Lee Cooper @ Novomania
Lee Cooper @ Novomania
 

13 Mar. 2012

"WE WILL DRESS CHINA!” – POSITIVE RESULTS AT NOVOMANIA

The third edition of the Novomania Trade Show took place in Shanghai's World Expo and Exhibition Center from March 7-9. Urbanwear, fashion and denim brands such as Tom Tailor, Miss Sixty, Lee Cooper, Wesc, Edwin, Superdry and Mango displayed their wares across 25,000 sqm of space to retailers, distributors, agents and media in an attempt to improve or build up connections with China's fashion retail market.

"For us, it's a great opportunity to figure out the best way in which to partner up and enter the Chinese market,” said Dr. Marc Schumacher, chief retail officer at Tom Tailor. Lee Cooper's Bob Taylor added, "Even if there weren't that many visitors, the quality of the people that came to our booth has been really good. We met lots of potential partners here."

Urbanwear, fashion and denim brands displayed their wares across 25,000 sqm of space.
Urbanwear, fashion and denim brands displayed their wares across 25,000 sqm of space.


Novomania gave visitors the opportunity to find out more about retail concepts, architecture and the Chinese fashion industry.
Novomania gave visitors the opportunity to find out more about retail concepts, architecture and the Chinese fashion industry.
In an effort to allow exhibitors to learn more about success-driven expansion strategies in China's immense potential retail market, commercial real estate firms also had an exhibition area, including a space where seminars, trend previews and presentations gave visitors the opportunity to find out more about retail concepts, architecture and the Chinese fashion industry.

In addition to the real estate platform, the overall fair was separated into five different areas: Denim, Fashion & Chic, Sports & Street, Shoes & Accessories and Contemporary. Media stations, quiet spaces, a big catering area with international foods along with the Fashion House equipped with a catwalk for runway shows made for an event that was certainly on par with other international trade shows. One draw back was only the temperature in the big hall, which could have been higher; unfortunately Shanghai's winters (5 degrees Celsius) aren't that mild.

Catering area of Novomania - an event that was certainly on par with other international trade shows.
Catering area of Novomania - an event that was certainly on par with other international trade shows.


"There are of course always things we can do to improve, but I feel very happy with the trade show. Not only because of the people's positive reactions, but also because I know that we are on a very good track. This is only the start and one day we will dress China," Novomania's general manager Guilherme Faria told us. He continued, "I can't wait to hear the brand's feedback in three or four months. That's how long it will take for us to see if the trade show was successful, if the brands really benefited from the contacts they made through Novomania. I am excited and positive that we will just get better and better. The work for next year has already started."
Lena Elster

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