Chinese apparel consumption market is energetic, with obviously potentials, attracting more and more overseas international fashion brands to make their development strategy expanding in this area. CHIC, after 20 years’ development, without doubt, has gradually become one of the right platforms for foreign apparel brands to explore the Chinese market.

 

Through the CHIC platform, visitors can not only understand the vigorous development of the Chinese apparel industry as well as the enterprises, but also could fully gain the opportunities to communicate and exchange with the global top fashion brands.

 

According to the organizing committee, the CHIC exhibition halls would be divided into ten districts: men’s wear, casual wear, down wear, fur and leather wear, children’ wear, fashion and accessories, overseas halls, women’s wear, and fashion originality area. As always, the overseas hall is one of the highlights of CHIC, featuring the on-trend fashion design and unique apparel products from the overseas pavilions.

 

This year, in CHIC 2012, the visitors could find the well-known fashion brands in the overseas hall, such as Rena Lange, Marc Cain，Sarah Pacini, Desigual and Mschino, etc. Furthermore, the CHIC 2012 overseas pavilions would mainly consist of the exhibition districts: the Italian fashion association pavilion, representing the Italian first and second-line designers’ brands; “Milan White” pavilion would highlight the Italian high-class designer’s brands; the ENK gallery would bring American’s top fashion brands to Chinese market; the German national pavilion, French pavilion of Paris Forever, Japanese pavilion, Korean pavilion of Preview in China and the Style Hong Kong Pavilion. In addition, brands from Greece, Israel, Spain, Canada, Belgium, Turkey, and India also would participate into the fair.

 

Besides, during the process of exhibition invitation, CHIC 2012 fully introduced the business model and consumption pattern of Chinese apparel market to the oversea exhibitors, which could help those overseas exhibitors make appropriate adjustment and preparation under such a guideline to operate their business in this specific market, eventually creating more cooperation and development opportunities for both sides. For overseas exhibitors, CHIC 2012 is not only a stage for them to present their designs, but also will be the best matching platform for them seeking cooperation partners in China.

 

In the year of 2011, it was the first time for ENK America to take part in the CHIC fair. The “Cowboy Style” show in the ENK gallery left deep impression to Chinese consumers.

 

According to introduction, after one-year-time of preparation, ENK America has already well-prepared for the coming CHIC 2012 in this March: they not only have optimized the choice of the exhibited brands and the exhibition scales, but also enhanced the supervision of the exhibited products quality and enriched the categories of the exhibited brands. In CHIC 2012, visitors could have a face-to-face communication with those top-end American women’s wear brands. 

　　

China National Garment Association (CNGA) and Camera Nazionale della Moda Italiana (CNMI) signed up a strategic cooperation agreement in 2011, reaching consensus on the cooperation in CHIC2012.

 

As a representative of Italian high-class fashion enterprises, since its foundation, CNMI has been dedicated in the Italian national fashion businesses, promoting the Italian design, garment and top brands of fashion globally. In CHIC2012, CNMI will take numbers of Italian outsdanding brands on broad, which have ever participated in the Milan Fashion Week.

 

“Milan White”, found in 2001, is the strategic alliance with Italian medium & high class designer’s brand, which is held at same time with Milan Fashion Week annually. As Chinese apparel consumption market become more and more important in the global industrial chain, the show organizer of the “Milan White” gradually treats China as the same important market as North America and Italy.

 

Since the exhibition invitation started in last February, “Milan White” strictly screened 340 exhibitors out of a total number of over 1600 companies, where foreign exhibitors reached about 30%. In this March, “Milan White” would lead the Italian stylish fashion trend to the CHIC fair, continuously highlighting its unique characteristics of fashion and design. Despite the league of “Milan White” and CNMI, Italian independent fashion industrial clusters and brands also show enthusiasm to join in the CHIC fair, such as Moschino, the brand featuring fashion and fun,  would take part in the fair independently.

 

The German pavilion, organized by the Messe Duesseldorf exhibition center, would occupy an exhibition area of 1,200 square meters in the overseas hall during CHIC 2012. According to the organizing committee, till now there are 25 German companies with highly fame in the Europe has already confirm their attendance in CHIC 2012, including: Apanage, Betty Barclay, Benvenuto, Cinque, Digel, Gerry Weber, Hauber and Qui, etc. Furthermore, Germany government even provides special funding support to those German companies to exhibit in Chinese market, in order to better present the best quality of “Made in Germany” to Chinese consumers.

