MOTEXHA announces 'Launch Pad' the industry's first fashion show exclusive to franchising

Designed to showcase international fashion brands looking for franchise opportunities, Launch Pad will offer trade buyers and local entrepreneurs a preview of the collections being displayed at the PURE branded wear area and EuroTrendz pavilion of the show.

Speaking about this new initiative at a press conference held today (Monday, August 30, 2004), Geoffrey Booy, Exhibitions Director of IIR Middle East, the organizers of the show, stated, "Fashion business is big business in the Middle East region. As a show that caters to the buying needs of the US$ 11.4 billion regional textile, garment and leather industry, MOTEXHA is committed to providing exhibitors and trade visitors with the right environment to conduct business. With the Middle East experiencing a retail boom in recent years, and more international fashion brands showing interest in entering the lucrative regional market, we believe this is the right time to introduce dedicated buying forums such as Launch Pad."

Launch Pad will enhance the trade show experience by offering industry buyers an exclusive preview of the garments and accessories being displayed at the show's 'PURE' Branded Wear and EuroTrendz and the areas, thus helping them in their buying decisions. Among the twenty brands debuting at 'Launch Pad', include Coemi, Welle, Sirena, Santa Maria and Astradeco. The show will be sponsored by MAC Professional for make-up, Afrina Beauty and Henna for hair, models from Scorpion Promotions and official publication, RetailME.

"Launch Pad will help participating brands, looking at entering the Middle East market, by to meet with local entrepreneurs and distributors to explore franchising opportunities. In fact, as our exhibitor profile becomes more global, we are also witnessing an increase in the number of international buyers at the show. These buyers realise the value of seeing a large number of multinational brands at a single central location such as Dubai, securing the emirates' position as a sourcing hub for the Middle East and Asian markets," added Booy.

Fahad Gergawi, Executive Director of Trade and Industrial Development, DCCI stated, "Dubai being the international trading hub for the Middle East, Indian Sub-continent, Iran & CIS countries, the exhibitions industry is of vital importance. IIR Exhibitions, the organiser of MOTEXHA, is a significant contributor to the thriving exhibitions industry in Dubai. MOTEXHA is one of the most successful exhibitions in the region, catering to the lucrative fashion, textile and leather industry. As a supporting partner, we would like to commend the show's role in catering to this important industry."

MOTEXHA has also recently tied up with Middle East Council of Shopping Centres (MECSC) to initiate more retailed focused activities for its exhibitors in the near future. MECSC, affiliated with the International Council of Shopping Centres runs programmes and events to promote retailing in the region.

Commented Ferry Lee, Marketing Director, IIR Exhibitions, "According to Retail International, the independent London-based shopping centre consultants specialising in the Middle East, retail space in the Middle East will soar to double its current capacity by 2005. Franchising accounts for nearly 50 percent of the Middle East's retail economy with further growth anticipated as Dubai's retail spending is forecast to cross AED 27.89 billion (US$ 7.6 billion) by the end of 2009."

One international brand that has already benefited from its participation at MOTEXHA last Spring is kids wear brand Damini. After signing up with UAE based distributors, Midsports, Damini is back at the Autumn show under the Midsports umbrella to scout for new region wide partners. Midsports also hopes to repeat its success by launching a new Italian fashion brand 'Network' at the show. "MOTEXHA's business to business environment and serious trade visitor profile is the ideal platform to unveil our brand," commented Mazen Chafiq, General Manager, Midsports.

MOTEXHA this year, the show will also witness a unique fashion show of Chinese Silk garments with professional models. China, one of the world's largest exporters of textiles and apparel, is looking at gaining a larger share of the fashion market by promoting its own fashion brands. This initiative has special significance with MFA (Multi-Fibre Agreement), which has hitherto restricted China's exports to the U.S, coming to an end in 2005.

Among the major pavilions that trade exhibitors can look forward to at the Autumn show year are China, India, Thailand, Malaysia and Turkey. The show's four specialist areas: PURE Branded Wear, KidZone, EuroTrendz and Retail Outfitters are also growing by 33 percent this year.