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Fashion retail opportunities in china Your independent and authoritative guide
Pure Shanghai: bringing Contents
international fashion
brands to China
02 Fashion is one of the fastest moving and dynamic provide an invaluable overview of the market and Welcome from Louise Young � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 01 03
sectors of retailing around the world. Combine the many opportunities that it offers. Perspective on the Opportunity � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 04
that with a retail market that offers enormous
Opportunities in China � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 06
growth potential, a rapidly expanding modern The special features underline the extent to which
The Chinese Market - Trends & Recommendations � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 08
retail sector and millions of new consumers and new retailers are emerging within China and looking to
you then have something exciting. And that is serve an increasingly sophisticated and globally aware Modern Retailing takes place in China � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 10
China. To support the launch of Pure Shanghai, consumer. It is therefore important to understand What Chinese Retailers look for: Q&A � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 11
an important new opportunity for international more about the demands of Chinese consumers but Words of Advice from International Retailers� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 12
womenswear brands, i2i Events Group has also the retail distribution network in what is already Protecting your Brand� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 13
commissioned this special report: Fashion Retail the second biggest retail market in the world. What Pure Shanghai (PHP) will do for exhibitors� � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � � 14
Opportunities in China.
There has probably never been such a new market
With contributions from leading companies and opportunity of this magnitude in generations. We
retailers actively involved in the Chinese retail and hope that this report helps you to consider your
fashion sectors, this report is intended to help next steps for your brands in the Chinese market. City classification
china AT A Glance in China
Tier 1
Municipality
Population Beijing, Shanghai,
1.36billion
Guangzhou, Shenzhen
Tier 2
Welcome from Louise Young, Managing
Provincial Capitals (34 Cities)
el
e.g Tianjin, chongqing, changchun,
lev
Harbin, Wuhan, Xining, Xi’an, Chengdu
ic
Gross Domestic Product
Director Retail, i2i Events Group
om
$9.35trillion
on
Tier 3
ec
Prefecture Cities (249 Cities)
nd
e.g Shijiazhuang, Handan, Hengshui, Xingtai, Guilin, Qinzhou,
ea
Nanning, Fangchenggang, Wuzhou, Haikou, Yichang, Turpan
tiv
tra
i2i Events Group is excited to present Pure Shanghai, The ‘Pure’ name, in conjunction with those of our
nis
Tier 4
mi
County Cities (368 Cities)
created to support Western womenswear fashion Chinese partners, gives brands a trusted vehicle
Ad
Total consumer spending 2013 e.g Xiejiaji, Dangtu, Huashan, Fengtai, Xiangshan, Suixi, Feixi, Baohe, Juchao,
brands in entering the Chinese market and offering in which to access this multi-billion pound sector
3.3trillion
Bowang, Guzhen, Panji, Wuwei, Wuhe, Da’an, Tongyu, Fuyu, Tumen, Erdaojiang
them an opportunity to build strategic relationships as they look to open up wholesale, licensing,
with local buyers, shopping malls, department stores,
agents, distributors, franchisers and e-tailers.
franchising and distribution opportunities. $ Tier 5
Counties
e.g Haiyang, Muping, Zhaoyuang, Tai’erzhuang, Zhoucun, Fushan, Rongcheng, Longkou, Qixia, Shanting,
Source: Planet Retail
Yicheng, Anqiu, Changle, Wendeng, Fangzi, Gaomi, Lingqing, Fei, Yinan, Dong’e, Chiping, Guan, Sishui
Our partners at UKTI, WGSN, CBBC and CCPIT Source: Deloitte and National Bureau of Statistics of China
The Chinese fashion market is currently worth a huge TEX, together with the experienced Pure London
£98billion, and by being accountable for 30% of team, bring a whole wealth of industry and regional
the global fashion markets growth over the next five knowledge. This will allow us to fully support
years, it is the world’s fastest growing fashion market. selected brands as they open the door to what is an
extremely exciting and potentially lucrative market. The Chinese fashion market is currently worth a huge
With a complex way of working compared to the
UK and other European countries, the Chinese retail The strength of these organisations coming together
£98billion, and is accountable for 30% of the global
structure can be a challenge and this report highlights for one event will create the region’s major fashion fashion markets growth over the next five years
the routes to market, advice to ensure a successful trading hub in Shanghai.
launch and what retailers are looking for from an Louise young MD Retail, i2i Events Group
international brand.
