STYLE ROUTES TO SHANGHAI

 

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La nuova piattaforma per le aziende italiane durante la Shanghai Fashion Week

The new platform for Italian businesses at Shanghai Fashion Week

La Cina rappresenta un’importante opportunità per l’industria della moda, un mercato che assorbe il 33% delle vendite globali del lusso. In questo scenario anche la Shanghai Fashion Week è cresciuta, di conseguenza, negli ultimi anni con oltre 160 eventi (tra sfilate e presentazioni) con la partecipazione di 1500 marchi (tra designer e brand) e un’affluenza di 150mila visitatori. Inoltre, stanno prosperando i multibrand store, con una diffusione di nuovi negozi in ogni parte della nazione, da nord a sud. Le aziende italiane hanno, pertanto, un’importante occasione di sviluppo in Cina, che però si è rivelato essere un mercato complesso e ricco di insidie. Proprio per supportare le piccole e medie imprese italiane in questo percorso d’internazionalizzazione Confartigianato Imprese, insieme a WHITE e con il supporto di ITA – Italian Trade Agency, sono i promotori di una nuova piattaforma, che porta a Shanghai un gruppo selezionato di brand italiani. Si tratta di un nuovo format che vuole rappresentare il meglio del lifestyle italiano, diventando uno degli eventi di riferimento durante la Fashion Week di Shanghai. L’iniziativa nasce, infatti, sotto l’egida della Shanghai Fashion Week e beneficia del supporto d’importanti partner locali e internazionali. Verrà presentato un brand mix composto da circa 56 aziende del made in Italy, all’interno di uno spazio espositivo multifunzionale, situato nel cuore del nuovo Art District (West Bund Art Center) proprio di fronte a Ontime, una delle manifestazione fieristiche più importanti, che è anche partner del progetto. Grazie a un sostanziale supporto di agenzie marketing e di PR locali, i marchi italiani potranno incontrare non solo buyer e stampa, ma anche partner distributivi, agenti e professionisti, che permetteranno di sviluppare il network adeguato per approcciare un mercato fatto di mille sfaccettature, come è quello della moda in Cina.  La struttura dell’evento stesso prevede, durante i tre giorni della durata, diverse attività di comunicazione e promozione, con incontri e focus sul lifestyle italiano e con momenti di degustazione food, per una full immersion dei consumatori cinesi nella nostra cultura e saper fare. Tra i partner in questo progetto, anche Camera Italiana Buyer Moda – The Best Shops, che mostrerà ai buyer e retailer cinesi lo stile e la curatela dei migliori multibrand store italiani. Nello specifico, la piattaforma a Shanghai permetterà il coinvolgimento di numerosi operatori del settore moda locale per supportare i partecipanti verso nuove strategie di mercato; allacciare partnership con pubblicazioni del mondo della moda; la comunicazione e la promozione dei brand italiani attraverso presentazioni e live shooting durante i tre giorni dell’evento. Speciale attenzione sarà data ai social media, attraverso l’attivazione di influencer locali e internazionali con un’area dedicata ai servizi editoriali, prodotti da un team di creativi in collaborazione con la redazione di WHITE Magazine, che avrà una sua edizione e distribuzione in cinese durante la Shanghai Fashion Week.

China represents an important opportunity for the fashion industry, as it makes up 33% of the global luxury sales. In this scenario also the Shanghai Fashion Week has grown over the last few years with over 160 events (fashion shows and presentations) 1500 exhibiting brands (designers and brands) and a turnout of 150.000 visitors. Furthermore, the number of multibrand stores and new stores is growing everywhere in China, from the North to the South. Market research has shown that the Chinese fashion system is seeking premium products, with features like craftsmanship, creativity and quality.  The Italian businesses have important chances in China, though the country has turned out to be a more complex and insidious marketplace than expected. In order to support Italian small and medium-sized businesses in their internationalization path, Confartigianato Imprese with WHITE and with the support offered by ITA – Italian Trade Agency, are the promoters of a new platform, which is going to take to Shanghai a selected niche of Italian brands. This is not a fair-trade, but a format aiming to represent the best of the Italian lifestyle, thus becoming a touchstone event during Shanghai Fashion Week. The initiative was born under the aegis of Shanghai Fashion Week and benefits from the support by important local and international partners. The idea is to present a brand mix consisting of approximately 56 Made in Italy businesses within a multi-functional exhibiting area in the very heart of the new Art District (West Bund Art Center), right opposite Ontime, one of the most prominent fair-trades, partner of the project. Thanks to the important backing offered by local marketing agencies and PRs, the Italian brands will have the chance to meet not only the buyers and the press, but also distribution partners, agents and professionals, thus allowing them to develop a network and approach a multi-faceted market, like the Chinese fashion scene. The structure of the event foresees, during the three days, several communication and promotion activities, meetings and focus on Italian lifestyle with food tastings, so that the Chinese consumers can enjoy a full immersion experience in our culture and know-how. Among this project’s partners there are also Camera Italiana Buyer Moda – The Best Shops, which will show the Chinese buyers and retailers the style and curatorship of the best Italian multi-brand stores. More precisely, the platform will allow the involvement of several local fashion insiders, so as to aid the participants in their new market strategies; from starting partnership projects with fashion editors, which will back the opening event and the platform’s communication; the communication and promotion of Italian brands through presentations and live shooting during the three days of the event. Focus on the social media through the activation of local and international influencers and through an area dedicated to the editorial services produced by a team of creative talents in collaboration with WHITE Magazine’s editorial staff, the latter will launch a Chinese issue that will be distributed during Shanghai Fashion Week.

