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Chinese buyers create positivity at Milano Unica

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Milano Unica VII successfully concluded at the National Exhibition and Convention Center, Shanghai. Correlated exhibitions including Intertextile with Milano Unica and Chic with The Micam Shanghai & Italian Fashion @ Chic were also held simultaneously.

The exceptional number of visitors attending the various events was the result of a synergy developed between these impressive fashion trade shows featuring raw materials to finished garments. The Italian fashion network benefitted from the debut of finished clothing  and footwear products inside Chic, accompanied by Milano Unica for the textile-accessories division, through the coordination between the Ice Agency, and the economic and institutional support of the Ministry of Economic Development.

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After seven editions, the event is considered an essential point of reference. “The combined presentation with the fashion production chain is an example of the importance of creating a valid network, especially when it comes to distant markets,” said Silvio Albini, President of Milano Unica. 

A total of 104 exhibitors displayed their offerings to 3,500 select visitors, the figures perfectly in line with the S/S edition held in March 2014. The Chinese market, is continuously evolving and currently undergoing a period of adjustment following the introduction of ‘new normality’, a result of the anti-corruption law passed by the government of  Xi Jinping, welcomed Italian textiles and accessories with a new outlook. Following the constant growth in sales, a temporary halt in exports, especially for the woolen division had begun to worry Italian entrepreneurs operating at the initial phases of fashion production. However, after numerous seasons of overstocking, Chinese buyers showed a growing need to source fabrics.

As forecasted by experts at Bain & Company, the slowdown affecting the woolen division is expected to diminish, and export should become stable or even show signs of growth, thanks to a recovery of the ‘uniform’ market. Large Chinese companies that purchase formal outfits will create an important opportunity for classic-formal production. Italian firms are now witnessing change in the buying behavior of Chinese consumers, who are now moving to upper casual and sportswear products. This new tendency has motivated designers to innovate.

The passion of Chinese designers is demonstrated by special attention to exclusive products and services that only the Italian textile network is able to offer, like innovation, research and taste, that too in limited quantities. The Asian giant now seems to prefer small amount of unique products. Despite economic changes, the country's potential for growth is still very high because of the rise in purchasing power of the middle class consumers.

 
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