Curvexpo and Magic partner up in Las Vegas

By

Anaïs Lerévérend

Published
Feb 17, 2015

Curve wants to add a new dimension to its Las Vegas trade fair by associating itself with the leading ready-to-wear show in America: Magic. The Eurovet lingerie and swimwear show in Las Vegas has just announced that its next edition will take place in the framework of Magic, all while remaining its own distinct trade fair.

From now on called CurveNV@Magic, the lingerie and swimwear show will take place over three days instead of two, on 17 to 19 August, and no longer at the Venetian Hotel but at the Convention Center. The trade fair will have its own entrance and still appear under the Curve banner, "since the lingerie and swimwear segment is not part of the same code," explained Marie-Laure Bellon, CEO of Eurovet.

But to find synergies with the Magic universe, Curve will be accessible from the rest of the trade fair. The goal is notably to attract the visitors who have come for the ready-to-wear event to a complementary offer of lingerie and swimwear. Curve will still be in charge of its advertising and promotion among its targeted specialist buyers, but Magic will also add the show to its own communications for its ready-to-wear audience. It is a similar association to the one that Eurovet put in place with CPM Moscow this winter 2015.

Until now there has been a small winter lingerie and summer swimwear offering at the Magic trade fair, but no dedicated and structured sector as such. With this alliance, Curve hopes to attract a few more international brands, but also American ones. In total there were 130 exhibitors at this last CurveNV at the Venetian Hotel on 16 and 17 February.