From March 11 to 13, 2020, the CHIC in Shanghai, Asia's largest trade fair for fashion and lifestyle, will be all about connecting customers with the most coveted fashion market worldwide for an efficient market entry.

The National Exhibition & Convention Center in Shanghai, which has been enlarged to 145,000 square meters, hosts almost 1,000 exhibitors that present their new collections. Around 100,000 visitors to the expected at CHIC.

For the first time individual fashion segments at the CHIC are set up as separate areas. Defined with new titles, they focus precisely on the core values of the Chinese consumer market. Tailored to the respective requirements and market peculiarities of the individual fashion segments, they achieve a clear external impact and clarity in communication and, at the same time, make it easier for trade visitors to visit the trade fair in a targeted manner.

"The Chinese market is developing at a rapid pace. China now has a mature fashion market with top players, developed structures and trend-setting consumers. The new concept of the CHIC reflects this market transformation, sets trends for the future and networks efficiently with visitors around intercontinental Business" says Mr. Chen Dapeng, president of CHIC and the China National Garment Association.

The trade fair organizers pursue strategic marketing measures with clear stringency to connect exhibitors and visitors.

Relying on Key Opinion Leaders and online platforms to reach consumers

The CHIC Shanghai intensifies the collaboration with Chinese Key Opinion Leaders (KOLs) and influential fashion blogs, immensely important tools to reach Chinese consumers and to push the products in the market.

The fair also intensifies the cooperation with sales platforms such as TMall / Alibaba for international brands with an exclusive support of the executive sales level of the platform, in order to facilitate the shop openings there or with Apps like Little Red Book / RED (luxury app for retail with a peer-to-peer approach).

And intensifies the VIP matching at the fair with retail partners such as buyers from I.T, the balancing, Dongliang, The Fashion Door, Foss, The Mix-Palc3, 1wor, magmode, Water Stone Market, inxx, Kiks, P-Plus; Department stores and shopping centers such as Beijing SKP, Group, Wanda, Lafayette, Yintai Group, Wangfujing Group, Suzhou, Renmin Shopping Center, Xin’an Minsheng Department Store or online platforms such as Netcase, Yoho !, The Little Red Book,, Tmall,, Youpin, Mogu Street, Amazon and more. Around 100 VIPS from Chinese trade will be invited to match with the exhibitors at CHIC's expense.

The CHIC segments

In the five halls of the National Exhibition & Convention Center, the exhibitors are now presented in the following segments: CHIC Worldwide, CHIC Men’s, CHIC Women’s, CHIC Winter’s, CHIC Kidz, CHIC Impulses, CHIC Young Blood, CHIC Tailoring, CHIC Accessories, Bags & Shoes and CHIC Sourcing in addition to the show-in-shows PH Value and Preview in China from Korea.

In March, CHIC pays special attention to the international CHIC Worldwide area, which this time is located at the center of the fair, the North Entry Hall. International niche collections are among the Chinese Consumers are currently very much in demand. They are driven by an insider exclusivity that meets the need for differentiation and individuality. High-quality brands that tell an authentic "story" receive particular attention from consumers. Consumer communication via social media is an essential factor for the pull effect in the market. All of the CHIC promotional measures, including extensive WeChat advertising and eNewsletter promotion, support this effect.

As part of the international participations, Italy traditionally represents the largest European participation with around 30 brands from the areas of fashion, bags, shoes and accessories. The Italian pavilion is supported by the Italian Trade Agency ITA, which carries out extensive promotional measures. France presents itself fresh and young with the "Fashion in France" pavilion, with womenswear, menswear and accessories. The wine bar with French flair invites for networking. The "Made in Germany" participation, organized by Messe Düsseldorf as the implementation company, presents German premium fashion and accessories brands, including: Affenzahn, Anne Hofmann, Desiderius, Ergobag, Fond of Bags, Gretchen, ILM, Inyati, Josef Seibel, Knirps, Leguano, Maximo, Roeckl. Korean design shows the show-in-show “Preview in China” with over 30 brands. Individual exhibitors come from Poland, Switzerland, Singapore, Turkey, Vietnam, India, Spain and more countries to show, among other things. exclusive womenswear.

CHIC Winter's, the exhibition area for leather and down, welcomes Bosideng and Copenhagen Fur among others. National group exhibitions from Xinji, Haining, Tongxiang and Pinghu, traditionally strong regions in leather and fur production, appear here with their respective market leaders. Top players like Balabala (Semir Group) and Eton Kidd are present at the CHIC Kidz. In the womenswear section CHIC Women´s, the Italian-French business group, E-Fashion Town, Da Lang, Fu Li, Yin Ji have announced their exhibition as a group. Avora is represented for the third time with the brands Avrala, Thisnorthat and Chen Meihau. The stylish Shanghai brand Ji Xiang Yi Jia is also participating for the third time. Among other things, the new exhibitor is Clasna, the well-known Chinese brand for down, which presents its womenswear line at the CHIC. The Korean group participation “Fashion Insight” is at CHIC Young Blood with their market-important streetwear and young fashion labels SIIJII, One Piece, Wookong, Morning Grazing, acmé de la vie etc. With Hodo and Heilan, CHIC Men’s presents the two most important Chinese players in the menswear sector. The exhibitors in CHIC Tailoring include the Wenzhou Tailoring Group, Dayang Trands etc. and the creative designer area IMPULSES shows the innovative creations by Kimusso, Cherryzhuang, Cafmere, Wow-In, Melody cashmere, King Ping, Vikki Wikki etc.

CHIC Shows and CHIC Talks

The latest fashion trends of the season are staged on the catwalk of the CHIC shows; CHIC Talks is the platform for industry discussions, which is used intensively by exhibitors and visitors alike. Essential market information for retail and industry is provided here. CHIC Talks is an established concept that is to be expanded with international media partners for the upcoming event.