Chic quits Beijing for Shanghai

By

Bruno Joly

Published
Mar 30, 2014

Changes at Chic — the trade fair is leaving the Chinese capital. The show's 2015 edition will take place in Shanghai at the same time as the Intertextile, paring down from four days to three for the occasion.

No doubt the move is sending shock waves through the Beijing fashion world. After Intertextile this year followed Première Vision and also dropped its Beijing edition, now it is Chic's turn to abandon the Chinese capital for Shanghai, confirming our report published Thursday, March 27 in Premium FashionMag. The move is scheduled for 2015.

After 22 years in Beijing, the event will take place next year in China’s more fashion-hub city, already the host location for Intertextile, Interfilière, Première Vision and TheMicam. "We listened to feedback from our exhibitors," said Chen Dapeng, executive vice president of China National Garment Association, the majority shareholder of the exhibition (China World Trade Center and the CCPIT are the two other shareholders).

Chic will also be changing its dates and duration, coinciding with Intertextile in mid-March for three days instead of the traditional four days. Intertextile owned by Messe Frankfurt and Chic will share Shanghai’s new 400,000-square-meter exhibition grounds, expected to be completed by the end of 2014. As a comparison, the new Beijing fairgrounds have only a little more than 100,000 square meters. "These are two independent trade fairs in the same location," said Chen Dapeng.

Chic is of course aiming to increase the number of exhibitors and it may be considering a new organization of the fair. Currently the show consists of national pavilions and segments for womenswear, menswear, childrenswear and leather/fur. The future edition might offer a more European segmentation based on apparel styles.

"There is discussion about how to make the fair more attractive. Retail is developing in China. Before, people came to Chic to find franchise partners or agents. However, the number of multibrands is increasing. We are also going to research how to target more multibrands, department stores and e-retailers," said the head of the fair.

The trade show has only one annual session, and is expected to create a second edition for the spring/summer. The subject is being explored for 2016 or 2017.

As for Chic Young Blood, billed as the young fashion trade fair, it will continue to take place in Beijing in October during Fashion Week. However, the concept has become more of an event for promoting young local brands.