This new project seeks to offer a more competitive and attractive event to Spanish and foreign buyers and companies within the current worldwide economic context.
Representatives from the trade associations that encompass the clothing, footwear, textile and accessory sectors have expressed their satisfaction at Ifema's initiative to stage a joint event based on the two fairs. They are also satisfied with the dates that have finally been chosen for the event to take place.
The dates have been set for the staging of the new joint edition of SIMM and MODACALZADO+IBERPIEL, the two key trade forums in Spain for the clothing and footwear industries, both of which are organised by Ifema. Madrid's trade fair body has reached an agreement with representatives from both industries that the first edition of this new project will take place from 6th to 8th September 2013 at Feria de Madrid. In determining these dates, the organisers sought to cater for the interests of both fairs, whilst attracting the largest possible number of buyers.
In this respect, as of September 2013, both fairs will take place simultaneously at their two editions each year, within the framework of MOMAD - Fashion Events in Madrid, the new umbrella brand that brings together, as of now, all of the fashion fairs organised by IFEMA.
The coincident staging of these two fairs entails a new exhibition approach and a new fair layout, both of which seek to cater for current market demands. The new event will also present a larger joint exhibition area compared to that of the two events when staged on their own. Thus, Halls 12 and 14, which make up the DC Area at Feria de Madrid, will now be complemented by Halls 2 and 4. The four halls will be linked to one another through the area connecting Halls 4 and 12, which will boost the sense of synergy and facilitate the circulation of trade visitors.
In this respect, the new project will continue to take place within the DC Area at Feria de Madrid, the part of the exhibition centre devoted to hosting the staging of fairs and events linked to the world of fashion and new trends in general, such as Mercedes-Benz Fashion Week Madrid, Modacalzado+Iberpiel,
Etiqueta Negra, and the Urban Trends Festival, known as Mulafest. Furthermore, the new event will incorporate Halls 2 and 4. Due to their proximity and the ease with which they can be connected to the DC Area, these halls effectively form part of the Area's development plan, one that is applied to all events that take place in Halls 12 and 14 but which require a larger amount of exhibition space.
The marketing team continues to work on the organisational aspects relating to the event, as well as defining the sectors that will make up the exhibition. More specifically, the idea will be to create a concept that revolves around lifestyle and habitual use.
For his part, Rafael Calvo, the President of FICE, the Spanish Footwear Industries Federation, has declared that "at difficult moments it is increasingly important to join forces in order create a sense of synergy and facilitate the achievement of objectives. In this respect, the joint staging of SIMM and MODACALZADO-IBERPIEL is especially appropriate. Calvo adds that "the effort made by Ifema and the participating sectors to stage the fair on the most ideal dates simply reflects the strong sense of commitment made by the fashion industries to a future in which a united front at all levels is likely to provide the best guarantee of success".
Along the same lines, Borja Oria, the President of ACOTEX, the Textile and Accessory Trade Business Association, has offered his evaluation of the joint project: "It was an excellent idea to bring SIMM and MODACALZADO+IBERPIEL together. This is the current market trend. Fashion establishments need to be able to view the most comprehensive range of products possible at the same event, given that our customers wish to gain access to the widest variety of ideas, whilst also being interested in the total look approach".
As far as the dates are concerned, Oria believes that "they are undoubtedly appropriate, given that they do not coincide with the month of August; furthermore, the fact that the event takes place between Friday and Sunday means that all kinds of professionals can attend".
The main purpose of this project is to guarantee a more competitive and attractive event for Spanish and foreign buyers and companies within the new worldwide economic context. Another of main arguments that has led IFEMA to launch this new initiative consists of the current trend for establishments to bring together both clothing items and accessories as part of the same selection in order to create what is known as a "total look". Another factor that has been key in terms of bringing the two fairs together consists of new demands on the part of buyers.
According to the Director of both fairs, Francesco Malatesta, the current economic climate has led both events to evolve, which means that they now offer a larger and more comprehensive range of products and services that adapt perfectly to new needs and trends at points of sale. "Only those fairs that bring together a diverse range of products, encompassing various different sectors, will have a future", he states. Furthermore, Malatesta has indicated that the joint edition of SIMM and MODACALZADO+IBERPIEL is expected to present a strengthened Latin American appeal, thus setting the event apart from other fairs of this kind organised throughout the world. In effect, this joint event will serve as the leading point of entry for Latin American clothing and footwear manufacturers in Europe.
This development regarding the fashion trade fairs organised by IFEMA coincides with the changes undertaken by other European fairs, all of which have been introduced in order to adapt to new market demands.
At its September 2012 edition, SIMM brought together some 700 brands and welcomed almost 10,000 trade visitors, of whom 10% travelled to the fair from abroad. Meanwhile, the last edition of MODACALZADO, which took place in September 2012, featured the participation of some 500 exhibitors and companies and welcomed more than 7,500 buyers, of whom 1,000 were from abroad.
Satisfaction within the Industry
Representatives from the trade associations that encompass the clothing, footwear textile and accessory sectors have expressed their satisfaction at Ifema’s initiative to stage a joint event based on the two fairs. They are also satisfied with the dates that have finally been chosen for the event to take place.
According to Angel Asensio, the President of Fedecon, the Spanish Clothing Companies Federation, the joint staging of SIMM and MODACALZADO is "extremely opportune, because it caters perfectly for new market demands in the sense that it brings together a larger exhibition on the same dates, one in which the latest new clothing collections share space alongside footwear and accessories, as actually occurs in shops today". Furthermore, Asensio considers the initiative to be "extremely timely, because it matches the tendency for trade professionals to cut back the duration of their trips in order to optimise their time and money when pursuing their business activities. The idea is also that they only attend those fairs that can offer a wide-ranging exhibition". With regard to the dates for the new project, Asensio believes that "they are highly appropriate, being in September, once the summer break is over".
