World Clothing Exhibition: What Should We Learn?

Professional exhibitions are a process of walking and understanding. The organizers will constantly modify their goals in the process of organizing: what to bring to exhibitors and what to bring to the industry.

"Sorry, we only open to European agents!"

"Sorry, we haven't set up general agent in Asia yet."

"Please don't take photos!"

"Sorry,..."

This is the most heard voice of Blue International President Li Kai Luo in January PITTI UOMO men's Wear Exhibition in Italy. "All the refusal to us seems polite, but I always feel the same meaning - we refuse to see Chinese people!"

This reminds him of the situation in 2003 that he visited the clothing exhibition in Florence with a number of famous clothing brands.

"As soon as I entered the exhibition hall, I discovered that they almost carried all the advanced spy devices, such as mini cameras and micro cameras, without exception. When you encounter a good style, you can't buy it, but you can't buy it. It's no laughing matter. The fitting room has become a studio. Some highly vigilant stands refuse to try and wear the spirit of Chinese learning. They can even use notebook to record all the information they want. I am amazed by its amazing learning ability.

Is our ability to learn on the "copy copy"? What should our organizers and exhibitors learn from the world clothing exhibition?

Exhibition atmosphere

The level of exhibitors determines the level of exhibition.

PTT exhibition is the largest professional exhibition of men's wear in the world. The world's most famous men's clothing brand is gathered here every year. On the one hand, it is the promotion of brand new image. By looking at their booth, you can know the brand new concept this year. On the other hand, the PTT exhibition can be regarded as a "riot" of the whole world men's clothing products. From the exhibition, we can see the core color of the new year and the change of product style. The effect of the exhibition is not only reflected in the volume of turnover, but also an inspiration and drive for the industry. It will give visitors a very big touch in clothing technology, color popularity and so on. The level of exhibitors determines the level of an exhibition. Every year, the PTT exhibition will have some international famous brands. These brands will give people new surprises every year. They will be wrapped up in glass or built in the shape of the castle. Xia Hua, President of Yiwen Group Co., Ltd. is very impressed with the PTT exhibition of the world's top men's Wear Exhibition.

She hopes that domestic exhibitions can make the real brand in the market. "There are many high-end brands in the market that do not participate in the exhibition. There will be fewer and fewer professional spectators. The intention of the exhibition is very important. Now most brands have turned the exhibition into a means of joining. I hope that the exhibition will become a fashion vane in the future, and the brand with genuine voice can participate in the market.

At the same time, she looks forward to the exhibition giving more opportunities to different types of customers: "at CHIC, some of the stands are always the same brand for many years. There is no change. We hope to give some opportunities to the brand new designers and fashion brands. If the exhibition has bright spots, we need new ideas, and new brands will add fresh elements to the exhibition. I hope that those new designer brands can take the initiative to seek opportunities, and also hope that the enterprises that specializes in products can be increased, and every year there will be new bright spots for professional viewers and brands to pay attention to.

Spectators also need professional qualities.

Another difference between domestic and foreign fashion shows is audience composition. Foreign business development is relatively mature, basically no casual audience to see, are invited, with a strong purpose.

Fang Fang, who worked for years in Pierre Cardin, France, returned to China last year to become the head of Pierre Cardin China. The biggest difference between the two exhibitions is that of people. She describes that during every PV exhibition and fashion week in Paris, many fashion people gather in Paris, whether they are exhibitions or streets. They see very fashionable costumes. People also regard these ten days as a grand event, and the whole city is filled with the taste of fashion. The exhibition in China is still a place for businessmen to gather. Although the clothing of the exhibition should reflect some fashion elements, neither exhibitors nor visitors will care much about their costumes.

"Human factors play a decisive role in the grade and taste of the entire exhibition. This should be closely related to the whole country's fashion atmosphere and the purpose of brand participation. France is the world's fashion hall. The exhibition and fashion week attract famous brands and designers from all over the world. The future trend of clothing can almost be captured here, and China's exhibitions are more about the platform for brands to absorb franchisees. Fang Fang said.

The French school has participated in the German CPD exhibition. Zhou Shenghuan, deputy general manager of the French Ministry of foreign trade, has also visited Italy Pitti uomo and the magic show of the United States. Zhou Shenghuan's feeling is that these exhibitions are very professional in organization. No matter whether they are attending or visiting, they are more professional and demanding for audience. Not professionals will not let you in. When entering, there are few congestion, queuing and a large number of people filling in the form, even if they want to fill in the form quickly.