on the searches made on the website.
The-lingerie-place.com is designed to offer new business opportunities to Eurovet show exhibitors, giving them access to an audience of international visitors who do not necessarily attend all of the events, and will do so throughout the year. And this may well not be all: though the website is currently targeted to professionals, Eurovet is suggesting another application for it, mentioning that knowledgeable consumers could tap it to find the latest novelties. This could eventually open the door to cross-referencing, to help brands engage directly with the general public. "For the time being, we're not talking about a marketplace. Currently, the idea is to make it a showcase open to everyone and as extensive as possible, allowing smaller labels to have some visibility," said Marie-Laure Bellon. She indicated that access to The-lingerie-place.com isn't restricted to professionals only, except for the 'interaction with companies' function.
Indeed, the general public, through the possibilities offered by digital tools, is Eurovet's new development focus. "Nowadays we are effectively a worldwide agent for the lingerie and swimwear industry, putting professionals in touch with each other, but our goal is to establish a presence with the general public too. Our mission, besides the purely business dimension, which we are adding to digitally, is also to act as a public relations agency on a global scale," said Bellon.
This is why Eurovet is so active in new projects going in this direction, such as 'The Lingerie Place' and a future new event format for the Mode City show, currently being defined.
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