Bigger, better, more creative: Hong Kong's The HUB is back

INTERVIEW_ The HUB, Asia’s first invitation-only, branded fashion trade show is gearing up for its second show, to be held from February 25th to 27th at Asiaworld Expo in Hong Kong. This year, 150 international fashion brands have been selected for the event – an increase by 50 percent – among

them Y3, Adidas’ collaboration with designer Yohji Yamamoto, Barbour, Desigual and Moschino.

The brands will meet thousands of targeted visitors from the Asian retail sector, the media and a

line-up of exhibitors looking to launch, develop or expand their businesses in the region. Among the buyers at last year’s show were representatives from Harvey Nichols, Lane Crawford, Li & Fung, Richemont and many others.

Great expectations for The HUB 2014

“[We] had a fantastic show, and it was great to be part of the inaugural event. Truly great organization and a show that really connected with the region and all it has to offer. We look forward to the next one,” enthused Alex Eskeland, CEO of Swims after last year’s show.

For this year, expectations are high and The HUB will be able to welcome many newcomers: “I’m excited to come to THE HUB and especially to Hong Kong because it’s my first time there and lot of people told me it’s the place to be! We want to develop the brand in Asia and we are sure to do good business - that’s why we decided to come,” stated Farid Menai, in charge of marketing and communication for Parisian label Eleven Paris.

Following the success of the first edition, The HUB’s four custom sections remain the same: History for brands with “true history and a story to tell”, Street for urban streetwear, Contemporary for emerging, promising brands and Indigo for denim brands and jeanswear. New is Greenhouse, a section that, as the name suggests, aims to be a “global incubator for design talent”. Thus, it is dedicated to young, progressive labels from across the world. Among the 50 featured designers will be creative labels such as Juma, PPQ, Jean-Pierre Braganza, Belle Sauvage, Forever Unique, Three Floor and Violet Darkling. “We look forward to participating in the Greenhouse. It's a great way to reach out to Chinese companies as well as international participants in a well curated show,” commented Jamil Juma from Juma on the new section.

FashionUnited wanted to know more about the origin of the show and asked The HUB’s founders Richard Hobbs and Peter Caplowe what’s new in 2014, what international visitors can expect and what advice the veterans of the Asian market have for brands and retailers starting out in this exciting growth market.

FashionUnited: What prompted you to start an invitation-only trade show for fashion brands?

Richard Hobbs/Peter Caplowe: We recognized a gap that existed here in Asia. This is the most exciting, fastest-growing consumer market in the world, the center of production for fashion and, increasingly, the birthplace for a fascinating set of fashion brands. But here are no serious fashion weeks or trade shows in the region. Trade fairs play an integral role for both medium sized and rising brands looking to expand. We wanted to give these brands and designers a forum.

FU: Given that you are both not from Hong Kong originally, what made you choose the city as a location?

RH/PC: We've both been based in Asia for upwards of twenty years and in Hong Kong for much of that, so it is where we operate best. More importantly, we see Hong Kong as the natural center for Asia's fashion industry. Tokyo did not succeed in becoming a global player; it’s too insular. China's major cities remain a bit tough from a logistical perspective. That said, Hong Kong sits right next to the Mainland, the most attractive single market for most brands. This is a great place for foreign brands to meet Chinese retailers. Getting to any of the major metropolises of Southeast Asia is also a breeze from here. We believe that Hong Kong has everything it takes to sit alongside Paris, New York and the other major fashion capitals and we are proud to be playing a role in making this come to fruition.

FU:

Compared to last year, what is new at the HUB? Has the event grown as much as you thought it would?

RH/PC: The HUB began as a marketplace in which international brands could meet Asian retailers, and this remains the number one purpose. That said, with the kinds of exhibitors coming to the second edition of The HUB, we see an important and fast-growing role being to bring Asian brands to buyers from the region and beyond. Bringing Asian branded fashion to the world is now a very important part of our mission. There's much that will be new at this show. There's a new section called the Greenhouse that has the express purpose of giving exciting young brands from around the world a showcase. We are also emphasizing spurring growth of multi-brand retail across the region – the lack of it remains an impediment to growth – through seminars and models of how such shops can look.

Much has happened since the first show. We are happy to now have as a partner in ITE Moda, operators of Scoop International, Jacket Required, Moda and Bubble London. This enables us to think both bigger and more long-term. Like last time, there are going to be big parties, fashion shows, interesting collaborations and a lot of deals signed. More than a trade fair, we are creating a new community and a fashion capital.

FU: What

advice can you give European brands and retailers looking to set up shop in Asia?

RH/PC: I think most have realized that East and Southeast Asia consumers are no longer merely obsessed with obvious labels and crass displays of wealth. These are fascinating, highly diversified, consumer markets with more potential than anywhere else in the world. The problem is the amount of time and effort needed to succeed. Ample market research is necessary as are contacts with a variety of key players. Getting past the impediments created by import taxes and other restrictions mean people need good advice and dependable partners. Knowledge of the various regions and countries from the perspective of everything from climate to business practices is essential for positioning products correctly. Educating the market is also very important. Customers here are thirsty for a good story and highly value authentic brands with a real heritage.

Photos: The HUB 2013