Tom Tailor Denim fashion show at Chic
Tom Tailor Denim fashion show at Chic
 

02 Apr. 2013

Chic: China to set focus on the mass and middle market


In the next years the Chinese fashion market will face a higher requirement for products in the mass and middle market. This is what Chen Dapeng, Executive Vice President of the China National Garment Association stated during a press conference at Chic, the clothing and accessories trade show held in Beijing 26-29 March. ”"The market in China is highly fragmented and only a small part of consumers buys luxury products-other than seems to be often communicated through the media. 200 million people in China currently belong to the middle class which is the growing and developing part in our society as there is a change from poor to richer. This creates the biggest market for mass and middle class brands,"“ he said.

Accordingly, Dapeng confirmed the concept of the Chic trade show to be focused on these fashion market segments which was fulfilled last week with more than 1,000 mens-, womens- and kidswear collections from 21 countries, among them other Asian countries such as Korea, but again also European participation with foreign pavilions of French, German and Italian brands such as Marc Cain, Vanilia, Buttero, 0039 Italy or Jean Paul Gaultier.
See more pictures from the trade show here:
See more pictures from the trade show here:

In addition, Dapeng sees a lot of potential in the denim and casualwear segment as “"the concept of dressing in China has changed towards less formal looks”". Even though last year saw some economic problems in this area the overall development will bring a rise in the sales of denim and casualwear including also segments such as outdoor, Dapeng assured.

To stress this for the first time an extra casualwear hall was installed at Chic that gave room to international brands such as Tom Tailor Denim and Lee Cooper, but also Chinese local sportswear brands such as V-Pull and Zlshijia who all seemed to be satisfied with the number and quality of visitors. On top a denim round table talk was organized by the Chic managing board which was meant to exchange ideas of the current situation on the Chinese denim market and had members of Chinese brands V-Pull and Able and a representative of China’s denim producing city Junan. Also Sabine Kühnl, editor in chief of Sportswear International, attended to explain the current situation on the European denim market.

After four days the 21st edition of Chic which considers itself as Asias biggest fashion trade fair registered a number of ca. 100,000 visitors, with 37,000 guests the first day and 34,000 the second day to find their way to the location at the New China International Exhibition Center in Beijing-which includes also consumers as a number of tickets is sold to the public. Especially exhibitors from abroad looked for new franchise partners and center managers as China’s overall retail structure in terms of smaller multi brand boutiques and chains is still in the making and the dominant part are malls and mono brand stores.

In autumn the third edition of Chic Young Blood will be held in Beijing, Chic’s spin off for the denim- and sportswear market (dates and location to be announced, The Editors).

Impression from the Chic grounds
Impression from the Chic grounds

Sabine Kühnl

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