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Curvenv@Magic woos retailers and brands
Aug '15
Courtesy: Curvenv@magic
Courtesy: Curvenv@magic
The much anticipated, three day show at Curvenv@Magic concluded on 19 August, where retailers and brands exhibited a mix of swimwear and intimatewear under one roof. While retailers were more than happy to find everything at one location, the participating brands also met up with an array of different retailers and opened new accounts.

According to a press release, the number of attendees nearly doubled since last season. Retailers searching for unique and quality swimwear experienced a successful show. Brands exhibiting had a different perspective on merging all the current trends. However, a combination of cutouts and fringe stood out the most. Ale by Alessandra Ambrosio, Anita, Free People, Lise Charmel, Dolcessa Swimwear, Agua Bendita were among some of the most admired in the show.

Sparking new interests especially among retailers was the introduction of swimwear lines by lingerie making brands. The amalgamation of both the categories that fulfilled the purpose of being in water, yet carried a suitable fit of lingerie, was well received. Brands like Maison de Papillon explained, “Retailers are becoming more sophisticated in that they are looking for products that are multi-faceted, multi-function and multi-use. They are looking for quality over quantity, and want high-quality pieces with lasting power.”    

The Spa and Resort Program, designed in response to various companys' desires to find new selling avenues, offered buyers and brands the platform to meet and discuss the Resort and Spa industry. This programme provides a tremendous amount of value, as it is an opportunity where brands can grow sales and a customer base, by enhancing the client experience in Spa Retail locations. On behalf of 40 brands selected for the program, 100 new business accounts were created, and 225 appointments on the show site were organised. Most Spa Resort locations were looking for brands synonymous with a premium, authentic and high end image that reflects their own. The Mandarin Hotel Las Vegas Spa, Four Seasons Punta Mita, and Ritz Carlton Dove Mountain were some of the representing resorts.

Else Lingerie and Eberjey offered mixed media pieces, the former with a mélange of silk and lace and the latter with swimsuit Lycra and hand knit crochet. Maison de Papillon launched cotton blends and silk cashmeres to their upcoming line, and Cosabella debuted an anticipated new collection with the French brand Paul + Joe.  Brands such as Else Lingerie, Cosabella and Hipster G pointed that soft bras and bralettes were becoming increasingly popular as many ready-to-wear tank tops allow the wearer to showcase their lingerie.  High-waisted bottoms are still in demand, as are hot pants and bikini styles. The four separate events included established as well as younger, more contemporary brands like Blush, Maaji Swimwear, Triumph, Leonisa, Miraclesuit, Sub, Dear Bowie, Malai Swimwear, Chantelle, Skarlett Blue, Aubade, Bikini Lab, Hanky Panky, Else Lingerie, and Lise Charmel among many others.  

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