Insight Into The Four Major Trends Of China'S Local Fashion Industry: "Gorgeous Ambition" From The Shanghai Fashion Week MODE Costumes Exhibition

October 14th, four days of 2019 spring and summer

(hereinafter referred to as "MODE Exhibition") came to a successful conclusion.

As the chief co operative media of Shanghai fashion week MODE Shanghai costumes exhibition, through the first line of follow-up, we collected and collated direct and authentic feedback from the Showroom directors, exhibitors and buyers, and based on this, we combed the four major developments in the development of China's local fashion industry.

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Accessories category demand growth

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Small and medium overseas brands accelerate to enter the Chinese market

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Fashion consumption gradually rises in Northwest China

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The proportion of commercial retail buying continues to increase.

2019 spring and summer Shanghai

The 488 brands from 25 countries are assembled one stop.

During the period from October 11th to October 14th, the total number of people attending the exhibition was 9925.

Already the eighth quarter of the Shanghai MODE exhibition is more professional in organization, and more mature in planning, lighting, moving line, reception and so on. In this exhibition, the LOFT structure is added to the exhibition hall, and the brand partition is more obvious. At the same time, a professional platform for communication and cooperation has been set up for more people, buyers, retailers, designers and brand founders.

This season, MODE also joined hands with Shun Feng to jointly promote the concept of fashion and environmental protection, and make its "Feng BOX shared circular express box" as the official designated logistics partner of MODE exhibition.

Accessories category demand growth

In this year's "MODE Exhibition" all exhibitors brand, accessories category increased significantly, accounting for more than 30%, TANC Showroom Showroom launched the jewelry area, bringing together the accessories brands from Italy, China, Korea, Spain and other countries.

Showroom, which specializes in fashion jewelry, has brought 40 jewellery brands from 6 countries to participate in the exhibition.

The number of brands is far ahead of the first session, and the amount of reception and order is far greater than that of the first session. "We did not receive orders in the first session. Now we have become a large Showroom with a large quantity of orders and orders."

Former Hongkong ARTINI (Ya Tianni) group CEO, as well as accessories designer platform JAT Showroom Showroom, director Li Jun has been in the accessories industry for more than 20 years of light luxury brand management experience, she said, "in the past 2 years, more clothing buyer collection stores began to pick up accessories, hoping to add accessories in the store, this is a very obvious change."

In the past, there were few accessories in clothing shops because they thought accessories were difficult to match and display.

Zhao Lijin, the chief designer of the accessories brand Atiler J.FB, who was founded in Paris, is the fourth time to attend the MODE exhibition. She believes that with the improvement of internationalization, domestic women can see more foreign women's fashion mix and match in international travel, and their aesthetic appreciation has also improved.

"The clothing buyer's collection shop hopes to expand the accessories category, so that the product of the collection shop is richer and the product line is longer."

Founded in Shanghai in early 2017.

Although the main category of clothing, but since the beginning of the establishment of the accessories category: MMAGPY, PHYY.1617 and The Hatton Jewellery.

Partner Chen Weiqing disclosed that this is because they found that the cooperative clothing buyer shop itself has demand for accessories, so the corresponding Showroom also needs to actively look for the accessories brand that matches the location of these buyers.

Gao Yan, deputy general manager of CHICCO MAO&WEEKFAN, the clothing and Jewellery Co brand, also mentioned that the clothing brands who came to buy clothes wanted to expand the accessories category, especially the clothing brand of "Gao Ding".

Small and medium overseas brands accelerate to enter the Chinese market

Overseas brands in the "MODE Exhibition" have increased significantly this year.

The second "Style Routes to Shanghai" has been developed by ITA (Italy Foreign Trade Commission), Confartigianato and WHITE Milano, and 18 Italy brands are assembled in space.

ITA Trade Commissioner Valentina told "ornate ambition", "these days the volume of traffic is very large, and the number of visitors to Italy jewelry brand DELFINO FERRARI at the entrance is the highest."

According to Valentina, the 18 Italy brands are mainly contemporary styles, including different categories and positioning.

She observes that Chinese consumers are more inclined to brighter and brighter products, and jewelry prefers traditional classics, with soft and soft clothing.

