Chic will have new look for Shanghai debut

By

Bruno Joly

Published
Mar 10, 2015

Long inseparable from Beijing, Chic has left the Chinese capital to be held for the first time in its history in Shanghai from March 18-20. Its debut may see the participation of new buyers.

"When the show’s move was announced, I was a little wary. Now I confess that I’m interested in seeing what happens. The transformation of retail in China, with the significant development of multibrands, will attract a new clientele that will make the trip more easily to Shanghai than to Beijing," said Gerard Rudin, head of the French federation of women’s ready-to-wear for China.

In any case, the numbers are already impressive. Chic will be held in conjunction with Intertextile in the new Shanghai Exhibition Centre, which encompasses 1.1 million square feet. Through a partnership with The Micam, Chic will host the Italian footwear show’s Chinese edition, which will also include apparel. The latter has adopted the name theMICAMshanghai & Italian Fashion @ CHIC. 

In total, 1,042 exhibitors and over 100,000 visitors are expected. Foreigners will account for 42% of exhibitors. The French pavilion, Paris Forever, will bring together about 35 brands, including Redskins, Pause Café, Indies, Derhy, Stella Cadente, Fuego... The Germans will feature 22 brands such as Gerry Weber, Annette Görtz… but the big news will be the show’s organization. Chinese organizers have gradually developed a segmentation that is more fashion-oriented. 

Buyers will be able to visit In Signature (influential Chinese brands), Prestige for men's fashion including Bespoke for tailor-made menswear, Urban View for casual wear and sports, New Look for womenswear, Secret Stars for accessories, Impulses, which brings together young designers, Heritage (leather, fur, outdoor), Kid's Parade for children's fashion, Future Link with new technologies, and Fashion Journey for international pavilions. 

Successful or not, Chic will also be celebrating its first summer session this fall. The show has been held for over twenty years only once a year. This time, it will also be held from October 13-15.