• CHIC Shanghai starts on October 9, 2021 with around 500 fashion and lifestyle brands on 53,000 square meters in the National Exhibition & Convention Center in Shanghai

• Growing importance: "Green Fashion" in all segments of CHIC

• Large number of visitors expected, digital marketing tools expanded

• CHIC Match Making: Top-class participants to network supply and demand

Green Fashion @ CHIC

The growing demand from consumers in the ecological sector becomes clear at CHIC. The online fashion medium WGSN has proven to be a competent partner of

CHIC in matters of fashion & ecology. The latest trends in sustainable fashion S / S 22 are presented together. The pandemic has raised awareness of ecological issues among Chinese consumers. Concern for the environment is growing, the McKinsey Global Institute speaks in its current report "Seven segments shaping China’s consumption landscape" of the trend of the "eco-shopper" with an increasing willingness to pay for sustainable products. Chinese designer brands are researching the effects of sustainable developments in the fashion industry through ecological, recycled or waste materials. Inspired by the figure of a diver, the collection by designer Venus Lo combines elements from streetwear, workwear and sportswear with a unisex experience. Handcrafted innovative crochet techniques and fabrics give the work a unique texture and semi-transparency. Venus Lo uses recycled elements such as leather, ribbons and barbed wire, which address the issue of sustainability on several levels. Her collection will be presented in the IMPULSES designer area. A total of 76 designer brands, including well-known names such as Yu Jian Tian, KMUSSO and Fu Ni Shang, are shown at CHIC. 

Sustainability is present in all areas of CHIC: COFNA (kidswear) uses yarn from recycled PET bottles, Jore Baudry (womenswear) puts focus on slow fashion or KASHIYAMA (menswear) has been recycling old clothes for 15 years and donating the new items to poorer regions.

In cooperation with the media publisher China Fashion and WWD, CHIC selects companies to be awarded at the fair that meet best the criteria of sustainable production as part of the activity "Pursuer of excellence in sustainability".

CHIC digital

As a pioneer in the field of digital trade fairs, CHIC is increasingly expanding digital contact forms as a service provider for the fashion industry. The presence of the participants on site is accompanied and supported by the digital tools and social media networks of CHIC. CHIC is the interface between exhibitors and all sales channels and connects the brands with the right partner. The CHIC WeChat Mini program has integrated the trade fair's e-catalog directly to coordinate the business

interests of the business partners. The functions of the mini-program are continuously being expanded, even now with the possibility of ordering catering during the fair. Digital developments and networking are the key factors for market success. China's consumers, whether millennials or Gen Z, spend over 100 hours a month on social networks, short video platforms and on mobile shopping platforms. China's seniors have also turned strongly to the use of online services, fueled by the pandemic. In 2015 they made up 13% of the population, but by 2050 they will make up 25%. Access to this is supported by the government; simplified versions for the apps with larger letters and other features are to be offered by the providers.