Different Voices: How Do Foreign Exhibitors Evaluate CHIC2014 Overseas Exhibition Hall?

China International in ~29 March 26, 2014 clothing Clothes & Accessories Expo (hereinafter referred to as CHIC), overseas exhibition area is a major highlight. Brands from Italy, France, Germany, Austria, Peru, Korea and other countries participate in exhibitions by way of exhibition groups or individuals. Reporters almost ran through all the exhibition groups, interviewed many people in charge of the exhibition group and representative brands. Designer And they left a deep impression on them. In these exhibition groups, the German Pavilion was "laughing little" as always; the head of the Italy pavilion was full of confidence and full of "business classics"; the French Pavilion shouted politely and enthusiastically at the reporters, "come and interview me"; the Turkey exhibition group is most strict in requirements, no matter what the guest's status is. clothes Take pictures... Now, let's listen to different voices from different countries.

Turkey exhibition area

Mustafa SENOCAK head of Turkey Pavilion

Turkey fur is better than quality.

This year is the first time Turkey fur brands have participated in the CHIC exhibition as a team. The Turkey pavilion has specially invited the designer Hatice Goekce to design a series of works for this exhibition.

In Turkey, there are more than 1300 enterprises engaged in fur production. This time, there are about 50 brands exhibiting. Although the Chinese market is more familiar with Russian fur, compared with Turkey, Russia is only one of the fur consuming countries. Turkey is the largest country with the largest fur production and the best fur quality in the world.

Some enterprises in China began to carry out fur design and production in more than ten years, and the fur industry in Turkey has nearly 100 years of history. Whether it is design or quality, its level is at the forefront of the world. In addition, the production and processing plants in Turkey will strictly supervise and control the fur processing process, and the production process is safe and harmless, and very environmentally friendly.

　　 Hatice Goekce Turkey Designer

Turkey's design is integrated with Eurasian style.

8 years ago, designers in Turkey took part in different activities in their personal capacity. In order to change this situation, we co founded the Fashion Designers Association and wanted to show Turkey's fashion concept to the world in the form of a group. This time, I designed a whole series of fur works for CHIC2014 on behalf of the association, bringing the most creative fur design to the Chinese market, hoping to take this opportunity to receive orders from China and integrate conceptual design into products.

It has a direct relationship with the geographical location across the Eurasian continent. Turkey's design style emphasizes innovation, but pays more attention to integration. Designers like to integrate Asian and European styles and create a unique Turkey style.

　 Italy exhibition area

Lai Shiping (Antonio Laspina) chief representative of China Italy Regional Coordination Committee

Italy fashion influences China

At this year's CHIC2014 exhibition, nearly a hundred Italy brands came to participate in the exhibition, covering an area of 2500 square meters. When the Italy Pavilion chooses its brands, it attaches great importance to meeting the overall needs of Chinese consumers, from fabrics, knitwear to leather goods. shoes There are all kinds of products.

At present, China has become Italy. Spin Therefore, the clothing enterprises in Italy are also very concerned about the Chinese market. After more than ten years of rapid development, the consumption concept of Chinese consumers has changed from "choosing only big brands" to paying more attention to the texture and connotation of products.

As we all know, Italy fashion apparel products are very fashionable, but this fashion is more subtle, elegant, not very personalized, color is also biased towards Yu Rouhe, do not jump. All these characteristics are similar to Chinese aesthetic standards. In addition, whether in design, raw materials or in production and processing, Italy enterprises have a very persistent pursuit of quality. There are many exhibitors in the Italy Pavilion. They are small in scale, but they can cooperate with the international first-line brands, because the fabric they produce or the production process are unique products in the world.

I have lived in China for more than 10 years. According to the observation in the past 10 years, I find that the fashion outlook in Italy has a great influence on Chinese consumers. For example, 10 years ago, Chinese women consumers were not too concerned about the role of handbags in the overall dress matching. But nowadays, handbags have become an indispensable part of women's dress. In addition, nearly 40% of the foreign brands sold in many high-end shopping malls are made in Italy or used in Italy, and Italy fashion's impact on the Chinese market can be seen.

　 France Pavilion

Gerard Hutino (Gerard ROUDINE), the head of the French Pavilion, the former chairman of the French women's clothing association.

If you want to, you can come to the exhibition.

This is the fifth time that the French women's clothing association has participated in the CHIC exhibition in the form of the Paris Forever French Pavilion.

Last year, the French Pavilion had a good response, so many brands came to China again. This time we invited more than 50 brands to CHIC2014 exhibition, such as Fuego, Pause Caf, Urbahia, Sud Express, Best Mountain and so on. The purpose of the French Pavilion is that as long as the brand has the desire to open up the Chinese market, the pavilion will accept it and bring it to China to attend the exhibition.

　　 Jean Henry Martin, French Fuego brand Export Director

Foreign brands also have "worry".

Fuego brand clothing is produced by factories located in France. In terms of design style and color choice, Fuego clothing is biased towards passion and strong Mediterranean style. The target population of this brand is middle-aged women over 40 years old.