 

 Da venerdì a domenica 13, 14, 15 ottobre 2017 – From Friday to Sunday 13,14,15 October 2017

Long Teng Avenue 2555 West Bund Art Center Hall B –  Xuhudi District, Shanghai – opposite Ontime tradeshow.

Central location shared with the main actors of Shanghai Fashion Week.

 

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EVENTS’ CALENDAR

THURSDAY 12 OCTOBER 

3pm – Opening Event ONTIMESHOW

              Long Teng Avenue 2555 West Bund Art Center – Xuhui District, Shanghai

4pm – Opening Event STYLE ROUTE TO SHANGHAI curated By WHITE

             Italian Tea Time with the press and the authorities

             Long Teng Avenue 2555 West Bund Art Center Hall B – Xuhui District, Shanghai

FRIDAY 13 OCTOBER

TALKS AROUND THE TABLE: MADE IN ITALY TEXTILE & FABRICS

11am – Special focus on raw matter with stories about the exhibiting companies, whose collections feature

             raw fabrics and materials.

             Master of Ceremonies: Monica Sarti, from Faliero Sarti

             Speakers: Alfredo Ramponi from Ramponi spa, Jacopo Tonelli from Jato Group, Daniele Carlotta,

             special guest, dialoguing with Chinese designers Shushu Tong and Angel Chen.

             The main Chinese distributors and buyers are invited.

12noon – Light Lunch: a chef presents the special visual and table dressing – curated by Monica Sarti,

                 Faliero Sarti’s Creative Director – with Italian fabrics.

2pm – 5pm – Special presence of Style Routes to Shanghai with video installation by Fob (Fashion of Bailian, Festival of Bailian, Fair of Bailian) – Nan Su Zhou Road 955 – Bailian Fashion Center.

SATURDAY 14 OCTOBER

TALKS AROUND THE TABLE: ATHLEISURE

11pm – Highlight on Athleisure trends by Alfredo Canducci, Tomorrow’s Ltd Sales and Business  Development Director.

 Focus on the trends of the labels exhibiting at Style Route to Shanghai, curated by

 fashion editor Giorgia Cantarini. The main Chinese fashion editors will be attending the event.

 Special guest: Queennie Yang – Business of Fashion and Yoho! Hong Kong – reference streetwear store in China.

12noon – Light Lunch: theme  Athleisure with healthy Italian food

1.30 – 5.30 – Editorial on the brands exhibiting at Style Routes to Shanghai, shot by Adam Katz Sinding –

Le21eme International Street Style Photographer – styling by Giorgia Cantarini – the live shooting can be followed on Wechat.

SUNDAY 15 OCTOBER

TALKS AROUND THE TABLE: DESIGN & RETAIL

11am – Special focus on retail in collaboration with Camera Italiana Buyer Moda – The Best Shops.

 Speaker: Mario Dell’Oglio, President of Camera Italian Buyer Moda, in the audience, the Chinese

 fashion insiders that are strongly interested in learning about our Italian buyers’ purchasing experiences and modalities. Special guest Bailian Fashion Group.

12noon – Light lunch – theme: the tables of Italian design

1.303.30White Touch: photographer Adam Katz Sinding captures an exclusive street style version of  the faces of the visitors in WHITE-themed outfits. The live shooting can be followed on Wechat.

 

 Location: West Bund Art Center Hall B/ 2555 Longteng Avenue / Xuhudi District, Shanghai

PER PARTECIPARE  INFO: TEL. +39 02 34592785 / shanghaiselection@mseventy.com