ISSUE 01

FEBRUARY 2013

ORGANISED BY:

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editorial

MoMad Magazine is Born by Francesco Malatesta

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Shop of the Month

yuBeBeatriz nicolás and José yusti set up the multi-brand

shop, yube, in Madrid in 2005.

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Brand of the Month

el arMario de lulúThe design-management tandem made up of soraya

Pla and Hugo Mira is behind el armario de lulú.

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interview with the BuSineSSMan of the Month

ángel asensioThe President of siMM believes that the multi-brand approach diversifies risk and the range of products

available throughout the country.

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in the newS thiS Month ...

siMMWinter and overcoats collections abound at the sixty-

ninth edition of this fashion fair in Madrid.

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MoMad neWsall the latest news regarding the fairs that come under the umbrella brand of MoMad - Madrid

Fashion events.

suMMary

FEBRUARY 2013

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It is a pleasure for me to share this new publication with professionals from the fashion world, a publication that is born with the aim of promoting the new umbrella brand known as MOMAD - Madrid Fashion Events, which has been created

by IFEMA to bring together all the fashion fairs - SIMM, MODACALZADO+IBERPIEL, ETIQUETA NEGRA and ONE THOUSAND AND ONE WEDDINGS -, that take place at Feria de Madrid throughout the year and to boost the city's

identity and appeal. The main objective of this project is to present a more competitive and attractive product to Spanish and foreign buyers and companies, based on the joint promotion of all of these events. We are also adapting to the current trend witnessed at fashion establishments consisting of presenting clothing items and

accessories together at the same shop in order to make up a "total look". All those of us who are working on this project believe that the best way of conveying this new concept to the fashion

industry, manufacturers, buyers, retailers and designers is to launch an online publication, which we have called MOMAD MAGAZINE. Through this publication, fashion professionals can discover how the project is progressing and learn about

our future plans, wherever they may be. Based on a series of monthly issues, we would like this new channel of communication to serve not only as a tool for promoting new developments at MOMAD and the fairs that make up the

brand, but also to become a means by which readers can get to know a little more about the star players at our fairs: the participating companies.

The first issue of MOMAD MAGAZINE is presented the day before the commencement of the last edition of SIMM, the Madrid International Fashion Fair, as a solo event. This grand fair for the textile and clothes manufacturing industry in

Spain, which is due to take place from Friday 8th to Sunday 10th February, will be staged just a few weeks before the last solo edition of MODACALZADO+IBERPIEL next 9th March, which serves as a key point of reference for the footwear and accessories sector in Spain. This event will be followed by ETIQUETA NEGRA, the new IFEMA brand that specialises in the Wedding, Gala and Ceremonial Fashion sector, including its Cibeles Madrid Novias Fashion Show, which is due to take place from 10th to 12th May. Next September will bring the new joint staging of SIMM and MODACALZADO+IBERPIEL, from 6th to 8th September, and the staging of ONE THOUSAND AND ONE WEDDINGS from 25th to 27th October.

From this editorial column, I would like to encourage and invite you to take part in the new project known as MOMAD, as well as at each of the fairs that makes up the brand. Your presence and support are essential in terms of ensuring the success of this new project and this new publication known as MOMAD MAGAZINE. I welcome you all to MOMAD.

ediTorial

MOMAD MAgAzInE IS BORn

MOMAD MAgAzInE

COntACt: momadmagazine@modaes.es

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

FRANCESCO MALATESTADirector of Fashion Fairs at IFEMA

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FAShIOn IS ...

CreativityA SAtISFIED CUStOMER IS ...

A customer who comes back...AnD An UnSAtISFIED CUStOMER IS ....

One who complainsA BRAnD thAt MUSt BE PRESEnt In EvERY wAR-

DROBE

I cannot name a particular brand; I would include the basicsA YOUthFUl BRAnD tO wAtCh OUt FOR

UkethE ADDED vAlUE OF A MUltI-BRAnD ShOP

You can find all of the brands of interest to you in the same placePRICE OR CUStOMER SERvICE?

Customer service and product qualitythE BESt tIME tO gO ShOPPIng

Saturday, without a doubtA StREEt tO gO ShOPPIng In

Rue Saint Honoré A CItY tO gEt lOSt In

Miami: it has a beach and it is extremely cosmopolitan

hOw tO tREAt CUStOMERS: FORMAllY OR

InFORMAllY?