An unrepeatable Retail Predicted economic performance, 2012-2018
opportunity Total consumer spending $6.3
trillIon
$5.5 ($4,488
per capita)
$4.8 trillIon
($3,976
$4.3 trillIon
($3,520
per capita)
$3.8 trillIon per capita)
($3,116
04 Frank Wei, Managing Director for Consumer, Industrials and $3.3 trillIon per capita) 05
Total consumer spending
Services at investment firm Warburg Pincus China gives his personal $2.8
trillIon
trillIon
($2,449
($2,758
per capita)
perspective on the opportunities for international fashion brands in ($2,134
per capita)
per capita)
one of the most exciting retail markets in the world.
It is a very exciting time for retailing in China. The China is already the second biggest ecommerce
landscape is going through an incredible transition market in the world behind America. This is because
with forecasts for 3,000 new shopping malls opening of the sheer size of the Chinese market, but the
in the next 2 to 3 years. This is unprecedented and penetration of ecommerce as a percentage of total
we have never seen any country in the world open retail sales is still in single digits. But this will quickly
such a volume of commercial space. move above 10% and make China the biggest
ecommerce market in the world. 2012 2013 2014 2015 2016 2017 2018
This will mean that international brands looking at
China will never again see such an opportunity to The key challenge for international brands looking
deliver rapid expansion, whether through their own to open in China is in how to set up the appropriate
stores or with domestic fashion retailers stocking distribution strategy. Multi-brand domestic fashion Consumer Spend in 2013
multiple brands. Driving this expansion of retail retailers are beginning to develop but department Online Spend in 2013
space is the Government’s focus on accelerating stores remain very important. Primarily they operate Clothing, Footwear & Jewellery Clothing & Footwear
Consumers are already becoming more sophisticated $228billion $19.7billion
and international in their outlook and experience as Total Total
huge numbers of people travel overseas for holidays $3.3trillion $96.6 billion
domestic consumption in order to reduce the a concession model and there is no doubt that
reliance on manufacturing exports. This is a high- the interest in international brands is growing. But
level strategic policy that will take years for its retailers will want to know that new brands can
effect to be fully felt, but it is critically important be established quickly and help capture shopper 2013 online spend by device Predicted clothing, footwear
to the development of a consumer economy in
China. Consumers are already becoming more
interest and traffic. 12%
Smartphone
& jewellery spend
€302
BillIon
sophisticated and international in their outlook The challenge for brands is therefore in how to build
and experience as huge numbers of people travel this presence and a following on marketing budgets 9%
overseas for holidays now. that are far smaller than luxury houses. This can be Tablet
very difficult in a country the size of China, but this
We are also seeing younger consumers embracing is where online and mobile provide a powerful route €160
BillIon
new fashion brands particularly in tier 1 and 2 to consumers.
cities. They are going beyond luxury brands and 79%
PC
want to stand out from the crowd by finding and Looking further ahead, we see the prospects for
wearing new labels which very often they find by consumer spending in China as being very positive
searching online. Ecommerce in China should despite some commentators predicting a slow-
not be overlooked or underestimated by anyone down. Recent numbers have been better than
Online sales in 2013 +36% (f)
looking at the market. Growth has been explosive. predicted and overall the conditions remain good. 2012 2013 2014 2015 2016 2017 2018
Source: Planet Retail
changing consumer and Local retailers have also become professional in
retail environment in China their operations, and are increasingly sought after by
international retailers as partners.