Half of the Showroom paradise is a brand from overseas. In the view of Ma Xiang, founder of no paradise, "overseas brands, especially those with more developed brands abroad, are more able to balance design and market, make pricing more reasonable and understand buyers' needs better."

Ms. Zhao, the buyer of women's clothing buyer from Hangzhou, is the third time to "MODE Exhibition". Compared with the previous few seasons, her biggest impression of this season is that overseas brands are more abundant. Among them, many Japanese brands of XIN TOKYO Showroom impressed her deeply.

Shandong's Rizhao Vitoria fashion club buyer's shop principal lady Jiao is the fourth time to participate in the "MODE Exhibition". She also mentioned that the proportion of foreign brands increased.

Comparing the previous season's bulk cargo, she will increase the order volume this season.

Fashion consumption rises in Northwest China

When it comes to the feeling of receiving a buyer, Li Jun, JAT Showroom director, especially mentioned that there are many from Gansu, Shaanxi, Inner Mongolia and even Xinjiang in this season.

Buyers gather shop, but on the contrary, East China is relatively stable or even less.

Li Jun speculated that this change is mainly due to East China.

The buyers' stores are maturing, and the northwest stores have just begun to emerge or upgrade.

He Min, the founder of the Modern Museum modern museum, also said, "there are many buyers in the two or three tier cities, even more than the buyers in the first tier cities."

Accessories Showroom no paradise founder Ma Xiang is also the same feeling, "two or three line city buyer shop will be more, especially a lot of lifestyle collection shop."

Atiler J.FB director Zhao Lijin said that this season came from Zhengzhou, Xi'an and other two or three lines of city customers, it can be observed that female consumers in the northwest city hope to wear more fashionable, in addition to a special counter in Shanghai K11, she also hopes to expand the offline shop to the northwest region.

Two purchasing leaders from Zhengzhou Bobo commerce and Trade Co., Ltd. told us that this is the first time they have come to the "MODE Exhibition". Zhengzhou consumers have accepted the designer's brand to a higher level.

The proportion of commercial retail buying continues to increase.

He Min, founder of the Modern Museum modern museum, is now working with Tianjin's Department of store. She has received many shopping malls at the fair.

Zhao Lijin, Atiler J.FB director, also mentioned the reason why jewelry brands are favored by shopping malls: "jewelry like designer brands like us, enter the mall advantage is occupied by a small area, liquidity is strong, after entering the house is very effective, so many traditional department store attention.

On the one hand, the traditional department stores can make designer's brand business with the remaining area after lease, save the area of the leasing business, and on the other hand, replace the frequency quickly, so that they can move to other locations in the market at any time.

At every MODE exhibition, we saw the optimization.

Kate Zhou, founder of Kate Zhou Showroom, especially lamented the participation in the "Mode Exhibition" every quarter, and felt that the organisers' organizational level was getting closer to the international level.

Accessories Showroom no paradise every season to participate in the MODE exhibition, in the view of its founder Ma Xiang, MODE passenger flow is accurate, home atmosphere is strong, with big buyers to negotiate very advantageous.

Ms. Tang from Shanghai just wanted to set up her own buyer's collection store. She revealed that she was the first time to come to the Mode exhibition. It was also because of her friend's recommendation that she came to "Mode Exhibition" to learn more knowledge about the industry.

The two purchasing managers from Zhengzhou Bobo commerce and Trade Co., Ltd., though they first came to the "Mode Exhibition", feel that for the first time, they feel that the number of exhibition brands is very large, and the overall impression is good.

He Min, the founder of the Modern Museum Modern Museum who participated in the Mode Exhibition for the third time, thinks that the results of several exhibitions are good. There are 2~3 orders on site every day, with orders ranging from 10 thousand to 50 thousand.

In addition, she also mentioned that the hardware facilities, entrance display and lighting ambience of "Mode Exhibition" were well set up this season.

Zhao Lijin, director of Atiler J.FB, said that there were not many exhibitions suitable for designer brand in China, but the overall quality of Mode exhibition and buyers' quality were relatively better, and the number of buyers was also more.