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 SIMM - Madrid International Fashion Fair
Jul 17-19, 2008, Madrid, Spain |
SIMM, the Madrid International Fashion Fair, one of the most important points of reference for the fashion trade in Europe
• The fair witnessed a 6% increase in terms of the number of professionals who attended the event compared to its edition last September
 SIMM, the Madrid International Fashion Fair, which is organised by IFEMA, once again confirmed its status as one of the most important points of reference for the fashion trade in Europe at its fifty-ninth edition, which took place between 15th and 17th February at Feria de Madrid.
This edition, which brought together the men´s fashion, women´s fashion, fur fashion and accessory collections for next Autumn-Winter 2008-09 Season, recorded a total of 17,813 visitors, a 6% increase compared to the edition that took place last September 2007. Out of the total number of professionals who attended SIMM, 2,151 travelled to the fair from abroad, mainly from Portugal, Italy, Mexico, Turkey and France. Furthermore, the fair organisers observed an increase in visitors from Eastern European countries such as Bosnia, the Czech Republic, Croatia, Poland and, in particular, Russia.
An exhibition area measuring nearly 31,000 square metres (3% larger than the area recorded at the last edition) brought together a total of 809 exhibitors and 1,609 companies. We might highlight the slight increase in the number of foreign brands that attended SIMM through Spanish agents. Thus, out of the total number of companies that took part at the fair, 973 were Spanish and 655 were foreign, thus helping to boost the international character of SIMM.
SIMM presented its exhibition in accordance with the new fair layout presented in September 2007, bringing together the participating brands based on the style and fashion philosophy of their collections. The sections of the fair were known as GALA, PERLAS, ALMA, DIVA, HOMBRE, ETERNA, LIBRE and BESOS. In addition to offering a more homogeneous distribution, the new layout facilitated the circulation of visitors throughout the halls at the fair, enhancing the event´s role as an effective promotional forum for Spanish and foreign clothes manufacturing companies, within the context of the new climate that prevails within the industry world-wide.
The carefully-determined design and look of the fair did not go unnoticed among the exhibitors and visitors, who highlighted the event´s bright appeal and harmonious colour schemes in the thoroughfares and relaxation areas throughout the different halls. Among the exhibitors, Ana Satrústegui, the representative of the company, Whyana, observed a higher level of attendance on the part of the public at the fair and at her company´s stand. Aritz Ituaguizaga, the Marketing Director at Ian Moss, was equally satisfied, highlighting the high volume of visitors at this edition of SIMM, which he considered to be ´the best to date´.
The integration of the fur fashion section within the general clothing exhibition in Hall 7 was a successful measure, as reflected by the excellent results achieved by the companies participating in this part of the fair.
Portugal: The First ´Guest Country´
One of the new features at this fifty-ninth edition of SIMM was the staging of the ´Guest Country´ Programme, which accorded a leading role to Portugal on this occasion. Among the objectives of this initiative, we might mention that of boosting the presence of new Portuguese exhibitors at the fair. This was certainly the case with the company, Dielmar, whose Export Manager, Aires Santos, stated the following: ´We are extremely pleased with the results. People placed orders at the fair, which is not customary in the case of men´s fashion, and we also established many contacts and secured a large number of new customers´. Mónica Soares, the Manager of the company, Rius, expressed herself in similar terms. Soares stated that ´there was considerable activity on Friday and Saturday and sales and new contacts were secured´. She also stated that, although this was the first time her company had taken part at SIMM, ´we are going to return at the next edition´.
The ´Guest Country´ Programme also seeks to highlight the participation of companies that already form part of the fair. In this respect, we might mention the company, Onara, which has participated at thirteen editions of SIMM. The company´s Chairman, José Miguel Barros, recognised that ´this is a fair for securing contacts and selling one´s brand´ and that the fair serves the purpose of providing a venue in which to meet old customers and establish contact with new customers. Gianfranco GFR Sport, for its part, is another veteran Portuguese participant at SIMM, having attended the fair for the last six years. Paulo Rodrígues, the brand´s Marketing Director, declared: ´We managed to secure contacts and sales and, therefore, it was well worth attending the event´.
The participation of Portugal as ´Guest Country´ also served to promote the attendance of new professionals from Portugal. At this edition, the organisers recorded a total of 1,080 visitors from Spain´s neighbouring country. This development did not go unnoticed by various exhibitors, such as Eva Louzao, the Head of Exports at Jota Más Ge, who acknowledged that she had observed a large number of Portuguese visitors at the fair. The ´Guest Country´ Programme will continue at the next edition of the fair, devoted to Brazil on this occasion.
Furthermore, the fifty-ninth edition of SIMM provided an ideal setting for the presentation of an Internationalisation Scheme for Spanish Fashion on the part of the Spanish Federation of Clothes Manufacturing Companies (Fedecon). Thus, over the next five years a series of specific initiatives will be implemented aimed at tackling the current globalisation of the market, thus guaranteeing the ongoing progress of Spanish industry and its growth in the medium and long term.
An Excellent Level of Latin Fashion
Coinciding with the wide-ranging and diverse trade exhibition of fashion for Autumn-Winter 2008/09, SIMM hosted the staging of the sixth edition of the LatinoAméricaFashion Show. On this occasion, the Fashion Show presented a number of new features compared to the last edition, such as the incorporation of two Portuguese designers and a larger number of men´s fashion collections. The eight fashion parades at the LatinoAméricaFashion Show took place at the same venue as Pasarela Cibeles a few days previously. The collections presented by the Latin designers at this edition were of exceptional quality, surpassing the levels achieved at previous editions of the event.
The sixth LAF Show commenced on the morning of Saturday 16th February with a double fashion parade by the Argentinean designer, Nadine Zlotogora, and the Colombian, Carlos Valenzuela, two creators who were taking part at the fair for the first time. The rest of the fashion parades throughout the day were solo events. The evening session was opened by the Portuguese designer, Miguel Vieira, who presented his ideas for men and women. He was followed by Lina Cantillo, from Colombia, and the sisters Julia y Renata, from Mexico. The Argentinean designer, Pablo Ramírez, concluded the first day with a fashion parade featuring his range of entirely black designs. On the morning of Sunday 17th, Ricardo Dourado (Portugal) and Trista (Mexico) presented their collections.
The next edition of SIMM, which will present the latest ideas for Spring-Summer 2009, will take place between Thursday 17th and Saturday 19th July, a month and a half before its usual dates. With this change of dates, SIMM seeks to offer all of its exhibitors the opportunity to present their collections earlier in the year, thus enabling heads of shops and outlets to discover the latest new trends further in advance so that they can respond more rapidly to their customers´ demands. The Guest Country at the next edition of the fair will be Brazil.
SIMM - Madrid International Fashion Fair
www.simm.ifema.es |
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