From 13 to 21 Oct 2015 during Shanghai fashion week, there were 4 trade shows and many showrooms around. I am reporting MODE, SHOWROOM SHANGHAI (SHI TANG), ONTIMESHOW and THE HUB trade fairs in addition to ALTER showroom, DFO showroom.
Shanghai fashion week had moved its date earlier to compete Tokyo and Seoul fashion week from this season, then Beijing fashion week followed. It means China market is overtaking other major markets in Asia.
Shanghai International Fashion Center, organizing Shanghai fashion week officially, held MODE with 22 showrooms and about 400 brands. MODE attracted 3700 visitors far more than any other shows even though the venue was 15 minutes far by walk from the center of fashion week. Most of the visitors were students being lead by official guide book and acquaintances of exhibitors. Some participants claimed less buyers comparing with those non-business visitors came, but some of the participants were satisfied with 1200 buyers visiting especially from local cities.
As the leading trade fair, SHOWROOM SHANGHAI (SHI TANG) with around 100 brands was located very close to the entrance of official catwalk tent. The timing hit at the sweet spot which made most of the buyers in town visit the fair. The better finished decoration than the last time results most of the participants satisfied as well.
Ian Lin, one of the three founders of SHOWROOM SHANGHAI (SHI TANG), told with confidence ‘The strength in securing good traffic at the right location’.
ONTIMESHOW, its 3rd time show recently beloved because of its careful operations, developed its number of about 150 participants, from 48 at the 1st time . Important buyers came on the first day, but most of the buyers went away to Beijing fashion week because ONTIMESHOW held at the tail of Shanghai fashion week this time. Many participants confessed ‘Though I couldn’t have got better results than last time, the organizer’s selection of brands is highly respected among participants, so I want to join next time again’.
THE HUB, based in Hong Kong for 2 years has moved into Shanghai from this season. HUB gathers around 40 brands from all over the world, but the venue and timing were fairly distant from the center, it ended up a faint result.
Two showrooms, ALTER and DFO with over 50 brands in each drew their clients to its cozy warehouse in Xin Tian Di and its skyscraper at the bund. Other showrooms mainly joined MODE as the place of dispatch.
Besides only few international buyers from say I.T, Lane Crawford, Opening Ceremony, H. Lorenzo and 10 Corso Como, over 95% of the total buyers from every Chinese local cities, lead by the edgiest store Dong Liang, ordered massively in total. Regarding brands’ reputations, higher at ONTIMESHOW, as usual at SHOWROOM SHANGHAI (SHI TANG), MODE ripened.
We need to look intently how those shows will go since the next locations and dates of all the shows have not yet decided at the moment.
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TrunkShow – Building Asian Fashion Communities
by Open-Clothes Inc. in Asia/Tokyo