Lim Beng Chee, CEO, CapitaMalls Asia Limited
06 China’s shopping mall industry has come a long way in the twelve As a shopping mall developer, owner and manager
Integrated development in Luwan, Shanghai 07
years since the country joined the World Trade Organization in with 103 malls in 52 cities in China, Singapore,
Malaysia, Japan and India, we opened our first
December 2001. An industry that was comprised of mainly state- mall in China in 2003 – Raffles City Shanghai. In
run department stores, independent shops and street markets the ensuing years, we worked together with our
up to the mid-1990s has developed to encompass 3,000 modern tenants to educate consumers about the shopping
mall format as well as build awareness of the retail
shopping malls in 2012, with a total gross floor area of 200 million square metres. brands, as we progressively opened more malls in
the country.
CapitaMall Taiyanggong, Beijing
Today, the situation is vastly different as shopping
malls have been widely welcomed as part of the
retail landscape. The increasing numbers of Chinese
travelling overseas has led to greater awareness
of international fashion brands. With 568 million
Internet users in China, retailers are also recognising
the importance of having an online presence as
part of their marketing, to target younger shoppers.
Local retailers have also become professional in
We have since grown our presence in China to 61
their operations, and are increasingly sought after by
malls in 36 cities. The majority of our malls in China
international retailers as partners.
are located near strong population catchments
and subway stations, and these factors provide a
As a group, we have been operating in China for
steady stream of shopper traffic. As one of the few
about 20 years. We have a strong understanding of
developers in Asia that are focused only on shopping
how to do business in the country as well as local
mall management, we also proactively work with our
shoppers’ preferences, enabling us to add value to
The proliferation of modern malls in China has seen the hip cafes that serve them. These coffee chains retailers on joint promotions and marketing activities.
international retailers who open in our malls.
a sea change in the shopping habits of Chinese are among the many international brands that have These drive higher shopper traffic into our malls and
consumers, who now patronise malls as they can get entered the country to cater to this strong rise in increase our tenants’ sales. In the first half of this
everything under one roof as well as spend quality consumerism overall. year, tenants’ sales in our China malls on a same-
Hongkou Plaza, Shanghai
time there. With strong growth in incomes, we have mall basis grew 14.9%. As such, we welcome
also seen a rise in aspirational consumerism. The The fashion industry in China was similarly dominated retailers looking for malls that are well-managed
world’s largest tea drinking country has developed a by local players in the past but luxury brands led and have good locations and a strong catchment of
taste for expensive coffee at the international chains the entry of the international fashion players into the young, professional and affluent shoppers, to work
that have set up in the country – not just for the country, and they have since been followed by the with us.
coffee, but also the experience of hanging out at mid-tier chains.
On our part, we continue to look for new international
fashion brands to open in our malls in China and
the other countries that we operate in. We look
for brands that are trendy, with a regular stream
We continue to look for new international fashion of new fashion collections that will appeal to the
fast-changing tastes of Chinese shoppers. China
brands to open in our malls in China and the other represents the next frontier for international retailers,
countries that we operate in. as it is expected to lead world economic growth for
years to come.
Retailers’ buying cycles
: THE CHINESE MARKET >> If it is your own standalone store – street level or in
a mall – then buying cycles tend to be shorter and
TRENDS & RECOMMENDATIONS more flexible.
>> Buying: monthly/4 seasons
>> 6 month deliveries are often not practical for
Chinese retailers as it does not allow enough
newness plus there are extreme weather differences
between regions
>> Deliveries into stores: As China is so big, logistics
08 Pure Shanghai will introduce an increasing number of international fashion brands are often extremely problematic and so most 09
to one of the most exciting and fast growing markets in the world. We asked the brands tend to warehouse in the 1st tier cities
and deliver to nearby regions – Beijing servicing
China team at WGSN, world-renowned trend and market forecasters, for their northern, Shanghai ( central) and Guangzhou or
recommendations and insights for any brand looking at opening in China. Shenzhen (in the south)
>> This can take anything from a couple of days to 2
weeks as deliveries tend to be trucked.
