Moda A/W 14 ready for business

The dismal weather that has been plaguing the country over the past few weeks did not seem to dampen spirits at Moda Birmingham, with a quiet hum of activity buzzing in the background at the contemporary fashion trade show and exhibitors, buyers and visitors alike all focused on making

the best of this season's edition: Fall/Winter 2014.

Moda implements new changes for its A/W 14 trade show

Fo

r the A/W '14 edition of Moda (February 16 - 18), a number of subtle changes have been introduced to keeps things fresh at the fashion trade show and pique visitors interest. Moda Accessories saw the return of Adorned, an area dedicated to niche and boutique brands with a number of new labels joining such as Sour Cherry, which offers handmade jewellery and accessories made in Sheffield. Moda Noir was successfully launched this season and featured an array of evening wear brands such as Linea Raffaelli, Mon Cheri and John Charles. Other areas at Moda such as Select, Moda Boutique and Moda White grew this season and featured new labels as it is very important for Moda to offer “both the big brands as well as the smaller, lesser known brands,” to its buyers explains Katherine James, marketing manager at Moda.

More seminars, lectures and debates have also been added to the event schedule, adds James, to give visitors “more value for their money” and to offer retailers and buyers future business tips and tricks. The lecture topics were chosen according to feedback Moda had received from previous editions, with visitors interested in hearing more about e-commerce and the importance of social media. With a number of discussions taking place in Hall 17 in the Retail theater, visitors were free to ask questions they may not normally have asked in front of a larger crowd, giving Moda a more intimate appeal. The catwalk shows have been re-hauled, the stages and seating plans removed to offer a simple stage and floor space for the models to walk, making them more open and accessible for visitors, buyers and exhibitors a like to attend.

Brad

Hockridge, Managing director for Axl Distribution Ltd which controls the EU wholesales of Billabong, Santa Cruz, Independent and Low Life, is very happy with some of the recent changes Moda has implemented this season. “This season Moda feels a lot more open and traffic seems to be flowing a lot easier than previous editions,” comments the managing director. The labels recently moved stand location and were very pleased with their new stand, opposite Select and the catwalk stage in Hall 20. “The catwalk shows have definitely helped us boost sales and orders this season”, and gives brands the opportunity to show their collections to buyers who may have not normally been interested in or visited the labels stand. “The all-around carpeting is also a lot better than before,” concludes Hockridge as buyers tend to follow the pathways and the plush flooring it gives the contemporary fashion trade show a more polished look.

Joe Harrison, brand manager for outdoors brand Brakeburn is also pleased with Moda latest additions and is quite content with their stand on the corner of Moda Footwear and Select, showcasing the brands women's wear, men's wear, footwear and accessories. Brakeburn has been showing at Moda for the past three seasons, but this edition feels like the quietest trade show to date for the young label. “The adverse weather conditions may have put off some visitors from attending this year,” comments Harrison. Nevertheless, business has been moving smoothly along all day long at Brakeburn with old and new buyers alike stopping by to place orders and checking out the A/W 14 collections.

Moda

welcomes both new comers and returning visitors a like

For new own-business starter uppers, mother and daughter duo Lyn and Laura Robinson, Moda is the perfect opportunity to get inspiration for their new online venture, Beverly Boutique. The pair stopped by Moda for a few hours to see what local and international brands have to offer for A/W 14 and perhaps place a few orders for their business. Although the two drove up from Hull, any weather concerns they had were counter balanced by opportunity to see over 1450 brands latest collections under one roof. At first Lyn was a little concerned that the brands at Moda would only want buyers to place huge order, but was pleasantly surprised by the wide variety of labels showing at Moda and flexibility offered by exhibitors. “We will definitely be placing some orders today and spending money,” adds Lyn, who has her eye on some jewellery, accessories and tops for the online store (and perhaps for herself as well, she adds with a wink).

Co-founder

and managing director of Irelands Eye, Paul O'Sullivan, however, does note a lack of new visitors and buyers at this edition of Moda, compared to the previous edition. Although the knitwear label is still a fairly new comer at Moda, it has already gained a steady influx of regular buyers and visitors who have been dropping by throughout the trade show to see the new collection of woolen, cashmere and chunky knit sweaters and cardigans and place orders. “Most people who come to Moda are very business driven. A lot of them may not be very open to placing orders with other brands, as they are quite brand loyal,” and unless buyers are searching for new labels to add to their stores, they are in and out of the trade show quickly, states O'Sullivan.

With the majority of the tables filled with buyers placing orders at exhibitor stands, models showcasing selected items for retailers, and sales agents busy trying to schedule future appointments, it is clear that everyone visiting Moda is keen to keep to their schedule and tick off all items on their agenda, making this season another success for the UK's largest contemporary fashion trade show.

Photos: Moda Birmingham