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This February Eurovet will bring the best of Curve to West Coast with the launch of Curve Los Angeles. The new show, which is set for February 23-24 will bring together 40 exhibitors and over 200 buyers.
This new show will be the perfect compliment to the highly successful CURVE NEW YORK show at the Jacob Javits Center. Set to take place on February 2nd- 4th 2020, CURVE NEW YORK is instituting some changes.
New this year is the introduction of some sub-shows that will highlight innovations and international brands. Launching this year is Exposed, which pulls together a selected group of intimates from mainline and emerging designers in a more intimate environment.
Curve will co-host a curated manufacturer lab with Interfilière for the first time this year. The Interfilière Lab will feature a high-end selection of mills and suppliers from Europe and South America.
CURVE NEW YORK will also feature a German Pavilion, which celebrates the Gesamtmasche, the German Ministry of lingerie, knitwear, and fabrics. The intention is to encourage business with German brands like Triumph, Falke, and Mey.
While changes to the New York show are important to note, the bigger news is the addition of the California show which takes place on February 23rd and 24th, 2020, at the Westdrift Manhattan Beach hotel. By introducing a new exhibit location, the legacy of Curve introducing top brands, buyers, and influencers to the intimacy conversation will continue.
Adding a west coast show, came as a response to Los Angeles becoming a growing market, in particular with sports bras. CEO of Eurovet Americas and Curve, Raphel Camp, shared that they worked with a marketing company that determined that over the last year, sports bras have grown four times as fast in the Los Angeles area than in New York.
Camps says that the contribution Los Angeles is making to the intimate economy as a whole is another main reason for this launch. He shares that in 2019, the west coast region accounted for approximately 16 percent of the total US sales. By instituting a California based show, it also supports the small businesses on the west coast that do not choose or cannot get to New York.
In addition to making it a more accessible and fun experience, there will also educational seminars on social media, in-store events, merchandising, bra fittings, and other topics that will provide resources to store owners. Similar workshops will be offered during the New York show.
There are a few ways Los Angeles will differentiate itself from the other exhibitions. First, it will have a more showroom feel versus the more convention center style of New York and Las Vegas. The Los Angeles show will also focus on celebrities. The Hollywood culture has always supported the lingerie industry shares Kristen Griffen, the Director of Visitor Relations for Curve. Griffen notes celebrity-driven trends are substantial and a growing segment in the US market. “Innerwear as outerwear is now becoming mainstream on city streets, but proudly modeling intimate apparel has been a mainstay of celebrity social culture for many years, and the industry support for this trend is reciprocal in nature,” she adds.
When the lingerie focused months comes to a close, it will be exciting to assess the impact the California show has on the lingerie industry as a whole and to see if this encourages Eurovet to focus on other emerging markets.
Learn more about CURVE NEW YORK and Curve Los Angeles