Chic excited to incorporate Pure Shanghai for October 2015

Chic, China's biggest fashion trade show is set to continue renewing it's platform following it's move to Shanghai this season by entering a partnership with Pure Shanghai, organised by i2i Events Group.

The move comes after Chic hosted its 23rd event last week at the recently constructed National Exhibition and Conference Center (NECC) in the Honqiao District of Shanghai, alongside with trade event China International Trade Fair for Apparel fabrics (Intertextile), China International Trade Fair for Fibres and Yarns (Yarn Expo) and show-in-show PH Value for the first time.

"We are extremely excited to be partnering with i2i Events Group to help deliver the Pure Shanghai concept as part of Chic," commented Chen Dapeng executive Vice President of China's National Garment Association (CNGA) on the new partnership. "We have been impressed with the initial steps Pure Shanghai has made into the Chinese market and believe that we can now create the fashion destination for the growing retail industry."

Chic and Pure Shanghai to create new "fashion destination" for China's growing retail industry

As China's largest fashion trade event, Chic aims to continue integrating both national and international brands within an exhibition-in-exhibition following the integration of the Micam Shanghai and Italian fashion at Chic this season, which saw the Italian trade agency, Fiera Milano, Sistema Moda Italia and Ente Moda Italia exhibit selected Italy fashion labels within the trade fair event, another first for Chic.

The new partnership between the two trade events aims help boost visibility for the recently launched Pure Shanghai, which hosted its inaugural event in 2014, as a "trusted platform" for international womenswear and accessory brands from outside of China as well as aiding Chic in attracting a growing group of both local and international visitors. Chic also aims to adapt to China's new economic norms and strives to "satisfy enterprises' multifunctional requirements", which include "commercial matchmaking."

Speaking to Ivan Lau, Managing director for Hong Kong based women's wear label Anjaylia, at the trade fair, he revealed to FashionUnited that he previously attended Chic in the past in Beijing and admits he would have preferred the trade fair remained in its former location, despite Shanghai becoming the self-proclaimed capital of fashion in China. "The move from Beijing to Shanghai has reduced our chance of being able to show again at other trade events in Shanghai," he explained.

He added that it affected the label's other opportunities to visit other fashion events in the area, which are usually held around the same time. "Despite the move though, Chic is really a must attend and exhibit event for us, as there are big opportunities to be found here for Chinese brands and designers alike," Lau said, adding that he will most likely attend Chic's autumn edition as well.

However, in the past he chose to attend Chic over Pure Shanghai, despite the latter being newer, because of Chic's established reputation. "Plus Chic is more likely to attract more footfall and traffic." According to him, the new partnership would have a positive effect on Chic as he felt that Pure Shanghai was slightly "more organised" than Chic. "They know their stuff." But Chic still has the stronger, more established name in the industry, which is more likely to attract the buyers and visitors Pure Shanghai was missing last season, notes Lau.

Former visitors and exhibitors who attended Pure Shanghai last season added that the trade fair brought British and international labels to attention of local buyers who may have not had the opportunity to work together otherwise. Yilei, Manager of Shanghai store Xinlelu.com, commented: "We met jewellery brand Melissa McArthur at Pure Shanghai 2014 and started to work together afterwards. It is great that Pure Shanghai could bring in British and overseas brands which fit exactly into our brand portfolio. We hope the next event will be bigger and provide us with more brand options."

Chic is set to hold its autumn/winter edition with Pure Shanghai at the NECC from October 13 to 15, 2015.

Photos: Press Conference at Chic 2015, Pure Shanghai 2014, Anjaylia at Chic 2015