Jul 10, 2014
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CPM Body&Beach: Eurovet partners with Igedo in Moscow

Jul 10, 2014

According to the players involved, in any case, it will be an international debut: the French organizer of the International Lingerie Exhibition and the beachwear show Mode City is joining Igedo, the Messe Dusseldorf-owned German organizer of the Moscow show CPM, in order to develop a big lingerie and beachwear trade show in the Russian capital.

With the support of Messe Dusseldorf and Expocenter, Igedo has organized the segment Body&Beach of CPM, which includes some 90 exhibiting brands, since September 2012. Now, Eurovet has become a 50/50 partner with Igedo for CPM Body&Beach.

The current name will appear alongside the new name in the marketing campaign in February

The two partners will also divide responsibilities amongst themselves. Igedo will take charge of the trade show’s operational organization in Russia. Eurovet, on the other hand, will take care of marketing, strategy, events and attendance promotion. Responsibility on Eurovet’s side has been conferred to Marie-Dominique de Fondaumière, who has already managed Eurovet’s trade shows in Shanghai.

For the new Franco-German partnership, it means expanding the Moscow lingerie and beachwear event in a market that they consider very promising. According to Marie-Laure Bellon-Homps, president and CEO of Eurovet, there are about 40,000 retailers in Russia and neighboring countries that offer lingerie and beachwear, including 4000 that are at the top level. Some of these retailers also attend Eurovet’s Parisian trade shows.

Dubbed CPM Body&Beach, the current show is more of a division of the ready-to-wear show CPM. It does not have a separate entrance, for example. Organized twice a year, in February and September, the vast majority (94.5%) of visitors are Russian - the remaining arriving from CIS countries. CPM, for its part, celebrated its 10th anniversary last year. It sees approximately 1,700 collections exhibited and welcomes almost 20,000 visitors.

Eurovet has considered developing a presence in Moscow for some time now - even while Marie-Laure Bellon-Homps indicated a few seasons ago that important Russian retailers also come to Paris, while also emphasizing the significant development of certain Russian brands.

Rather than adding another event to those already in Moscow (Textillegprom and Lingerie Expo, for example), the French organizers have chosen to work alongside a company that has already has one set up.

Meanwhile, Igedo, which would like to expand the show, will be working with a partner whose shows are universally recognized as high quality.

Neither of the two has gone into the fine details of the development. "We are working on the upcoming edition in February," said the president and CEO of Eurovet. The change in the show’s name will, it seems, be carried out gradually.

Next February, the marketing campaign will employ two names: “CPM Body & Beach” will appear above “More than lingerie”. “Moscow Mode Lingerie & Swim” will appear below that in a smaller font.

The following season, the names will switch places. And probably for the third edition, the event will become more independent of CPM, becoming “Moscow Fashion Lingerie & Swim”.

What’s more, in order to better signal its international presence, Eurovet has decided to employ new graphics and logos in its marketing that better link up its different shows. Each one, besides in Paris, in addition to the name of the host city, will now assume the famous phrase “Mode Lingerie & Swim”.

With the agreement, Eurovet has once again expanded its international presence.
Out of Eurovet’s 22 events each year, 14 of them focus on the lingerie and swimwear market. They’re held all over the world - from Shanghai to Las Vegas and New York to Hong Kong, Cannes and of course in Paris.

Nevertheless, Eurovet still thinks it hasn’t quite rounded out its world tour. “We still don’t have two continents under our belt,” says Marie-Laure Bellon-Homps, “Latin America and Africa.” Clearly the exhibitor wants everyone to be ready, even if there hasn’t yet been a specific announcement so far...

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