 

 

l         Mr. Tom Nastos, president of ENK America

 

A: Apparel has always been an important export for China. I have been travelling to China for 30 years. The Chic show was always representing the Best Fashions in China. The growth has been impressive during the past 20 years.

 

A: The Chic management was always a vet international group. Fashion is a Global business. The Chic management has a clear vision for the Future. ENK shares the same vision.

 

A: ENK launched our first China show with Chic in 2011. It was very successful. We are looking to grow our portion of the show by 300 pct.

 

A: Chic is a Dynamic Show. It's being updated every year. ENK is working closely on merchandising the International Pavilion.

 

We have started with our North American Exhibitor base. This year we are expanding and cooperating with White- Milan and Chic to bring the Highest Level of Fashion to Beijing.

 

A: ENK is a Global Fashion Exhibition Company. Our Exhibitions are in Fashion Capitals. New York, Milan and Now Beijing.

 

Working with Chic has allowed our exhibitors to expand into the Chinese Market.

 

We are also looking forward to working with Chinese Designers. Designers from China should be exhibiting in New York and Milan with ENK.

 

It's really a very exciting time in Beijing. We look forward to a successful 2012.

 

l         Interview with Ms. Courtney Charold, vice president of Department for International Development of Magic Show

Courtney Charold: Having a clear message and brand positioning, merchandized /segmentations, digital access (registration, brand list, etc). 

 

Courtney Charold: CHIC is the only apparel tradeshow in China and well on their way to being the largest International apparel show in Asia.

 

Courtney Charold: I have participated in CHIC three times both as an attendee and International pavilion organizer.

 

Courtney Charold: I feel that CHIC has put in a solid team of leaders and visionaries in place to make CHIC a truly International Platform for brands to reach the Asian market. I very much look forward to watching how CHIC will grow (not just in size but in knowledge and content) over the next few years. 

 

l         Interview with Mr. Jean-Pierre MOCHO, President of the FFPAPF

Jean-Pierre MOCHO: Although there is a worldwide recession, China knows a balanced and important development which will keep on growing slightly but always more and more. It’s important to work on this market by the top of the pyramid starting with the luxury market to the mass market.

 

Jean-Pierre MOCHO: FFPAPF has been observing CHIC since its creation in 1993 and has understood, noticed and analyzed its needs evolution from today to tomorrow. The French companies displaying at CHIC have been supported by us for 3 years.

 

Jean-Pierre MOCHO: We wish that CHIC would stay the leading show in CHINA like PAP PARIS has been for 50 years in France.

 

This show is essential to be a reference to Chinese fashion and consumption. French or international companies displaying in China is a reference for buyers.

 

Jean-Pierre MOCHO: The way Chinese are buying clothes is getting more and more Western. However, this is for a better result. It’s important to keep a balance between its own culture and the imported one; otherwise, the consumer will lose its landmarks.

 

 

l         Interview with Mr. Gerard Roudine, ex-president of the FFPAPF

 

Q: What’s your attitude towards the apparel consumptions market in China, especially during these years?
Gerard Roudine: At the beginning only cities of the first tier were concerned by fashion or imported collections. Today second and third-tier cities are involved. The aggregate market demand is more and more exacting concerning fashion and quality. To accompany this evolution the distribution is changing and becomes nearly identical with the western countries.

Q: When and how many times did you take part in the CHIC fair?
Gerard Roudine: All the exhibitions since 1993. In 2012 it will be the twentieth!

Q: After years’ development, are there any changes for the CHIC fair?
Gerard Roudine: For an apparel exhibition changes are always necessary because fashion is changing, consumers are evolving, distribution is transformed and manufacturers have to look ahead.

Q: What do you expect for the CHIC in the coming years?
Gerard Roudine: CHIC is already an up-to-date exhibition. Now it has to attract more and more international visitors.

Q: Could you give some expectation to the Chinese apparel consumption market in the future?
Gerard Roudine: Consumption and distribution are moving forward together. What I expect is an open market, a healthy competition.