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The inside scoop on CHIC Shanghai Spring 2016

By Vivian Hendriksz


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"China is the best market, a huge market, but brands need to find the right way to succeed here," said Chen Dapeng, Vice President of China National Garment Association at the 24th edition of CHIC, China's largest, international clothing and accessories fair. Currently in its second year at its new location - the NECC trade fair center in Shanghai - CHIC sees itself as the fashion 'weather-vane' to help guide both international and domestic brands in China.

"CHIC has been better than expected, for both international and chinese companies," continued Dapeng, who noted that participating French brands and Italian brands were especially pleased with the results they achieved at CHIC this March. In order to learn more on what both domestic and international visitors think of CHIC and hear more on their experience, FashionUnited attended the trade fair, which ran from March 16 - 18 and has gathered a series of impressions below.

Uwe Budemann, director international sales for German brand Fraas

"There seems to be more qualified retailers attending CHIC this year compared to last year. Chinese buyers really seem to appreciate Made in EU brands, which is a key driver of their appeal in my opinion. It also makes them less resistant to higher prices."

Emma van Straaten, designer for Dutch brand Voyar

"This is my first time abroad visiting a trade show and it has been very busy at CHIC. We have received a lot of interest from Chinese buyers and retailers - people seem to come here to buy. I think that is a good variety of brands showing and that we are all very different from each other, but that's a good thing in my opinion."

Quoqing Wang, general manager for Chinese brand Nine Wayhouse

"We came to show at CHIC because it is a very famous and important trade show for the fashion industry in China. It is our first time showing at any trade show and I think CHIC is a good place to share our brand direction, gain more brand visibility and brand presence in China."

Jelle van der Zwet, co-founder and director of Dutch brand Opposuits

"I heard that CHIC is one of the best trade shows for the domestic Chinese market and it certainly seems to be true."

Ivan Lou, managing director for Chinese designer brand Anjaylia

"We have to come and show at CHIC as it is the biggest fashion trade event in China. We have shown already 4 or 5 times at CHIC and I think that brands who do not exhibit at events like CHIC are more likely to be forgotten or looked over by local buyers and retailers."

Adrienne MacAklay, sales manager for Scottish brand Ness

"Our first time at CHIC was good, our second time was better but the third time has been the best so far."

Howard Delaney, agent for apparel firm Li&Fung

"CHIC is a great trade fair for us to attend and it is giving up plenty of options."

Jurgen Heerkens, sales manager for Dutch designer brand Marcha Huskes

"There are good visitors here, who know quality and can recognise it and know what they are looking for, which is great, as well as others."

Helen Lambert, business development manager for UK brand Vendula London

"Pure Shanghai really feels bigger and busier this year, there feels like there is more of a buzz and a positive vibe in the air this time. It is definitely busier than last Octoer and it seems to be going from strength to strength."

Willy-Liu, president and general manager of Shanghai Xiongyi Apparel

"I am coming to CHIC since many years. I always receive here new inspiration and discover every time new brands for my business."

Iby Csanyi Fritz and Maaike Bartman, co-founders of Dutch brand Bolya

"We feel really confident at CHIC and are really happy to start with a bang. Although the Dutch stand location is poor, it has still been an amazing experience for us!"

Rahmina Mohamed, founder of British designer brand Raah

"The second day of Pure Shanghai has definitely been better than the first. I have made good potential contacts. The trade show is a bit different this year compared to last and there seems to be more of a variety of buyers coming to visit, which is great."

More on Chic Shanghai Spring 2016? Watch: CHIC International Fashion Fair Shanghai videos

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