Intergift, Bisutex, Madridjoya and MOMAD concluded the lifestyle week last Feb. 5, welcoming more than 36,000 visitors from 89 countries. The major multi-sector event, organized by IFEMA Madrid, recorded an average 12 percent increase in trade visitors compared to September 2022, and a 24 percent increase over last February’s edition, and the participation of more than 1,000 exhibiting brands. The Salon has made internationalization one of its strengths, without forgetting the positioning of Made in Spain and its enhancement. We met with the Director of the IFEMA trade fair in Madrid, Julia González, to get a report of the edition and some anticipations about the upcoming September edition.

What is the impression of the February 2023 edition of Momad?

It was definitely a very positive edition, both in terms of the number of participating companies and the turnout of professionals, who showed appreciation for the proposal of a joint event dedicated to lifestyle. This confirms the importance of a complementary offer of quality, encompassing clothing and accessories, but also costume jewelry, watches and accessories, which retail outlets, and boutiques in particular, successfully propose to a clientele that increasingly identifies with a lifestyle.

How has the market changed since the pandemic?

Right now we are in a positive recovery phase, following the period of the advent of covid. I think after Covid many companies thought that the role of trade shows could be replaced by digital contacts with customers, only to realize that this is not possible. Even fashion shows, for example, which up until a year ago seemed to be not very popular with companies, have now returned to the center of their interest because of the opportunity to show buyers the product live, in a context that enhances the collections. In general, companies have realized that being able to show  the collection live, have people touch and try products, as well as talk in person with buyers has enormous importance for the relationships that are created and the business that follows.

Speaking specifically of footwear and leather goods companies, what do you feel has changed since the pandemic?

Before Covid, footwear companies did not seem very interested in participating in fashion events, whereas today more and more companies and brands are focusing on lifestyle, participating in multi-sectoral events such as ours, but also placing footwear, leather goods, home goods, costume jewelry, etc. side by side in their own collections. , all areas in which lifestyle is expressed.

What are the target markets for Made in Spain?

The most important markets for Spanish production are those in the Mediterranean area-Greece, Portugal, Italy-which have an important tourist value and a focused product. But we also find great interest from Turkish companies, which want to participate in our event because Spain, due to its geographical location and history, is traditionally linked to the Latin American market.

What plans do you have for the next edition in September?

We will certainly focus even more on the joint exhibition format, which has proven to be of great added value for buyers who can in this way access a global offer of quality that makes all the difference. We are also considering the possibility of involving new pavilions in order to enhance the total look offering. At the same time, we intend to focus strongly on the internationalization of our fairs, with targeted programs toward buyers but also information and in-depth appointments, such as seminars and workshops. It is essential that the fair offer effective and business-oriented tools and not ends in themselves. In this vein goes the rich program of events and presentations that involved a total of 60 high-level speakers to address the challenges of the future: trends, management, circularity, regulations and the current state of the industry.

Julia González