In last years holidays represent a growing area for consumers spending and that will benefit the swimwear business in countries with no tradition in this sector.
Marco Borioli, President of MarediModa, tells about the beachwear markets in an interview with Fibre2Fashion Correspondent Manushi Gandhi.
Synopsis:
MarediModa is an association established in November 2003 with the intent to represent and promote the interests of its member companies which are manufacturers of beachwear fabrics and accessories. MarediModa S.c.a.r.l, organises the most important trade fair for beachwear. Leading companies which are involved in this business gather every year in Cannes.
Marco Borioli, aged 65 is the President of Maredimoda since last one year. He is also the Ceo of Cevibi Spa, a company that manufactures printed fabrics for beachwear.
Excerpts:
How the manner of organising MarediModa beachwear and swimwear fair has changed over the time?
MarediModa is a virtuous example of a specialized international trade fair and is organized by the non-profit consortium MarediModa to promote the production of European quality in textiles for the beachwear and underwear industry.
Over the last 13 years it has changed a lot: at the beginning it consisted only in meetings of "friends", year after year its preeminence has grown as a showcase and meeting point for exclusively European companies known for their focus on fashion and high quality and an unmissable event for the best international beachwear manufacturers.
How does this show help the budding swimwear / beachwear designers?
It is impossible to miss Mare di Moda; here you can find the top European offer of accessories and fabrics for swimwear. We believe that the top of the European offer represents the top of the worldwide offer. MarediModa is a relaxing and easy going event, ideal for the budding brands, it’s a reference point, a 360 degrees immersion in the best the sector can offer. Moreover, during the 3 days of the show (next edition 11-12-13 November 2014) we always schedule conferences and workshops on topics that are highly relevant for the industry with prestigious international speakers. We organize THE LINK, a beachwear and underwear award for young designers with professional photoshooting and catwalks. We are proud to have discovered the creative duo Shivan & Narresh that, after this experience, has launched the first luxury swimwear Indian brand.
Which are the renowned companies that take part in this fair and how does it benefit them?
We have the top 100 European beachwear and underwear manufacturers of fabrics and accessories. More than 3000 visitors representing 800 manufacturers among the most qualified companies in the world from 70 countries including Italy, France, Spain, Great Britain, USA, Japan and Russia.
Agent Provocateur, Anita, Armani, Calvin Klein, Calzedonia, Chantelle, Decathlon, Dolce & Gabbana, El Corte Inglès, Eres, Hugo Boss, Jamu Australia, La Perla, Leonisa, MC Company, Milavitsa, Moschino, Oysho, Ralph Lauren, Tommy Hilfiger, Tribuna, Vilebrequin etc. are some the prestigious brands visiting our show.
Companies and visitors which do not take part to the Mare di Moda fair get a damage because they find themselves out of the top market.
Swimwear markets are entirely different from other apparel markets. Please present your views.
Swimwear market is not completely different from other apparel markets, but the swimsuit is not only a fashionable product, but also a technical one. For this reason it has to assure wearability, comfort and wellness.
How do you rate the demand for luxury swimwear and beachwear in the fashion sector? How has this changed over time?
In last years the demand of swimwear and beachwear has changed a lot. The request to coordinate the swimsuit with a beachwear item has increased very much.
What is the latest technology applied in swimwear / beachwear / lingerie manufacturing?
Each exhibitor brings creativity both on innovation level, technological level and the whole creative field of patterns and design. The fair represents the best occasion to show the latest developments. We are not talking about simple flat fabrics, we are talking about multiple design working across texture, colour, light and finishing. Our companies are always researching and developing new fabrics, we are always a step forward. And even if we know that technology can be copied and replied we know that our creativity is something unique.
In which countries the demand for swimwear / beach wear is bigger? What is the reason for this?
The demand for beachwear is bigger in holidays destinations and “beach life tradition” countries Italy, France, Spain, Australia, Brazil, Colombia, California, Florida, Hawaii. all these areas has a wide number of local beachwear manufacturers. Swimwear is strong also in “wellness oriented” countries. In the last years holidays represent a growing area for consumers spending and that will benefit the swimwear business in countries with no tradition in this sector (Russia, Central Asian countries, China, India).
Do you agree that beachwear business is very seasonal in nature?
We know that beachwear is a seasonal business, nevertheless swimsuits for swimming pool and the so called cruise wear go over seasonal aspects. Moreover, there are countries, such as Brazil, that launch 3 beachwear collections per year. It is plenty of opportunities for our companies.
How MarediModa fair is beneficial to small swimwear / beachwear / lingerie making companies?
Visiting Mare di Moda is beneficial for big, medium and small companies. There they can find the best fabrics and accessories in terms of quality, creativity and innovation.
Well, MarediModa is not only an exhibition of new collections but much more. In 2007 it began to offer guests a new space devoted to producers from the Euro-Med area manufacturing on commission that have made high quality and specialization their top assets.
We have an inspiring and unique trend forum handled by David Shah that proposes fashion themes for beachwear and lingerie, offering a preview of the latest trends in fabrics and accessories for future collections.
This is an important showcase for the exhibiting companies, highlighting the best of the new collections and serving as a source of inspiration for designers and visitors.
Brazilian swimwear and beachwear are quite famous. How do you see their participation in MarediModa?
A group of MarediModa’s companies have organized two business missions to Brazil to approach a potentially huge market.
Unfortunately the Brazilian customs barriers force a lot of Brazilian companies to use local fabrics and to limit their action inside their local market. Brazilian companies such as Adriana Degreas, Amir Slama, Liquido Biquine, Morena Rosa, Recco Praia, has visited our show in the last years and as Mr. Amir Slama said “If you don’t come here and see the European collections you are not doing good collections for sure”. That should be clear in mind and not only for the Brazilian companies.