Informally An OBjECtIvE FOR thE FAIR

To discover new and youthful brands that people are not aware ofSOMEthIng gOOD ABOUt thE CRISIS

OpportunityE-COMMERCE: OnlY FOR lARgE BRAnDS?

No, for everyonethE SOCIAl MEDIA: FOR COMMUnICAtIng OR FOR

SEllIng?

More for communicating, but also for sellingAn OPInIOn ABOUt MASS REtAIlIng

It offers a good quality/price ratio due to its very large ordersAn ERROR COMMIttED In thE PASt

Not having done our financial homework.AnD YOUR MOSt SUCCESSFUl DECISIOn?

Believing in instinct and intuition.2013 wIll BE ...

The best. The year of recovery.

ShOP OF thE MOnth

yuBe: enterpriSe at heart

In 2005, Beatriz Nicolás and José Yusti decided to give up their respective jobs and found a joint enterprise. This was how Yube was born, a multi-brand shop located in the Almirante neighbour-hood of Madrid that trades, above all, with second-line products made by large firms at affordable

20 qUEStIOnS FOR An hABItUAl PARtICIPAnt At SIMM, OnE OF thE FAIRS thAt FORMS PARt OF MOMAD

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Yube specialises in women's and men's fashion.

Yube's expansion plans focus on the Salamanca neighbourhood. The multi-brand shop would like to open a new point of sale in this part of Madrid and it is currently scouting around for opportunities.

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In 2009 the crisis did not prevent Soraya Pla and Hugo Mira from embarking on a daring project: El Armario de Lulú. The brand had been founded in 2007 as a fashion jewellery firm linked to the blog written by Pla, a designer who worked at a large fashion company at that time. "Initially she did not have any intention of going into business, but with

the blog she began to secure customers", explains Mira, an entrepreneur with experience in financial consulting. Thus, in April 2009 the designer gave up her job and teamed up with Mira as part of a design-management tandem. The objective: to create a women's fashion brand with a production operation in Spain and a positioning as a luxury

BRAnD OF thE MOnth

el arMariode lulú

wE PRESEnt OnE OF thE COMPAnIES thAt hABItUAllY tAkES PARt At SIMM, OnE OF thE FAIRS thAt MAkES UP MOMAD

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label that is affordable. In spite of the economic climate, the company has been able to develop since then through the multi-brand channel, based on a presence at more than 200 points of sale and by means of participation at fairs such as the Madrid International Fashion Fair (SIMM) and Bisutex. In 2012, El Armario de Lulú achieved a turnover of nearly one million euros, compared to nearly 90,000 euros in 2011.Handcrafted production and an "evocative and different" design are the aspects that set this brand apart from others, based on a range that now includes clothing, footwear, fashion jewellery and accessories. With regard to its provisioning in Spain, Mira ex-plains that it is becoming "increasingly difficult", although the company is committed to carrying out "at least 60% of its production" within the country.The firm is pursuing a large number of projects. In this respect, it is planning to develop a network of its own shops, which will serve to complement its presence on multi-brand channels. "We are looking for a partner who has the capacity to open up the first shop and to develop franchises", explains Mira. Furthermore, El Armario de Lulú hopes to expand beyond Spain over the next few years.

This Spanish company, which takes part at the fair known as SIMM, plans to open its first shop and has the ambition of taking the plunge into the foreign markets over the next few years

weB www.elARMARIoDelulu.CoM

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ChAIRMAn OF thE FAIR'S ORgAnISIng COMMIttEE AnD PRESIDEnt OF FEDECOn

ángelaSenSio

Ángel Asensio, the Chairman of SIMM's Organising Committee, has had a long career within the textile

and clothing sector. He has been President of the Spanish Clothing Companies Federation (Fedecon) sin-

ce 2007 and, between 2009 and 2012, he also served as Chairman of the Spanish Inter-Textile Council

(CIE). He heads the family business known as Confecciones Asensio, which owns the brand, Kiff-Kiff.

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what role doeS SiMM play on the european fair calendar?

