"More than 1,200 national and international fashion brands will be present at Asia’s largest and most influential fashion fair, Chic Shanghai, from March 14 to 16, 2018. Spread over 100,000 sq. mt. of exhibition space in the world’s largest exhibition center, the National Exhibition & Convention Center, Shanghai. China’s economy is back on track after seven years with 6.9 per cent growth in 2017; Chinese consumers are optimistic about the future, with more millionaires in China in 2018 than in any other country, says a recent McKinsey study. By 2025, their share is expected to account for 44 per cent of purchases in the global luxury market, which is equivalent to around €131 billion. "

More than 1,200 national and international fashion brands will be present at Asia’s largest and most influential fashion fair, Chic Shanghai, from March 14 to 16, 2018. Spread over 100,000 sq. mt. of exhibition space in the world’s largest exhibition center, the National Exhibition & Convention Center, Shanghai. China’s economy is back on track after seven years with 6.9 per cent growth in 2017; Chinese consumers are optimistic about the future, with more millionaires in China in 2018 than in any other country, says a recent McKinsey study. By 2025, their share is expected to account for 44 per cent of purchases in the global luxury market, which is equivalent to around €131 billion. In general, willingness to spend money has returned, which is also noticeable among middle to upper income groups. Quality is more important than quantity.

Expenditure on the ‘key desires’ in China is rising, and the supply of these goods is to be increased. However, sustainability and health have become a key issue for consumers. The desire for individual offers and collections will be taken into account by Chic: the area of young design is extended and renewed; the retail sector, which focusses on lifestyle concepts and exclusive and creative brands, the multi-brand stores and boutiques have been targeted and have become co-operation partners of Chic.

Chic segments

The entire North Entrance Hall of the fair is dedicated to fashion design. Impulses is fully booked and will occupy the entire area. Renowned Chinese designers such as MU by Frank, Hua Mu Shen and Tuffcan will show latest collections. Likewise Wang Yutao, former Elle style ambassador and winner of China’s most important fashion award Jin Ding, and Shi Jie with his Shi Jie & Janique collection who exhibits internationally at designer forums in Paris. The Impulses area has been redesigned to provide the fashion clientele with a vibrant, creative fashion ambience. In the menswear Urban View, Shandong Ruyi, one of the largest fashion companies in China, is represented at Chic with the Saint Angelo line, as is the Semir Group with its brand Gson. Bespoke brands like Dalian Longsheng or Haisibao from Shandong also exhibit here.

Country pavilions

In the international Fashion Journey segment, 248 exhibitors from 14 nations use Chic as a presentation and service platform for their entry into the Chinese consumer market or the expansion of their business fields. The largest participation is traditionally from Italy, in March 40 brands in cooperation with Sistema Moda Italiana and Assocalzaturifici and the Italian Trade Agency ITA, which supports the participation with accompanying promotional measures. “We are putting a lot of energy into preparing this latest rendezvous with La Moda Italiana@Chic so as to build up an offering of brands and companies characterised by the selection and quality of their products in order to offer as complete as possible a panorama of the style expressed by Italian fashion. In addition, thanks to the contribution of Agenzia ICE, we will be realising an even more strategic presentation of the Italian area: at the centre of the exhibition route and in the heart of the international pavilion, featuring an elegant and functional layout to provide a united and coherent image of the Italian lifestyle,” said Alberto Scaccioni, CEO, EnteModa Italia.

Diversity distinguishes French fashion brands, which are gathered in the pavilion Paris Forever with clothing, accessories, shoes and bags, including brands like Georgio & Mario, Urbahia, Lener Cordier, etc. German companies present themselves under the umbrella of Made In Germany as part of the foreign trade fair program of the Federal Ministry for Economic Affairs and Energy, conducted by Messe Düsseldorf. The Polish Investment and Trade Agency is for the first time with a country presentation to promote ‘Fashion from Poland’ in China and uses Chic’s widespread network inside the Chinese trade. South Korea, China Hong Kong, China Taiwan, and Peru are represented with their own group holdings. Individual exhibitors come from Brazil, Denmark, France, China Hong Kong, India, Japan, Korea, Sweden, and the UK.

Enhanced service measures

Chic would place a special focus on visitor marketing. In the run-up to the trade fair, match-makings will be carried out especially focussed on overseas exhibitors, and a selected clientele of almost 50,000 contacts will receive detailed information about the international brands at Chic; the Chic App enables visitors to find out about the offer at the fair in a targeted manner; the Chic homepage offers visitors the opportunity to arrange appointments with the manufacturers at the trade fair. The traditional overseas exhibitors’ dinner will give further insights into the market with agents of international brands that are established in China sharing their experience.