China: the key differences from other markets: >> China tends to be split into north, south , west,
>> China is a very youthful market. >> For womenswear: feminine usually works, China’s central, east regions.
>> Consumers want to dress up rather than dress casual market is very price driven. >> Drops can be weekly, 2 weeks, 1 month, but
down. >> Franchising is key for smaller to mid-sized brands needs to be frequent to keep new product for the
>> To spend money on clothing, people need to rather than the wholesale model customer.
relate to the brand and product. >> As China has a strong manufacturing base for
>> What is considered “cool and edgy” in many many products, wholesale is well developed and
global markets may not be understood by the fast. Retailers want immediacy and will only pre-
majority of Chinese consumers. order and wait for shipment if it is from a premium
>> Extreme styling does not work, but “lifestyle or much desired brand. For styling and sizing
images” that help people aspire to a “better >> Boutiques- there are a handful of boutiques that >> In China, sizing is based on height. There are need to be adapted by making the hips smaller
lifestyle” can, whether it be a more European look have begun to establish themselves to carry body type differences between north and south. for example. This is the same for Europe sizing.
– such as Ochirly, or a more relaxed lifestyle such international or high end domestic brands. This is >> 155, 160, 165, 170 and 175cm for women’s. >> XXS, XS, S and M usually work for the masses, if
as JNBY or Zuczug. still a small sector but is growing. >> Some sizing is close to UK Sizes – 6-10 for the Euro or UK or USA whilst large sizes need to be
smaller sizes if fitted. The larger sizes – 12 and 14 looked at.
Understanding brand positioning Styling
>> The leading retailers in Shanghai for young market and allow brands to reach the 2nd, 3rd
>> Clothes need to be easy to wear. For example, as
women tend to be international retailers like and some 4th tier cities.
soon as you put on the garment, the customer
Uniqlo, Zara, and H&M. Most standalone brands >> However the department stores are extremely
should be able to see the look. If the garment
will also be present in both malls and department competitive and it is advisable for international
gets complicated – too much draping etc it is
stores because this is essential to extend their brands to work with a local partner to help
not so sellable. Outfits are key, suggesting to the
reach beyond just major cities. you through the maze. It is a very aggressive
consumer “how to wear” that look
>> Different levels of market examples: environment and extremely competitive as
>> People tend to want to look “neat and tidy”
>> High end designer – slightly more mature department stores are very promotionally-driven
>> Clean, neutral colours are ok but not muddy unclear
audience brands: Ports, Marilsfrog, Jorya, Elegant with the stores controlling the weekly sales
colours. Colours that can help flatter the Asian
Prosper, Exception product promotions and special holidays such
skin tone. China loves colour. Mid colours that are
>> Mid-level: JNBY, Ochirly, Broadcast, Trendiano, as Chinese new year, golden week, etc in which
popular in Europe are a hard sell in China.
Schofield, Zuczug most brands need to participate.
>> Colours that can make you look “poor” are not good.
>> Young ladies and men’s casual: Vero Moda, >> There are many rules and regulations for product
>> China’s women want to look more youthful and love
Teenie Weeny, Etam, Esprit, Levi’s, Lily deliveries – as the department stores keep a tight
details. This does not mean over accessorizing. It
>> “Mid-market mass”: Zara, Uniqlo, H&M hold on your stock levels and there is very limited
can be details in the cut, trim etc.
>> The power of the department stores stockroom space. It is better to have frequent
>> Classics like white and black work well but browns
>> In the local environment, the department stores drops rather than hold stock in the store.
and navy are considered dowdy. Pick ones that
are absolutely key. They form a major part of the
compliment or make one appear fairer, oversized
jewellery like cuffs and short statement necklaces
are often used for styling in windows.