Although we are full of confidence in our brand, we can see that there are so many foreign brands coming into China at the same time that we can't help worrying about the landing of the brand in China. How can we break through from different brands? I believe that brand is always the only way to seek new ideas.

Raphael-Ange PREBAY France PASCAL PIVETEAU brand executive director

Longing for brand to take root in China

The founder of the same name as PASCAL PIVETEAU was originally engaged in the steel manufacturing industry. Suddenly, one day, he didn't know where he got the inspiration and turned into the fashion industry, and he did quite well. In late January of this year, Pascal Piveteau hosted a fashion show in Hongkong fashion week and became the first French person to hold a fashion show at the exhibition.

PASCAL PIVETEAU is a fur clothing brand. Besides having the avant-garde fashion concept, ordinary leather materials can be super elastic after being processed by brand specific technology, and highlight the wrapping effect.

Now, the brand has found partners in Hongkong, Shanghai and other places. This time we came to CHIC2014 in order to "root" in the northern part of China.

　　 Austria exhibition area

Joseph Pyle (Joseph Payr) STEINBOCK brand executive director

What is the difference between Austria design and German design?

This year, the brand from Austria appeared for the first time in the form of exhibition hall at the CHIC exhibition. As a Austria garment brand that wants to enter the Chinese market, we hope that through this exhibition, we can understand China's distribution mode and find suitable partners. STEINBOCK is a high-end fashion brand. With the continuous development of China's economy, Chinese consumers are paying more and more attention to the quality of clothing.

There are many similarities between Austria and Germany in terms of culture and customs. Many people will ask me: "what are the similarities and differences between the design styles of Austria clothing and German style of dress?" I think there are similarities between them. They all attach great importance to the design of clothing in details. For example, many of STEINBOCK's garments are very beautifully decorated in necklines and matching parts. We also use Reindeer Antlers as raw materials, carving unique brand marks and patterns on them, and making buttons on clothes. The difference is that I think the German style of clothing is biased towards simplicity and modernity. Austria costumes are more traditional elements into modern clothing, such as the brand of the alpine dress show, the show is the most traditional Austria costumes. {page_break}

　　 German Pavilion

Margit Jandali German exhibition team leader

German brands fill gaps in China's market

This time with dozens of German brands came to the CHIC2014 exhibition, there are two German clothing industry professional magazine - Textil Wirtschaft and TM Europe. Like many German brands, the two magazines want to open up a new world in the Chinese market. At present, the two magazines intend to gradually open their market awareness by issuing English magazines in China.

The German brands that have come to the exhibition continue to follow the boutique route, for example, the PETER KAISER, known as "the world's best high-heeled shoes", and the MOON Berlin that integrates the luminous products into the clothing.

The highlight of this German Pavilion is that we invited Anja Gockel, a female designer who won the fashion award in Germany. She is also one of the 5 most influential German designers. Anja Gockel not only released a fashion show during the CHIC2014 exhibition, but also brought the same name designer brand Anja Gockel in the German Pavilion.

Many of the exhibitors have come to China for the first time. As an organizer, we will carefully choose the brand of exhibitors. For example, we will strictly examine its business status and see whether the brand can easily undertake the cost of exhibiting abroad, because although the German government will give some subsidies to these brands, most of the cost will be borne by the brand itself.

Germans are very strict and detail oriented, so the characteristics of German clothing also lie in the handling of details. In addition, I find that the famous clothing brands in China are all young people. The market is not very concerned about the clothing demand of the middle and old aged people, while many high-end brands in Germany are targeted customers with middle-aged and above population. These brands can come to China to replenish the "vacancy" in this part of the market.

Korea Pavilion

Pu Changlie Korea Fiber Industry Federation exhibition group leader

Why is Korean brand popular?

Since 2010, the Federation of Korean fiber industries has organized Korean clothing enterprises in the form of Korea Pavilion to participate in the annual CHIC exhibition. At this exhibition, a total of 78 Korean clothing brands came to the exhibition, of which the number of women's clothing brands was the largest, with more than 50. During the screening of participating brands, the Federation will focus on selecting distinctive brands to participate in the exhibition from the representative brand category. Although most of the enterprises are small and medium-sized, they are very confident in developing the Chinese market.

Now, a lot of Korean enterprises have discovered that compared with the Chinese garment industry, many Korean companies are getting smaller and smaller in terms of fabric, craft and so on. The reason why Korean brands are very popular in China is not only that of Korean design, but also that Korean brand has strong planning ability, and has relatively perfect and mature standards. The overall planning ability of Korean clothing brand is excellent.

Compared with the brand style of European countries, Korean brands are more popular with Chinese consumers, and we are all in the "Oriental Culture Circle". Korean brands are also more likely to understand the psychology of Chinese consumers and bring them more design ideas that can be shared.

Since 2000, with the continuous expansion and development of China's domestic demand market, about more than 170 Korean brands have entered the Chinese market, among which there are many outstanding people, such as the famous E LAND. The different brands of the group have already had about 6700 stores in China. However, not all enterprises can be so successful that they want to keep their feet firmly in the new market, and have to experience the process of getting up from many failures, through unremitting efforts and eventual success.