Apparel | Friday, May 14, 2010

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TRADE SHOW REVAMP: Supima and Messe Frankfurt join forces

By Greg Wang

PHOENIX—This July when New York’s market week rolls around, you’ll be seeing some star players on new teams.

July 13 through the 15, PREFAB will be moving to the Javits Center as part of Texworld USA.

The official announcement by Texworld USA management:

Messe Frankfurt, Inc. and Supima have decided to join forces in New York City and fold the Supima Premium Fabric Show (PREFAB) into Texworld USA to create an even bigger and higher quality apparel fabric sourcing event for North America.

“Supima is excited and looking forward to moving our Premium Fabric Show (PREFAB) to Texworld USA for the July 2010 show. We feel that Texworld USA’s reputation and the added exposure to buyers will benefit Supima, and more importantly, our licensees. Supima will be able to retain its high value yarn and fabrics in a designated section of Texworld USA and Supima’s licensees will be invited to join the Supima section of the show. The move to Texworld USA will also benefit our customers; almost all of whom attend the event during the week of shows. It’s a busy week for buyers and this will eliminate a trip to another part of the city” commented Jesse Curlee, President of Supima on the decision.

David Audrain, President of Messe Frankfurt USA, stated “having Supima’s support for Texworld USA is terrific! The Supima product is excellent and adding more of their licensees to our leading group of exhibiting mills, enhances the value for the buyers even more. Our goal with Texworld USA has always been to provide the leading exhibition of apparel fabric producers for the American market. We expect this July to be our best show yet!”

A January 2010 survey indicates that 73 percent of Texworld USA attendees consider cotton a primary area of interest in terms of fiber content. Texworld USA attendees also continue to voice their interest in diversified sourcing options combining overseas and domestic US resources. These buyer trends, along with the popularity of Texworld USA among a wide range of manufacturers and retailers – from design-savvy mass market to luxury – ensure that Supima licensees be well-received at the July show.

The name “Supima®” is a licensed trademark owned by Supima and its members. It is used to promote textile and apparel products made of 100% American Pima cotton, and is strictly controlled by the grower organization. Supima is an abbreviation for Superior Pima.

With annual revenues of €424 million and over 1,500 employees around the world, Messe Frankfurt is Germany’s biggest fair and exhibition company. The corporate group has a global network of 28 subsidiaries, five branch offices and 52 international sales partners, which represent Messe Frankfurt in over 150 countries of the world. Events ‘made by Messe Frankfurt’ are held at over 30 venues worldwide. In 2009, the Messe Frankfurt group organised over 90 fairs, more than half of them outside Germany. At present, the Exhibition Centre can boast 578,000 square meters of ground space with ten exhibition halls and a congress centre. The company is publicly owned with 60 percent held by the City of Frankfurt and 40 by the State of Hesse.

The North American headquarters of Messe Frankfurt in Atlanta is currently producing trade shows in the USA, Canada and Mexico across various industries. For more information about Messe Frankfurt, Inc. please visit our website at http://www.usa.messefrankfurt.com.