Modern retailing Q&A
takes shape in China what retailers look for
Gordon Lam, Vice President, Li & Fung Development (China) Limited, Fung Group with Chen Xiao Dong, President and CEO, INTIME Department Store Company
10 Li & Fung is one of the world’s biggest textile and garment suppliers The CEO of one of China’s biggest department store groups, 11
with long-standing relationships throughout China. Gordon Lam INTIME Department Store Company, talks to us about how
sets out their observations on how rapid growth is shaping modern he sees the market for international brands and what Chinese
retailing in China. retailers and their customers look for.
China’s retail market is evolving as quickly as it Key challenges: What womenswear brands does
grows. With higher incomes and increasing affluence, Increasing operation costs. The ever-escalating rental INTIME department stores stock?
consumers are demanding better quality and unique and labour costs have hit many retailers over recent It varies between our stores. In some of our high-end
products and services. At the same time, new years. For leading retailers, average rental costs in stores, there are brands like: Giorgio Armani, Dolce
technologies are revolutionizing the way retailers are prime locations increased by 21% yoy in 2012 for & Gabbana, MaxMara, Burberry, Balmain, Versace
running their businesses. This is impacting on Chinese example. Labour costs have increased by between 5% and others. In some of our middle-to-high stores, we
retailers in the following ways: and 10% since 2012. stock brands such as Max&co, Patrizia Pepe, Pinko
and Ports plus some popular womenswear brands
Aggressive store expansion is being replaced by Unstructured development of retail properties and from Japan and Korea like Eland, Teenie Weenie,
a focus on improving core competencies and store lack of centralized city planning. In some key cities, Snidel etc. Moreover, we have many good Chinese
productivity. duplicated investment, lack of centralized city planning womenswear brands, which play an important role
and mismanagement are giving rise to problems such in China’s market. For example, you will find that
Private label: Launching private labels or proprietary as traffic congestion, increased competition, poor Marisfrolg, OTT, Girdear, Amass, Mo&Co, Dazzle and
brands is a profitable way for retailers to underline customer footfall, an uneven trade mix, high vacancy Ochirly appear often in China’s department stores.
uniqueness, pushing up margins while improving levels and commercial disputes. that they consider it as Europe rather than a single
customer loyalty. European country. For example, some foreign brand’s
Logistics bottlenecks are here to stay. As China’s retail What do you look for from winter collection is not very thick because of the
Mobile-commerce is increasingly popular, as is mobile market continues to become increasingly sophisticated, international brands? efficient heating in their home country, but thick
payment. The mobile sales channel has become the efficient movement of goods is proving to be a key We look for the appropriate international brands winter collection is very necessary in China if you
extremely important. Transaction values have seen a success factor for retailers. Retail logistics management matching our stores’ positioning. Those international want to have a good performance.
tremendous leap, up 181.0% yoy to reach RMB 37.52 is increasingly important. One key approach is to brands that have a good image and strong track
billion in 2013. partner with reliable and capable logistics service record of sales in the market. Or, as new comers in
providers to improve delivery capabilities and enhance China, these brands need to prove that they have the What is the potential for
Social media is having an explosive impact on customer experience and satisfaction. capability and potential to do as well as what they international mid-tier brands in
consumer purchasing decisions. Influential social media have achieved in their home market. China over the next few years?
websites are increasing the sales conversion rate and Facing the headwinds of an increasingly competitive We think those mid-tier international brands
encouraging more customers to purchase goods. retail landscape, together with the growing affluence with fashionable design, good quality and, most
and sophistication of Chinese consumers, the real Do international brands have to importantly, reasonable price, will have potential. But
Tier 3 and tier 4 cities become the development retail winners are those which constantly innovate and adapt for the Chinese market? pay attention to the local Chinese brands that have
focus. With ongoing urbanization and rising incomes, improve business practices. Sure they have to. Foreign brands need to adapt grown rapidly in recent years and learn from them.
