• Breaking News: CHIC moves in 2015 to Shanghai

This development refers to the activities of CHIC prior to the fair such as co-operations with leading Chinese associations in the business for real estate and shopping mall/department stores. But also CHIC’s endeavours to encourage more shop owners for multi-brand stores contributed to these positive results. Many of the international exhibitors have written orders in the classic European manner. Leading department stores are looking for more diversification in fashion and uniqueness in their fashion ranges. The new regulation which restricts the luxury sectors pays off for better apparel brands showing high quality at affordable prices.

Visitors’ structure

More than 90.000 visitors attended CHIC. An exact breakdown on the structure will be delivered early May. CHIC with its 22 years of experience and a qualified database of 250.000 professionals with personal names (shopping malls, department stores, agents, importers, distributors agents) has carried out many special activities prior to CHIC. Even if the number decreased by less than 10 %, it was evident that the quality of visitors highly improved – a fact which has been pointed out by many exhibitors. Match-makings with emails informing about profiles of international exhibitors, arrangements of special shows for presenting individual international brands to selected VIP buyers and the Fashion Forum with symposiums, seminars, workshops for professional visitors including lectures about successful European and American multi brand stores at the conference facilities attracted numerous professional buyers.

China is facing a huge market change in the retail and e-commerce business. Exhibitors noted the new developments. Birgit Leben, export manager from German designer Annette Goertz mentioned: ‚It is our first time here. We have now another idea about the Chinese market. We did not expect to write orders, but obviously Chinese buyers liked our high-fashion collection and we have written some interesting orders. Also Nathalie Chaize from France pointed out: CHIC gave proof of a new type of commerce arising in China. We received multi brand stores and boutiques at our booth who liked our French style.’ Roger Jones from Jones & Jones/UK said: ‚It is our first participation which leads to new contacts in the ecommerce sector where we want to concentrate our activities in China.

China offers unique market possibilities and international exhibitors underlined the importance of experience gained at the show for the market entry. Pia Diefenthal from Diefenthal Hats & Accessories (German pavilion): ‚We are here for the third time now we feel much more stable in the market.’

Chinese department store managers recognize that it is essential to create an own profile. Buyers from Anhui CBD department store, Henan Yinzuo Shopping Park and Balletown Mall China Limited stressed that CHIC gives them the latest news of the sector on an international level. Mr. Wu Li, General Manager, Anhui CBD department store explains: We are looking for new business models. Chinese consumers expect high quality also in 2^nd and 3^rd tier cities. International brands contribute to more diversity and variety in the range of products. We joined the matchmaking fashion shows which enabled us to find a new selection for our stores. The international pavilions gave us the opportunity to watch new labels. Chinese consumers are ambitious to see new impressions in our stores and with novelties we can attract them.’

Exhibitors’ Structure

Six of the halls at CHIC have been reserved for Chinese brands. Two halls presented the international participations. Most of the exhibitors in the international pavilions were very satisfied with their participation and made numerous contacts to be followed up after the show.

More than 1,000 exhibitors presented during CHIC, thereof around 400 from outside China. Chinese brands at CHIC – nearly all are well established in own stores – are demonstrating their lifestyle concept. One of them is Shandong Ruyi who showed its brand portfolio including the Belgium menswear brand Scabal. The company exposed its C.I and image by a special store design at the fair like a multi brand store displaying its own brands. Mr. Zhang Zhenguo from Shandong Ruyi: CHIC 2014 and its promotional effect were perfect. Many representatives from department stores and shopping malls visited our booth. The face-to-face business enabled us here to discuss future activities, news in our company and development of our collections.

The very popular Chinese fashion group PEACEBIRD used CHIC to present the new style of their collection ‚Material Girl’ resulting from a cooperation with ICONIX and Madonna. Limin Ou, CEO of the Ningbo Peacebird Group: ‚Each participation at CHIC gives us the opportunity to find new and prospective clients. It is the overall trade show in China where we meet our business partners.’ PEACEBIRD celebrated the launch of its new logo with a spectacular event taking place at a large private apartment in the 23^rd floor giving a wonderful view over the Beijing Olympic Stadium. The international journalists were more than impressed and met at this party the new modern China with very fashion conscious guests from the retail business, press and IT-people.

IDMIB, the Turkish leather and leatherwear association, presented their leatherwear brands in the Chinese hall E 3 devoted to fur & leather. Impressing was the integrated exposition of the Turkish designer Hatice Goekce who has created leather sculptures referring to antique Anatolia. Lemi Tolunay, the chairman of both the Istanbul Leather and Leather Product Exporters’ Association (IDMIB) and Turkish Leather Brands (TLB) expressed: "We have made so many contacts and even orders have been written. CHIC gives us the opportunity to meet shopping malls, department stores, boutiques and also agents. We shall continue next year - and with great pleasure in Shanghai." (More to Shanghai see below.)

Thomas Rasch, managing director of German Fashion Association: ‚It is now our third time at CHIC. The mood at our pavilion was very positive and it seems that the exhibitors will return to the new CHIC in Shanghai. As well our German designers like Anja Gockel, Annette Goertz, Beate Heymann or MOON Berlin have been happy with their participation.’