Lingerie Trade Show Curve Celebrates Its 10th Anniversary!
Disclosure: This article is sponsored by Curve.
Curve, the lingerie tradeshow I attend and report on every season, hits a major milestone this year – their 10th anniversary. 10 years in any industry is no small feat, and within the last decade, Curve has effectively become the only lingerie tradeshow in North America.
While I haven’t attended Curve for all of those last ten years, I have been going for about half that time. Though I’ve certainly had my critiques about the show in the past, this year’s anniversary is undeniably a big deal, not just in terms of brands having a place to exhibit for wholesalers and the press, but also as a source of continuity and stability in the midst of major upheavals within the lingerie industry (notably, the rise of internet retailers and web platforms as alternatives to the more walled-in, insular world of intimate apparel).
Of course, what’s a 10th anniversary without a party? A major highlight for this season’s Curve is their 10 year anniversary gala. A celebration as well as a “who’s who” of industry heavyweights, planned attendees include the heads of Wacoal, Chantelle, Natori, Cosabella, Hanky Panky, Komar, Commando, Panache, Lise Charmel, Empreinte, Simone Perele, Aubade, Rago, Maison Lejaby, and Va Bien. Also, The Lingerie Addict will be there! Attending that kind of event is very different for me, but I look forward to liveblogging it on Instagram for y’all and hopefully sharing some behind-the-scenes sneak peeks!
Curve also gives back to the community with this gala. Proceeds of the event go to the Breast Cancer Research Foundation. Founded by Evelyn H. Lauder in 1993, the Breast Cancer Research Foundation (BCRF) mission advances the world’s most promising research to eradicate breast cancer. BCRF has raised more than $650 million to fuel discoveries in tumor biology, genetics, prevention, treatment, survivorship and metastasis, making it the largest non-governmental funder of breast cancer research in the world.
Finally (and I’m super excited about this), The Lingerie Addict is an official media partner with Curve this year, and I’m working with them on a special exhibit of lingerie trends!
While Curve staff will select the actual undergarments for display in the exhibit, TLA has been asked to make a statement on the major last year lingerie trends of the last decade for the show. You can be sure I’ll share my thoughts here to the blog as well. The research geek in me has had a blast with this project!
For buyers (because I know we have some industry readers here), Curve has a few new things for you as well, especially with regards to integrating the digital and physical aspects of modern-day commerce.
For example, Curve recently developed a new lead retrieval system. The service provides all brands with the ability to scan the badges of attendees who enter their booth directly on their smartphone or tablet. Afterwards, the business profile of the individual will be instantaneously uploaded and qualified in real time, as well as available to reference after the show for follow-ups. This should greatly reduce the time it takes for buyers and exhibitors to network and share contact information, particularly between new connections.
Curve is also launching a mobile app, a bit like a social network for show attendees. With this tool, buyers and brands can contact each other with requests, set up appointments, and followup later.
Lastly, since specialty stores account for a high percentage of buyers, Curve is debuting their “Just For You” program. With this program, Curve acts as a guide to help stores identify manufacturers offering exclusives to specialty stores (rather than giving these to larger chains or retailers). It is Curve’s hope that this program helps these smaller stores thrive in an increasingly competitive market.
Buyers for this year’s show include HerRoom, ASOS, and Lord & Taylor. Exhibiting brands include Adina Reay, Amoralle, Bettie Page Lingerie, Bordelle, Calvin Klein, Christine Lingerie, Curvy Couture, Curvy Kate, DKNY, Eberjey, Edge O’ Beyond, Else, Fantasie, Fleur of England, Fortnight, Freya, Glamory, Goddess, Heidi Klum Intimates, Huit, ID Sarrieri, Jane Woolrich Couture, Le Mystere, Lonely, Lou Paris, Loveday London, Maison Close, Mimi Holliday, Miss Mandalay, Nubian Skin, Only Hearts, Paloma Casile, Playful Promises, Rosy, Stella McCartney Lingerie, TC Intimates, The Little Bra Company, Trusst Lingerie, Wacoal, Yes Master, and Yummie by Heather Thompson. For the complete list of exhibiting brands, please visit Curvexpo’s Brands Page.
Curve New York runs from Feburary 27th to March 1st.