consumption is growing fast in lower tier cities. Tier 3 their cut, design and fit according to Asian/Chinese
and tier 4 cities are expected to be the key focus for customer’s figures. As China is a big country, the
China’s retail business development over the next few climate, habit, likes and dislikes, customer’s figures What appeals to your customers
years as competition gets tougher in tier 1 and tier 2 and sizes vary between the North and South, about international brands?
cities. 1-tier cities and 2- or 3-tier cites. Sometimes the Chinese customers trust international brands for their
differences are similar like what is in Norway and strong brand image, services, fashionability, quality,
Italy. I would suggest to any brand looking at China fit and the cut.In their own words protecting your brand
Ed Baden-Powell, Partner, Michael Simkins LLP
Michael Simkins LLP is a leading UK media and commercial law firm.
12 To help provide brands with some expert views on the Chinese market Protecting your brand and its designs is one of the biggest 13
opportunity, we asked a selection of international retailers for their advice concerns for many expanding companies and particularly in
and comments. China. According to Ed Baden-Powell, a leading legal authority on
brand protection, the key is intellectual property.
Adrian Cheng Director, Chow Tai Fook Holdings & General Manager, New World Development
How can you protect be protected under copyright as artwork without
“As economic growth and urbanization in China continues and overseas travel and internet your brand? registration. Alternatively, unregistered designs
are increasingly popular, Chinese women are more open to experiment with fashion and in packaging or decoration of products can be
are becoming more passionate about international fashion brands. Through this education The strongest form of protection is to register your protected against unauthorised third-party use
process in recent years, Chinese women are becoming more sophisticated in fashion, and lifestyle and sense trade marks at the Trade Mark Office. The main under the “unfair competition” rules.
of personality are slowly taking over the importance of logos. This opens up doors for international women’s difference is that China operates a “first to file”
fashion brands to find a place in China and to compete with the traditional large fashion houses. However, system, rather than a “first to use” system. Foreign It is also possible to register designs by applying
with the competition in the women’s fashion market more fierce than the men’s fashion market in China, the marks enjoy priority if the application is filed within six for a patent at the State Intellectual Property
new market entrants should develop the right strategy before they enter. It is also important to know that the months of the foreign filing. So it is often important Office. Designs can be registered as long as
Chinese fashion market is a market of a continent rather than a single national market, especially in women’s to register your mark as early as possible, before a they are distinctively different from any existing
fashion. It involves different customer preferences, build and culture. It is therefore advisable to spend time third party beats you to it. designs (or combinations of the features of existing
and effort to investigate the market landscape so to maximize the growth potential in this market.” designs).
Do you need to register, or are
Jesus Echevarria Chief Communications Officer, Inditex unregistered marks protected? How can you deal with
squatters?
“The demand for fashion by Chinese consumers is really remarkable. It combines traditional Brands that are well established in China may be
elegance for both men and women with the new exciting era that China is living.” protectable even if the marks are not registered. Given the “first to file” registration system, a foreign
Under “unfair competition” rules, an unregistered business can find that a “squatter” has already
mark can be protected in some circumstances. registered its mark, or the Chinese-language version
This tends to be difficult, unless the brand is of it. It is possible to bring a case before the trade-
very well known in China (and has been for a mark board or the courts to try to reclaim the mark,
Jose Gomez Senior VP, Business Development, Mango considerable length of time) and the infringing but concrete evidence is needed to show that the
use confuses consumers about the origin of the brand is (and more importantly was before the date
“You cannot ignore China. The sooner you establish your brand in the country the better. China products. of filing) well known in China.
offers great opportunities as well as great challenges. In order to efficiently deliver your product
to the consumer you must study the infrastructure of the country thoroughly and focus on the How can you protect your How can you enforce your
regions that will offer the best potential. Do not treat China as one country, think of it as being fashion designs? rights against bootleggers &
many countries with their own requirements, tastes and even regulations.” counterfeiters?
