The pandemic has raised environmental concerns amongst Chinese consumers The recent McKinsey Global Institute report ‘Seven segments shaping China’s Consumption landscape’ highlights the growing trend of ‘eco shopping’ amongst Chinese consumers who are willing to pay extra for sustainable products. To explore growing eco-awareness, China’s designer brands are using ecological, recycled or waste materials in their new collections. Some of these collections will be showcased at the ‘Green Fashion Zone’ in upcoming Chic Shanghai exhibition.
To be held from October 9 to11with 487 fashion and lifestyle brands in the National Exhibition & Convention Center, the Chic Shanghai exhibition will showcase products in encompassing menswear, womeswear, kidswear, denim, shoes, bags, accessories and streetwear. In all, 76 designer brands will showcase in three halls spread over on 53,000 sq mt.
Sustainability the dominating theme
One prominent collection at the exhibition is the collection by designer Venus that combines various elements from streetwear, workwear and sportswear.
To be presented in the Impulses designer area, it features handcrafted innovative crochet techniques and fabrics. It will focus on the use of recycled elements such as leather, ribbons and barbed wire.
Sustainability will dominate all collections presented at Chic Shanghai. Kidswear brand Cofna will showcase a collection made from yarns created with recycled PET bottles while Jore Baudry’s womenswear line will focus on slow fashion. Menswear brand Kashiyama will highlight the recycling initiatives it has undertaken for the last 15 years.
Chic Digital to launch new programs
The Chic Digital zone will award companies meeting the criteria of sustainable production in cooperation with the media publisher China Fashion and WWD. It will expand its digital tools and social media networks by introducing new programs and services. One such program to be launched is the WeChat Mini Program that has integrates trade fair's e-catalog directly to coordinate the interests of the business partners. The functions of the mini-program are continuously being expanded with new developments and networking opportunities.
Finding the right partner
The fair will hold 36 matchmaking events enabling brands to find the right partner in Chinese fashion business on site. The Match-Making Zone will house brands including Folli Follie, Cocoon, Mo & Co, Eland, tanni, Versino, etc., online brands such as Elephant and Giraffe, Ayuko Studio, SunDayMerry, Artist Hui or Eggka. It will also feature e-commerce platforms such as Little Red Book, JD, Dou Yin (TicToc), Wang Yi Yan Xuan or Shein.
The share of e-commerce in China’s fashion business is expected to rise to 83.5 per cent by 2025, predicts Statista. The latest GlobalData report too states online fashion industry in China is projected to grow to $285,981.4 million through 2025. The report attributes the robust growth in e-commerce sales to COVID-19 pandemic. It estimates fashion sales in China to reach € 340,000 million. The Chic Shanghai exhibition hopes to tap this growth opportunity by building bridge between the fashion industry and the trade of supply and demand. It will offer participants an overview of current market developments and trends, says Chen Dapeng, President China National Garment Association and Chic.
