Hong Kong Mode Technology with Charm

The Hong Kong Mode Lingerie 2009 was for visitors from the intimate apparel industry only and it attracted 3,614 visitors. Despite the current economic situation, the figures of exhibitors as well as visitors were stable and encouraging. The attendance was of the best quality with 70% visitors were general managers, heads of purchasing department as well as buyers joining the fair.

Representatives from major intimate apparel groups and brands had attended the event: Abercrombie & Fitch, Adidas, Aimer Lingerie, Bogart Lingerie Co., Ltd, Chantelle, Embry Group, GAP, H&M Hennes & Mauritz, JC Penney, Jockey Far East, Li & Fung (Trading), Maidenform USA, Marks & Spencer, MAS Holdings, MAST Industries (Far East) Ltd, Schiesser International, Triumph International, United Colors of Benetton, Victoria's Secret, Wacoal International, Wal-Mart, Warnaco, Wolf Lingerie and many more. It was proven that the Hong Kong Mode Lingerie was a major international sourcing event for visitors.

Mr. Philippe Moustard, Senior Vice President and Industrial Managing Director of Chantelle, said after the exhibition, "Coming to this trade fair is the only way of seeing 15 suppliers at once, that is completely impossible otherwise." The top six visiting countries are: China, Hong Kong, Japan, South Korea, Taiwan and Thailand. There were first-time visitors attending the Hong Kong Mode Lingerie 2009 from Cambodia, Mexico, Morocco, Pakistan and Tunisia.  

An extensive program of seminars and conferences were organized by Eurovet during the Hong Kong Mode Lingerie at which the upcoming lingerie trends, in-depth market updates, business intelligence and latest technologies were decoded for both participating buyers and exhibitors. The two noteworthy seminars were well-attended ¨C "From OEM to ODMt OBM: an update of what is an OEM today and how they evolve" in which the speakers shared their experience in the evolution of OEM and review on the impact of OEM, ODM and OBM on company's development as well as "Technology and Charm: how to combine both elements"at which topics how to create products with design charm with environmental responsible solutions were discussed.

As the highlight of the exhibition, Eurovet brought the award-winning pieces and prototypes of the "haute lingerie" from the Ultra Lingerie 2009 showcased at the Salon International de la Lingerie in Paris earlier this year.

These pieces were the original and luxuriously seductive creation of brands and fabric specialists featuring the lingerie craftsmanship, avant-garde lines and new materials.

In addition, final year students from ACE Style Institute of Intimate Apparel (ASIIA), Institute of Textiles and Clothing, The Hong Kong Polytechnic University also showcased their designed pieces in the lingerie presentation at the Cocktail Reception, to demonstrate their understanding of designing underwear for the female body by transforming their innovative ideas into beautiful lingerie. 

With the phenomenal success of the third Hong Kong Mode Lingerie, the lingerie and beachwear industry will gather again at the Mode City and interiliere in Paris on September 5-7 as well as Shanghai Mode Lingerie on October 19-20 for highly specialized, selective and comprehensive sourcing platforms with participation of leading international and Asian lingerie and beachwear brands.

INVISTA: Innovations Featured

INVISTA, one of the world's leading producers of integrated fiber fibers and polymers, exhibited a series of LYCRA innovations at the Hong Kong Mode Lingerie, along with its several long-term co-op mills in intimate apparel and swimwear categories.

In addition to exhibiting its innovations such as LYCRA® Xtra Fine Collection iber, 2.0 Garment Technology, LYCRA® freshFX  fabric and Xtra Life LYCRA  fiber, the LYCRA® company also presented its new environmental framework named "PLANET AGENDA"

Through this exhibition, INVISTA continued to introduce innovations to the textile industry, bringing added value to customers throughout the apparel value chain. Certainly it was more vital than ever, as customers look for advantages to help them whether they have signiicant current economic challenges.

In Asia it was the ifth time for INVISTA cooperate with Eurovet in "Mode to Lingerie". INVISTA echoed the main theme

"Seduction" with several new product of  LYCRA® fiber, including the brand- new innovation LYCRA® 2.0 Garment Technology.

LYCRA ® 2.0 Garment Technology provides bonded hems, bands, and seams for garments in order to stretch and recover in response to body's movements as part of the LYCRA® fiber brand promise. It enables to design garment which reduces undergarment lines associated with bulky narrow elastics. As the irst product of this innovation, LYCRA® 2.0 Tape can exert less compression on the body during wear than bulky narrow elastics, and ensure the durability of a garment. LYCRA®2.0 Tape provides intimate apparel wearers with sleek, smooth, all-day fit. A recent design contest challenged student designers from all around the world to use LYCRA®2.0 tape to demonstrate the incredible new design possibilities created by this innovative new product. It is the first in a full-line of new products planned from the LYCRA® 2.0 garment technology platform.