As in the UK, registration is not necessary for
copyright protection to be effective. Under the IP infringement claims can be brought through the
Thomson Cheng Managing Director, ImagineX Group, (Lane Crawford Joyce Group) Berne Convention, a copyright work created lower-level Chinese courts for all types of IP rights.
in the UK is automatically protected in China. It is also possible to start an administrative action
“We see exciting opportunities for brands that can speak to the fast-rising affluent middle class in
A registration with the National Copyright via local authorities instead. In practice, that can be
China. Brands that have a distinct point of view, a strong personality and a lifestyle to aspire to, are
Administration can, however, provide evidence of a quicker, cheaper and ultimately more effective way
more likely to succeed as customers want to differentiate themselves. China’s fashion consumers
ownership in the event of a dispute. So designs can to enforce IP rights.
are now typically well-travelled and very knowledgeable of brands from runway to high street. They
aspire to international fashion and to express themselves through style more so now than status.”
Note – This is general information only and is not legal advice. Specific advice should be taken in individual cases.Pure Shanghai your What Pure shanghai
gateway to china will deliver
14 Pure London, with its reputation for contemporary brands and a strong business The Market opportunity 15
focus, will launch Pure Shanghai in October 2014, bringing a proven concept into
China’s £98bn fashion market. The need for individual style and the desire for Pure Shanghai gives brands a trusted vehicle to access China and open up
western fashion, means that China will account for 30% of the global fashion previously undiscovered opportunities.
market’s growth over the next five years. Pure London is therefore proud to
There is a strong consumer demand in China, and with 40% of all
be working with CCPIT TEX to bring you Pure Shanghai, your gateway to the
Chinese fashion market purchases now trend driven, there is a need for high quality product
and a broader product offering.
Pure Shanghai will enable brands to build strategic relationships with:
Influential buyers • Shopping malls • Agents and distributors • Multi-brand PURE SHANGHAI SUPPORT
department stores • Online retailers • Franchisers
Pure Shanghai will support you by providing you >> List of hotels with easy access to the venue
access to: >> Potential presence on the catwalk showcasing
>> Onsite translators your brand
>> List of approved agents and distributors >> Answers on key business questions including
>> Information on key department stores and payment terms and tax
Our Partners for Pure shopping malls in China
>> Insight into what is trending in China through WGSN
>> Research material on China’s growth rates and
retail structure
Shanghai >> Support and information on China from UKTI
>> Networking opportunities at events and briefings
>> Support from i2i China on key local knowledge
throughout the show
To promote exhibitors’ brands to the market
CCPIT TEX i2i China
Pure Shanghai will partner with CCPIT TEX, China’s Benefitting from a local knowledge, our resident >> A platform to build your brand visibility to both >> Create visibility through local media channels
leading apparel trade association has a database team in the Shanghai office will support all domestic media and retailers
>> Promote participation through our PR and press
of 150,000 contacts including retail buyers, agents exhibitors in the lead up to the show as well as >> Deliver a networking opportunity and other connections in the UK and Europe
and distributors, to ensure strong attendance from onsite. Additional knowledge is also available from potential match-making events
throughout the region. our satellite offices in Hong Kong, Singapore, Taipei,
Seoul and Tokyo.
WGSN
WGSN China, our sister company, the leading UKTI PACKAGES
global trend forecaster, will empower buyers with UK Trade & Investment is helping UK-based
valuable insight on what is trending. businesses to succeed in international markets. £320psqm for full shell scheme package
UKTI is partnering to support Pure Shanghai. £270psqm for space onlyFor more information or to secure your stand contact: E: Katy.Roberts@i2ieventsgroup.com T: +44 (0)203 033 2016 W: www.purelondon.com/shanghai Brought to you by
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