may 2013 issue 04

ISSUE 04
ORGANISED BY:
MAY 2013
SUMMARY
MAY 2013
03
EDITORIAL
THE NEWS MOMAD METOPOLIS
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BRANDS
TWENTY-FIRST CENTURY FASHION
The Spanish fashion industry discovers new directions
with brands founded in the present century.
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RETAIL TRADE
IN SEARCH OF NEW CUSTOMERS
In spite of the fact that the multi-brand retail trade has
lost some of its market share, some establishments are
growing in the midst of the crisis.
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INTERVIEW
FRANCESCO MALATESTA
The Director of fashion trade shows at Ifema reveals
the key aspects regarding the new event known
as Momad Metropolis.
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WHAT MOMAD METROPOLIS WILL BE
Discover the layout of IFEMA's new
multicategories fashion trade show.
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EDITORIAL
THE NEW MOMAD METROPOLIS
We have decided to devote the whole of this new issue of
MOMAD MAGAZINE to MOMAD METROPOLIS, IFEMA's new
multicategories fashion trade show, which is the result of
combining the exhibitions known as SIMM and
MODACALZADO+IBERPIEL, the two grand trade events in Spain
devoted to clothing, footwear and accessories.
We believe that now that this new project has been designed
and its most important initiatives have been outlined, this is an
opportune moment in which to provide you with further
information regarding the new trade show. In effect, this
magazine serves as the ideal calling card in this respect, even
though it entails a small change regarding its habitual format.
Thus, on this occasion, the cover features an image of this
edition of MOMAD METROPOLIS, one that synthesises the trade
show's new concept and approach. Furthermore, the interview
on this occasion is with Francesco Malatesta, the Director of
MOMAD METROPOLIS, who explains and outlines all of the key
characteristics of the new event. We also provide a brief
analysis of the current situation within the fashion industry and
trade in Spain, both of which will be served by the new trade
show.
As a whole, the trade show will present an entirely renewed,
evolved and up-to-date approach. This comprehensive universe
of fashion will be organised around a new structure in which
different styles and different moments of use will be the factors
that determine the layout of the various sections of the
exhibition. In this respect, MOMAD METROPOLIS is destined to
become the grand meeting-point for the industry, one where
professionals can make the very most of their visit by
discovering all of the fashion items, footwear and accessories
they require for their shops under the same roof.
Welcome to Momad Metropolis, the new Metropolis of Fashion!!
MOMAD MAGAZINE
CONTACT: [email protected]
PUBLISHED BY: Ripley Gestora de Contenidos // CIF: B 62014204 // Pelayo, 12, 1º 1ª, 08001 – BCN
DESIGN AND LAYOUT: Talking Design Studio // Amigó 47, entlo. 3a, 08021- Barcelona
Further information: www.ifema.es
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BRANDS
TWENTY-FIRST
CENTURY FASHION
THE SPANISH FASHION INDUSTRY DISCOVERS NEW DIRECTIONS
The worldwide fashion industry is constantly changing
and evolving, based on the dictates of the latest trends
and new consumer habits. Whilst demand remains weak
in certain countries, in other markets traditional brands
have discovered new channels for growth. At the same
time, when certain firms disappear, new labels emerge
that are capable of seducing new groups of consumers.
Spain's industry plays a leading role within this highly
competitive field. Thus, a number of unique Spanish brands
of considerable character are currently prospering in the
midst of the crisis, both at home and abroad. In the majority of cases, they do not compete on the basis of price,
but have created themselves a niche on the international
market due to their high levels of creativity, their quality
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and the manner in which they interpret the latest trends.
In business terms, these brands tend to consist of young
Spanish firms of considerable potential or traditional brands
that have modernised by updating their appeal, effectively
adapting their products to the times. Hundreds of Spanish
brands enjoy this profile, catering perfectly for the tastes
of the twenty-first century consumer.
Founded in 2004, El Ganso is just one Spanish success
story that has emerged in recent years, along with Rebeca
Sanver, a company that relies on a strong industrial tradition
and has even managed to expand in China (amongst
more than 60 different countries) whilst producing all
of its items in Spain. For its part, Lavand, a company
founded in 2008, has based its expansion essentially on
the multi-brand network, effectively encompassing more
than thirty different countries. Another success story is
known as Scalpers, which was founded back in 2007
and focuses on men's fashion. Just six years after this
company was set up, it has achieved a turnover figure of
some 10 million euros. For its part, Almatrichi is present
at more than 1,400 multi-brand points of sale in countries
throughout the world, ranging from Panama to Russia.