At the show, INVISTA also unveiled "PLANET AGENDA" -- the company's framework for environmental initiatives in the apparel industry. INVISTA Apparel's goal is to create long-term value for society through the beneicial application of science, sound environmental practices, and safeguarding the health and welfare of employees and users of their products.

Through product research and development based on consumer insights, and also working closely with upstream mill customers, INVISTA expects to further consolidate its leading position and continue to contribute not only to creating long-term value to the value chain of textile industry, but also in helping to reduce the environmental impact of apparel.

Interview of Michelle Rice

(Global Director,Intimate Apparel and Swimwear of INVISTA)

Michelle Rice is the Global Director of Intimate Apparel and Swimwear, Apparel Marketing Business for INVISTA and is based in Wilmington, Delaware, USA. In this role, she is responsible for leading INVISTA Apparel's intimate apparel and swimwear businesses with a unique portfolio of brands and products that includes LYCRA® 2.0 garment technology.

With her team, Ms. Rice leads the strategic development of the intimates and swimwear business, managing existing and new marketing models, defining, running and leveraging a product innovation pipeline relevant at all parts of the value chain. She also leads the business relationship with intimate apparel and swimwear brands and retailers across the world.

Ms.Rice has 19 years of experience in the textile fibers and apparel business, including positions in research and development, sales, marketing and management. Prior to her career with INVISTA, she worked for DUPONT in Europe and the USA. During her tenure with both companies, she was had marketing responsibility for prestigious brands such as LYCRA® fiber,COOLMAX®fabric, STAINMASTER® carpet.

Q: It is the fifth time that INVISTA has cooperated with EUROVET in Asia. Why has INVISTA been so active in participating in such kind of trade shows?

A: INVESTA insists on the most advanced and latest innovations, technologies, industry insights and concepts for the garment manufacturers, designers, retailers and consumers in cooperation with our mill customers. Therefore, it is engaged in creating a long-term platform for communication to industrial chain business by this exhibition, fully demonstrating advanced technology and innovative products from the various businesses. And this event is especially dedicated to the garment categories of intimate apparel and swimwear to showcase our innovative products, powerful marketing capabilities, and global sourcing channels to the whole value chain. 

Q: As a fibre product, LYCRA  fiber brand has conducted unique marketing activities around the world at consumer level and created high consumer awareness and preference. What value proposition do you think the LYCRA® fiber brand presents to the consumers?

A: LYCRA® fiber brand is a fashionable brand for consumers. We not only bring also make their life comfortable, free and brilliant on the emotional level as well. We successfully launched the global campaign "Some ClothesLove You Back" last year.

It is built on the unique understanding the LYCRA® how women want their clothes to move, look and feel. When women wear garments with LYCRA® and in the center of attention. It is not a  simple piece of garment, but one that could reciprocate a women's love with its quality and uniqueness.

Lingerie Trend in 2009

Seductively dandy and luxurious is the key trend of the lingerie market. Besides focusing on cut and comfort, lingerie pieces put on the neo-baroque look where reines adornment and embellishment is crucial. Lace, trimmings, jacquards, satins and sparking yarn are in strong demand as they are truly soft, luxurious and seductive.

There are three major keys of the lingerie trend of seduction: Bio Charm, Dramatic and Quirky.

Bio Charm

It is driven by the fascination for natur comfort where noble natural blends with rinvented vintage and lots of laces inspired b organics. This trend is mostly found in loung wear and underwear. Natural materials are use such as, bamboo, and blended with silks, alpac and cotton giving you the utmost comfort. Colo are soft: ecru, various grey tones, oatmeal an softy misty mauves.

•The fabrics to focus on: cute prints: polka dots, flowers, gingham animal

••••bright colored lace

•new & young embroideries

•fun trims

Dramatic

Black is always synonymous to glamour. This year, there is a strong passion for dark and dramatic colors with metallic and velour accents. Seduction comes in many forms--color, material mix and sophisticated combinations of retro and sexy elements.

Black is the dominant color with purple, copper, silver and gold as accents with loads of laces and embroideries.

The fabric to focus on:

•hi-tech with charm

•organics & noble blends for knits

•cottony lightweight wovens

•technical trims & cups with focus on natural & bio

•matt & soft laces & embroideries in natural colors

Quirky

Modern women demonstrate their seductive power in their own way with originality, energy and pleasure. Another key to seduction is the fusion of the fashion and culture world with elements of eighties kitsch, pastoral folklore, menswear inluences and interior design. This new free spirited sexiness includes a hint of Japanese style.

The fabrics to focus on:

•amazing guipure & graphical lace

•dark, rich satin & taffeta

•lightweight laces (no traditional lowers please)

•surface treatments: locking, burn-out, foil printing

Source form China Textile Magazine

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