SIMM, the Madrid International Fashion Fair, is the second most important event of its kind in Europe based on size. It is also a key point of reference for the industry in both Spain and Portugal. At present, it is the only women's fashion fair in Spain, one that enjoys strong levels of trade representation, based on the participation of around 500 brands. At each edition, these participants offer a representative overview of the textile and clothes manufacturing industry in Spain. With some 68 editions behind it, the fair has experienced a difficult time over the last few years as a result of Spain's economic crisis. However, the fair has been able to redirect its energies and adapt to new market conditions. Its joint staging in conjunction with MODACALZADO+IBERPIEL as of next September provides another example of its successful development.

why haS ifeMa decided to Stage a joint event in the caSe of SiMM and Moda-calZado?

IFEMA has decided to stage a joint event featuring the fairs, SIMM and MODACALZADO+IBERPIEL, in Septem-ber 2013, with a view to strengthening their exhibitions, which will now encom-pass fashion items, footwear and acces-sories at the same time. This will make the event more attractive to Spanish and foreign buyers, who can now place their orders for the new season during a single

visit to Madrid, which is very much in line with the current profile of demand today. Today, shops tend to offer clothing items and accessories together, in which respect fairs must also present the same range of products, which makes up what is known as the "total look".

will the uMBrella Brand, MoMad, help Both fairS to grow at an international level?

This is one of the main objectives of the new project: to present a more integral and comprehensive event that is more attractive internationally, to both exhi-bitors and visitors. The joint staging of these fairs will also help to strengthen the identity and appeal of the City of Madrid abroad.

how would you rate the fair'S developMent over the laSt few yearS of econoMic criSiS?

Very favourably. The fair has had to adapt to a set of difficult circumstan-ces, but it has been able to evolve and create new features that cater for the new market situation, whilst also embar-king on new directions that will help it grow again.

what iS the current State of the "Spain in faShion" Brand?

The brand needs to continue its promo-tional measures both inside Spain and abroad. There is still a long way to go

before we manage to make consumers throughout the world aware of the value and differential nature of this brand. We are working hard to ensure that they can clearly identify clothing which is made by Spanish companies. However, there is still much work to do.

how do you think Multi-Brand ShopS will develop in the future?

Multi-brand shops offer a balanced range of fashion products and, in this respect, their existence is essential to the market. Nevertheless, they must evolve and adapt to new circumstances, as is actually happening now, modernising their appeal and offering a special style designed to attract consumers.

what StrategieS Should coM-panieS froM the induStry purSue in order to Survive?

At difficult times such as the present, it is essential for brands to clearly define their appeal, their identity, their product and their objectives. They must also innovate in terms of their manufacturing methods and their strategies, but always within the context of a specific style, one that customers associate with the brand in question and the values that are conve-yed. There are other aspects that brands must also look to, such as quality and design and, of course, sales techniques and the development of an approach that manages to win customers' loyalty in spite of the crisis.

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In thE nEwS thIS MOnth ...

SiMM: Madrid faShion capital

The countdown has started for the commencement of the last solo edition of SIMM, the Madrid International Fashion Fair. This event, which will be staged jointly with MODACALZADO+IBERPIEL as of next September, will open the doors of its 69th staging from 8th to 10th February next. Winter and overcoat collections will be the star attractions at the exhibition that is presented in

Halls 12 and 14 in the DC Area at Feria de Madrid. This fair, which is considered to be a key point of reference for the clothes manufacturing industry in Spain and one of the most important events of its kind in Europe, will present a wide-ranging overview of the latest trends for Autumn/Winter 2013-2014 at its next edition, based on the collections of more than 300 direct exhibitors

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and nearly 600 Spanish and foreign brands.Contemporary styles, urban fashion, timeless basics, up-and-coming design, party-wear and fur fashion, as well as accessories, will make up the mains sections at the exhibition presented at this edition of SIMM. Another of the exhibition areas is known as EGO, which will bring together the collections of various up-and-coming designers. Meanwhile, the North Convention Centre at Feria de Madrid will host the staging of the Ifema Showrooms, featuring a selection of international brands from the medium-high segment.