Meanwhile, Smash now sells its products in nearly 70
different countries, whilst Piel de Toro has opened more
than 20 shops since 2011.
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Lavand.
Scalpers.
Smash.
Piel de Toro.
6
RETAIL TRADE
IN SEARCH OF
NEW CUSTOMERS
IN SPITE OF THE CRISIS, NEW-GENERATION MULTI-BRAND ESTABLISHMENTS
ARE INCREASING THEIR SHARE OF THE MARKET
The traditional multi-brand retail trade has lost
some of its market share in recent years. The
consumer crisis, combined with a climactic period in terms of family succession (a good part
of the independent retail trade in Spain was
founded back in the 1960's and 1970's) and
the rise of large retail chains have all had a
strong impact on the multi-brand fashion sector,
which also faces challenges such as new technologies, financial restrictions, rising taxes and
new consumer demands.
However, the crisis has also been seen as a
moment of opportunity for many businessmen
who, in the midst of a difficult economic climate,
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A new and different appeal,
interior design and customer
service are just some of the
strong-points of the
multi-brand establishments
that are gaining ground
within the context of the
current economic crisis
have promoted significant innovations in terms of
their shop concepts, their range of products and
the ways in which they connect with consumers.
Establishments of strong tradition, such as Santa Eulalia, a brand that has won the loyalty of
a growing number of consumers in Barcelona
through differentiation and customer service, are
complemented by firms that have been founded
this century, such as the brand from Madrid,
NAC. This label, which was set up in the year
2000, has managed to create a new fashion
and lifestyle concept.
Yube and Renatta and Go, also located in Madrid,
together with La Comercial and The Outpost in
Barcelona, or VM The Shop in Valencia, also
provide good examples of shops that have managed to turn their products and services into
a brand that is recognised and valued by their
consumers.
In all cases, these establishments are based on
modern and different approaches that offer a
value-added dimension founded on product selection, interior design, personalised attention
and a unique and special DNA, one that is far
removed from that of the large fashion retail chains.
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One of the shops owned by the Madrid brand, NAC
Inside the shop, Yube, in Madrid.
Renatta & Go, located in Madrid.
Inside La Comercial in Barcelona.
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FRANCESCO
MALATESTA
DIRECTOR OF MOMAD TRADE SHOWS
The Director of Momad trade shows, Francesco Malatesta, began his career within the
fashion industry back in the nineteen-eighties in London. He has held different positions
at companies such as GFT Ibérica, Loewe and Coronel Tapiocca. After joining Ifema at
the end of 2011, he has headed the integration process for the trade shows known as
SIMM and MODACALZADO+Iberpiel, effectively creating the new event known as Momad Metropolis. In this interview he highlights the key aspects of this new trade show.
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WHY DID YOU CHOOSE THE
the expectations of all the industry's
the globalised and standardised products
NAME "MOMAD METROPOLIS"?
representatives and players, including
of the big fashion chains. Although the
In order to understand the reasons behind
associations, exhibitors and brands, the
independent multi-brand sector is in a
this name, I think it is important to differen-
press, professional fashion experts and vi-
weaker position, it now has an oppor-
tiate between two things. On the one hand
siting buyers. All of these members of the
tunity to expand and evolve and redis-
we have the umbrella brand, MOMAD,
industry were calling for a more important
cover growth in the future. The industry
and on the other, METROPOLIS. In the
and more striking event, one that would
is constantly readjusting and, perhaps
case of MOMAD, we have had a number
meet a number of requirements today: a
because the big retail chains have beco-
of trade shows up until now on the IFEMA
single trade show and a single trip, but
me so dominant, we are now witnessing
events calendar that target specific sectors
based on a new and different approach,
a market trend towards a slower type of
within the fashion industry, but it was ne-
one that adapts perfectly to new consumer
demand. This undoubtedly offers oppor-
cessary to bring all of these fashion-related
habits. Consumer habits have changed,
tunities to the multi-brand sector, along
events together under an umbrella brand.
together with the retail and multi-brand
with companies who are able to offer
This is how "Momad - Fashion Events in
environments that cater for them, in which
something different or direct their fashion
Madrid" was born, a brand designed to
respect it is essential to present a trade
ideas towards different consumer groups
unify all of IFEMA's fashion trade shows.
show that reflects the changes that the
(large sizes, tailoring, personalisation of
We have used this brand in order to unify
independent market has made in order
basic clothing items, etc). If the indepen-
web sites, resources and tools. As far as
to define its differential appeal. It is very
dent multi-brand establishment seeks to
METROPOLIS is concerned, this new trade
clear that small, monographic events are
compete on the basis of price and location
show has emerged from the integration
no longer valid. What is more, the idea
alone, it is fighting a lost battle. The way
of SIMM and Modacalzado+Iberpiel,
of purchasing shoes first and clothing af-
forward points in a different direction, na-
and we have used different internatio-
terwards has become a thing of the past.
mely that of catering for a more personal
nal trade shows that successfully reflect
It is also very important for visiting buyers
type of fashion.
market demands today as our point of
to be able to make the very most of their
reference. METROPOLIS is the name of
trip and their time, especially if we wish to
HOW WOULD YOU DEFINE THE
the emblematic building located in Gran
attract professionals from other countries.
CURRENT SITUATION WITHIN
THE SPANISH MARKET?
Via in Madrid, an architectural jewel that
is very much in line with the idea of in-
IN VIEW OF THE IMPACT OF
We are passing through a difficult pe-
ternational fashion and that reflects the
LARGE RETAILERS AND THE
riod. Any trade show finds its main market
appeal of a great city such as Madrid,
CONTRACTION OF CONSU-
within the country where it is located and,
with its cosmopolitan ambience ...
MER DEMAND, HOW WOULD
right now, the Spanish market faces an
YOU GAUGE THE HEALTH OF
adverse climate, one in which it is difficult
WHAT ARE YOU TRYING TO
FASHION BRANDS AND THE
to secure purchases and it is difficult to get
ACHIEVE BY COMBINING SIMM
MULTI-BRAND RETAIL TRADE?
paid. However, it is also true that, within
AND MODACALZADO? IS THIS
Both are in the midst of transformation.
this general context, some retailers are
UNION BASED ON A NEW
The impact of large retailers has been so
highly active and are strengthening their
DYNAMIC WITHIN THE
great that they have effectively taken over
appeal with new concepts. And in the
INDUSTRY?
a large part of the market, leading to a
same way in which there are shops that
The objective of MOMAD METRO-
certain decline within the independent
have survived and are prospering today,
POLIS, the result of combining the
multi-brand sector. However, at the same
certain companies are also doing well.
exhibitions known as SIMM and
time we have observed a growing interest
Our products not only appeal to the local
MODACALZADO+IBERPIEL, is to crea-
on the part of consumers to find a range of
market, but also to foreign buyers who
te a trade show that caters for current
products that is more personalised, more
are looking for something different that
demands within the industry and meets
defined and more unique, going against
they cannot find elsewhere: many of the
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products that they are looking for can only
needs. There are too many trade shows
be difficult to make it visible. Our identity
be found here. In this respect, I believe
that have a carefully designed image,
is essentially Latin, based on our cultural
that if we can promote the appeal of a
but do not develop business initiatives
environment, and because we present a
grand fashion event such as MOMAD
or integrate their ideas with regard to
geographic proximity and an aesthetic
METROPOLIS, we can attract the interest
actual demand within the industry. I can
affinity in consumer terms with Portugal,
of both local buyers and buyers from fur-
also tell you that this unique ambience
France and Italy. Latin America is also
ther afield, including professionals from
will also be enlivened by attractive ac-
important because we are beginning to
South America, Asia, Russia, the Middle
tivities, exhibitions and conferences for
make inroads on that continent and we
East ... This is where we are focusing all
buyers and that there will be a specific
are beginning to attract Latin American
our efforts.
area for pre-arranged meetings between
exhibitors, based on shared ties in terms
foreign buyers and companies that have
of language, culture, tastes ...
IN ADDITION TO COMBINING
an export capacity. We must not overlook
TWO EXHIBITIONS, HAS THE
the fact that the image of an event must
WHAT FEEDBACK HAVE YOU
TRADE SHOW EVOLVED IN ANY
reflect its DNA. If the trade show is built
HAD ON THE PART OF BRANDS
OTHER WAY?
up little by little through the contributions
AND EXHIBITORS IN RELATION
Of course, MOMAD METROPOLIS goes
of its companies, through its activities and
TO THIS NEW INITIATIVE?
way beyond the mere fusion of two trade
through the visitors who attend the event,
Before undertaking the new project known
shows. It will present a larger space, but
and not in accordance with the tastes or
as MOMAD METROPOLIS, we decided
also a different trade shows in terms of
vision of an individual, it will be authentic
to investigate exactly what the market was
ambience, image and format. The most
and it will evolve, developing with the
looking for and to base the trade show
important change will consist of the re-
same dynamic as the industry itself.
on our findings. We have proceeded in a
grouping of products and the layout of
manner contrary to the habitual approach,
the exhibition, which will not be based
DID YOU USE ANY INTERNA-
but we have received strong support from
on type of products, but on style, moment
TIONAL POINT OF REFERENCE
different sectors and advisory committees
of use and purchase opportunity. In this
WHEN DESIGNING THE NEW
and each time we have designed a plan
sense, the products will be grouped to-
TRADE SHOW?
and a strategy there have been nothing
gether exactly how customers would like
Yes. In the same way as companies,
but positive reactions. The new trade show
to see them, in the same way as they
brands, chains and shops themselves seek
has been warmly welcomed and mem-
are presented by certain establishments
inspiration in others, we have effectively
bers of the industry have informed us that
to the public and the way they are seen
observed the development of certain tra-
it corresponds to their needs. Whatever
within the marketplace. In general, bu-
de shows in other countries. We have
the case may be, the creation of the MO-
yers are not defined according to type
not based our design on any particular
MAD brand and the trade show known
of products, but in accordance with style,
model, but we have studied what we can
as MOMAD METROPOLIS are merely the
level of quality or product and moment
learn from other trade shows that have
first steps as part of a new strategy for the
of use. It is important to reproduce this
successfully transformed their approach,
future. This strategy aims to integrate other
model at trade shows.
adapting these lessons to our own event.
events that present a sense of synergy
WILL THE TRADE SHOW ALSO
THE TRADE SHOW WILL PRO-
consumer profiles, as well as seeking to
UNDERGO AN AESTHETIC
MOTE THE LATIN DIMENSION
strengthen and develop new concepts and
TRANSFORMATION?
OF ITS EXHIBITION. WHY?
ideas for the trade show itself. Once we
In effect, MOMAD METROPOLIS will
When it comes to defining a trade show, it
have consolidated the current changes
offer a new and unique decorative am-
is extremely important to establish its sense
over a couple of editions of MOMAD
bience, but one that never loses sight of
of identity. If a service, product or event
METROPOLIS, we shall proceed towards
the objective of meeting the industry's
does not have a very clear identity, it will
the integration of other sectors.
in terms of their exhibition and shared
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WHAT
MOMAD METROPOLIS
WILL BE LIKE
Ifema's new multicategories fashion event will feature a
which will enhance the sense of synergy and facilitate
larger area than that occupied by the trade show SIMM
the circulation of members of the trade. Furthermore,
and MODACALZADO+IBERPIEL when staged separately.
the fair will feature a new exhibition layout based on
In this respect, Halls 12 and 14, which make up the
three wide-ranging sections: METRO, which will offer the
DC Area at Feria de Madrid, will now be joined by
latest in urban fashion; COSMO, featuring contemporary
Hall 4. The three halls will be interconnected and will
fashion firms; and READY, which will focus on immediate
feature a unique decorative setting for the exterior area,
delivery fashion and the most youthful streetwear ideas.
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TRADE FAIR MAP AND FAIR SECTORS MAP
COSMO
FAIR Sectors For
SECTOR LAYOUT
Mid-range and high-end contemporary fashion
Spring-Summer 2014 Collection
COSMO EVENT Cocktail wear, evening-wear and
ceremonial attire
North Entrance
North Convention and
Congress Centre
COSMO KIDS Children's fashion
COSMO CASUAL Casual, urban, practical and
wellness & comfort fashion
CONTEMPORARY COSMO Innovative collections that
retain a traditional style
METRO
READY
Avant - garde, sophisticated and cutting-edge fashion
Spring-Summer 2014 Collection
9
8
5
6
3
4
1
Avant - garde urban and youth fashion for the
mid-range and lower-mid-range segments
Presentation of collections and immediate service
6
10
7
14
2
South Entrance
12
South Convention and
Congress Centre
Cosmo Casual
Cosmo Kids
14
Ready
4
Contemporary
Cosmo
2
Cosmo Event
Metro
Entrance
Terrace - Bar
Taxi
Activities
12
Mezzanine
Pab 12-14
BACK TO INDEX
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