A revolutionary event to help Australian brands crack the Chinese market has confirmed a $30 million investment windfall, new dates and a city centre venue.
The Novomania international Fashion Trade Show has revealed new growth plans for its 2013 instalment, freshly bolstered by a $30 million investment from KKR China Growth Fund L.P as it prepares to launch in July.
The international trade event will be held on July 17-19 at the Shanghai Mart, Shanghai and aims to assist new brands to break into the Chinese market by providing a dynamic showcase space for up to 250 international labels.
Novomania Shanghai 2012 attracted over 13,000 visitors (up 16 per cent on 2011’s show) and 121 fashion and lifestyle publications and media outlets over its three-day run, however, organisers are determined to break the record this year, according to Novomania General Manager Guilherme Faria.
‘Novomania 2013 has the same vision and mission as ever: to create the focal point and discerningly selective quality fashion platform in China where top international and local urban fashion brands, buyers, department stores, real estate and media can meet and cross-pollinate,” he said.
“By taking the show downtown, we’re making that process easier and more effective than ever, while the new dates enable brands actually to take orders at the show before the conclusion of the European, Asian and American seasons – thereby ensuring that, more than ever, Novomania Shanghai 2013 will be the open gateway to China and where the future of China’s fashion industry is defined.”
Faria has also stressed the specific advantages for Australian brands attending the Novomania event.
“As our logo states, Novomania is the gateway to new markets. Our tradeshow can help brands from all over the world, including Australian ones, to enter the Chinese market.
“There is a need for new brands in the market, so to provide it with new trends, ideas, concepts. Being Australia a unique place itself, its brands are also of its own kin. There are opportunities in China for those brands that commit to the market and adapt to its own culture. In other words, for the brands that are unique and merge that factor with a certain adaptation to the local consumer taste, the opportunity is definitely here.”
For more information or if you are interested in showing at Novomania, please contact Ian Livock at Australian Fashion Guide on I.Livock@AustralianFashionGuide.com.