Speaker’s CornerSIMM will complement its trade activity with a Conference Programme known as the Speaker's Corner Forum, located in the Connecting Area between Halls 12 and 14. Borja Oria, President of the Textile and Accessory Trade Business Asso-ciation (ACOTEX), will present the Association's Annual Barometer, effectively offering an analysis of the current state of the industry. Gema Gómez de Pablo, the founder and head of Slow Fashion Spain, the sustainable fashion forum, will stage a presentation entitled "Eco-Innovation: Success Stories in Sustainable Fashion", which will focus on the important role that sustainability

criteria play in production processes in the eyes of consumers.Ángel Asensio, Chairman of the SIMM Organising Committee and President of the Spanish Clothing Companies Federation, together with Marta Valero, a researcher at the Bio-Mechanics Institute in Valencia, will then take part in a Conference on the Suode Sizing Project, which seeks to boost competitiveness in the fashion industry in Spain through a compilation of the population's anthro-pometric measurements, effectively passing this information on to companies.For her part, Isabel Mesa, the Managing Director of WGSN in Spain, will offer a preview of the most important new fashion developments for Autumn/Winter 2013-2014. Mesa, in conjunction with Oria and Francesco Malatesta, the Director of Fashion Fairs at IFEMA, will also take part in a roundtable entitled "Opportunities, Retailing and the Independent Market".José Cantero, from M2M Factoría de Innovación, will deliver the Conference entitled "Experiential and Contents Marketing: A New Meeting Forum for Brands and Fashion Outlets and the Experien-tial Consumer". Meanwhile, the NGO, Humana, will stage a workshop on sustainable fashion in order to promote awareness of this concept.

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MoMad newSthe lateSt newS regarding MoMad fairS

SPOtlIght On MERCEDES-BEnz FAShIOn wEEk MADRID

Some 42 designers will present their collections at Mercedes-Benz Fashion Week Madrid, from 18th to 22nd February. Twenty up-and-coming de-signers will exhibit their ideas at the EGO Showroom, located in the Cibe-lespacio Area, based on direct sale to members of the public. The young designers, Rabaneda, Moisés Nieto and Etxeberría will join the Show.

MODACAlzADO+IBERPIEl, A DAtE wIth FOOtwEAR In MARCh

MODACALZADO+IBERPIEL, the International Footwear and Leather Goods Fair, will stage its 31st edi-tion from 9th to 11th March 2013. The fair will repeat the calendar of dates (Saturday to Monday) wit-nessed at its last edition, based on the positive effect of distributing the number of visitors to the fair in a more homogenous manner. Buyers will flock to the event from coun-tries such as France, Italy and the nations of the Middle East.

EtIqUEtA nEgRA: wEDDIng FAShIOn, PARtY-wEAR AnD CEREMOnIAl AttIRE

ETIQUETA NEGRA is the new fair con-cept from IFEMA that brings together all companies, firms and designers that offer ideas under the headings of cere-monial attire, party-wear and wedding fashion. This event is complemented by the staging of Pasarela Cibeles Madrid Novias. ETIQUETA NEGRA will take place from 10th to 12th May. The fair will feature the participation of brands specialising in dresses and outfits for gala events and parties. The change of image at ETIQUETA NEGRA corres-ponds to the organisers' desire to ex-pand the fair's possibilities and attract new visitors, focusing on both buyers of wedding fashion and consumers of special attire for important occasions. ETIQUETA NEGRA is organised under the umbrella brand of MOMAD.

SIMM+MODACAlzADO, thE FIRSt jOInt EDItIOn SEPtEMBER 6th-8th, 2013

The dates have already been set for the joint staging of SIMM and MODACALZADO, an event that will stage its first edition from 6th to 8th September 2013, oc-cupying a total of four halls at the fairground. This new project aims to offer a more competitive and attractive event to Spanish and foreign buyers, whilst also adapting to market needs. In this respect, as of September 2013, the two fairs will take place si-multaneously at their two editions each year, within the framework of MOMAD - Madrid Fashion Events, the new umbrella brand that brings together all of the fas-hion fairs organised by IFEMA.

AgEnDAMODACAlzADO+IBERPIEledition nº 34MarcH 9TH-11TH, 2013 Feria de MadridAn international fair open exclusively to members of the industry. The exhibitor profile consists of footwear manufacturers and impor-ters. Promoted by FICE and ASEFMA.

EtIqUEtA nEgRAedition nº 1May 10TH-12TH, 2013 Feria de MadridA trade fair aimed at brands and retailers of ceremonial attire, party-wear and wedding fashion. This event is complemented by the staging of Pasarela Cibeles Madrid Novias. ETIQUETA NEGRA replaces the former fair known as Madrid No-vias, organised by IFEMA.

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ORGANISED BY: