With over 1,175 exhibitors and 1,211 brands on 117,200 square meters, Chic is the largest and most important fashion fair as Asia. Her strategic focus – “New brands, new channels, new aesthetics” – reflects the structural changes in the Chinese fashion industry and offers international companies concrete starting points for growth and market entry. This year’s spring edition of the Chic Shanghai recorded more than 165,000 trade visitors and thus achieved a new visitor record.
Chic Shanghai was the first major fashion event of the year from March 11 to 13, 2025 in the National Exhibition and Convention Center (Shanghai) to celebrate a successful start. With a focus on aesthetic redesign, variety of brands, optimization of experience and sustainable industry development, the fair offered an impressive platform for the fashion industry. It not only set in terms of content, but also visually strong accents: When entering the fair, visitors received an immersive staging with spherical ‘little spirits’ – a metaphor for the social dynamics of the generation Z. These visual symbols for connection, community and individuality ran through all halls and connected by artistic interior design – from streetwear to traditional chinese fashion to the case to functional clothing. So the fair itself became a stage for the innovative strength of the industry.
“Chic is much more than one trade fair- it is the central hub for the fashion industry in Asia. The record visitors of this year confirm the dynamics of the Chinese market and its relevance for international brands. If you want to be successful in China, you will find the ideal partners, sales channels and market opportunities here. indispensable platform for the future of global fashion management. ” Chen Dapeng, Vice President China National Textil Council, President China National Garment Association and Chic.
Chic exhibitor
In 12 subject areas, the fair presented an extraordinary range of fashion concepts and creative impulses in 5 halls and showed the industry power through innovative brand presentations: Chic Women’s – Chic Men’s Chic Kidz – Chic Young Young Blood Winter’s – Digital Fashion – Chic Accessories, Bags & Shoes – Outdoor & Sports – Denim World – Chinese Style – Ph Value that took place as a show -in show on the Chic, took part in 150 Knitwear Brands. The clear segmentation of the chic makes it easier for international companies to get in touch with suitable business partners.
The exhibition areas offer a variety for every market strategy, special areas address different market segments such as the Chic Young Blood area with streetwear, denim and casualwear – one of the fastest growing categories in China. A 10,000 m² area presented avant -garde trend brands of trendy actors and trend brands in the North Hall, including D.Desirable by Wang Hedi, Canotwait_von William Chan and Dangerous People from Joker XUE. Chic Impulses, the designer area of the fair, has grown to 142 exhibiting brands, including May D. Wang, which also exhibits on the Who’s Next in Paris. New materials, sustainable production methods and innovative technologies that define the future of fashion were the focus of the brands. Chic Women’s with Premium Womenswear & National Fashion: Young, up -and -coming brands such as NACL, Weizhi and established labels such as Yalida presented modern women’s fashion with strong brand identities. Chic Winters showed technological innovations in down jackets from Donglong and Lingyi and high-quality leather & fur products from Zhonghui & Zhongying. Denim World presented international outdoor brands and state-of-the-art denim collections from Guangdong, Wenzhou and Xintang. Chic Men’s came up with renowned designers such as Wu Xuekai and Chen Yu, which showed exclusive men’s fashion with innovative cuts and high -quality materials. Chic Tailoring offered business and measure confection- for a market that is increasingly looking for individual solutions. Chic Kidz, the children’s fashion sector, a rapidly growing market, driven by China’s increasingly lifestyle-oriented families, brought, among other things, children and school uniforms with high-quality designs and functional fashion by Zhili Schoolwear. Not only was the Hong Kong Trade Development Council convinced of the range of possibilities for its participating companies: “Our companies benefit a lot from the trade fair, it is perfect for new customers as well as for customer loyalty. We show the entire offer portfolio on the chic, the fair is the appropriate platform for business expansion.” Steffi Peng, Marketing Manager, HKTDC. Tina Ayasse, designer of Studio Ayasse, is on the chic for the second time and enthusiastic about the perspectives that the trade fair participation offers her. “We meet the right customers, wholesalers who understand the fashion business. I will definitely come back. A larger German and European participation is desirable.” Vito Yang, owner of Marcalec Worldwide Distribution, specializes in international kidswear collections and John Richmond Junior. As an exclusively for these brands in China, he also successfully used the Chic for new customers: “We are on the Chic to expand our network of agents and wholesalers and already spoke dozens of potential customers on the first day of the fair.”
Distribution channels and market development
Chic is the strategic platform for the market entry in China and the expansion of existing business activities. International brands benefit from a variety of distribution options that can be specifically developed during the fair. Of the more than 165,000 visitors, representatives of all distribution channels were represented:
Multi-Brand-Stores & Concept Stores-China’s retail landscape is increasingly dominated by curated boutiques and premium stores. Brands with a strong design and lifestyle focus can be found here ideal partners such as Innerco, Modeland, Bad Market or Zhiyang Project.
E-Commerce & Social Commerce-Platforms such as Tmall, JD.com, Douyin (Tikok China) and Xiaohongshu (Red) revolutionize the fashion trade. Direct marketing on end customers (DTC) and influencer-driven sales models are becoming increasingly important. Zhang Hang von T Mall, du Ye by Xiao Hongshu, Chen Jingfu from Tik Tok China and Linda He from Amazon discussed opportunities and risks of their sales models on the China Fashion E-Commerce Innovation.
Department Stores & Shopping Malls – International fashion houses such as SKP, MIXC, Plaza 66, Cosmo, The Box and Wanda are increasingly relying on exclusive brand cooperation and were among the visitors of the fair. Chic facilitates access to decision -makers and shopping directors of these houses.
Omnichannel Retail-the connection between online and offline trading is further advanced in China than in Europe. Chic offers insights into best practices and cooperation options for fashion companies. Fashion Brands and designers such as Xun Ruo, Goelia, Ci Xu, Chen Peng shared their successful experiences in Omnichannel retail.
This variety of sales channels makes Chic the perfect bridge between international brands and the Chinese market.
Business services: networking & efficiency at the highest level
As a central platform for the international fashion trade, this year’s Spring edition of the Chic increasingly relied on efficient B2B network. Over 80 tailor-made business matchmaking events enabled targeted contacts between international brands, leading retailers and digital platforms. The Mini program of the China National Garment Association offers brands and buyers year-round networking opportunities as a digital extension of the fair. As a personal service, the chic offered a committed team of “Chic Guides”, which supported visitors on site with orientation.
Interactive events and other networking platforms
Chic became an interactive stage for fashion shows, business sums and networking events:
- Chic Brand Show: Kleysteg presentations of new collections with brave designs and innovative fabrics from Saga for’s, Zhongyin and NaCl delighted the audience.
- China Fashion Forum: Industry experts discussed the future of the fashion industry.
- Fashion Salons & Think Tanks: Exchange on the topics of traditional craftsmanship, technological innovation and digital transformation.
- China E-Commerce Innovation Summit: Market leader such as Zhang Hang, Vero and Du Ye and Industry insiders such as You Wuhang, Zhao Yingjun and Liu Gaoyang analyzed new consumer trends and digital sales strategies.
- Fashion Buyers Summit: Experts from Trade, Retail, E-Commerce and Supply Chain Management discussed market potential and future strategies such as Wang Huan, Wang Yin, Ye Wenjing and Sam Guo.
In particular, the “Chic New Fashion Experience Officers”-over 100 fashion influencers-contributed with live streams and social media reporting to transport the fair beyond the halls into the digital world.
Market potential for international brands
European brands continue to enjoy an excellent reputation in China – “Made in Europe” stands for quality, design and exclusivity. But the market entry requires strategic skill and local adjustments. Chic offers the perfect platform to gain insights into the Chinese consumer market, test sales channels and build long -term partnerships:
- Authenticity & brand storytelling: Consumers in China attach great importance to origin, craftsmanship and exclusivity.
- Digital presence & social commerce: platforms such as Xiaohongshu, Douyin and Wechat are essential for branding and sales.
- Fast supply chains & flexibility: Market dynamics requires high adaptability in production and logistics.
- Cultural sensitivity & local marketing: Successful brands integrate Chinese design elements and rely on local brand ambassadors.
Chic is the strategic hub for brands, traders and investors who want to take advantage of the opportunities of the Chinese fashion industry. With a unique combination of business matchmaking, industry know-how and strategic market connection, Chic sets the course for the future of the fashion industry. The global fashion industry is at a turning point. While markets are reoriented, transforming trade structures and changing consumer behavior, the Chinese clothing industry plays a key role in international competition. China has developed from a pure production base to an innovation leader in the fashion sector. Technology, sustainability and cultural identity are the new growth drivers. AI-based design, automated production and data-controlled supply chains optimize production processes and open up new business models. The demand for environmentally friendly fashion is growing rapidly. Recycling technologies, biodegradable materials and circular economy gain in importance. Local brands are increasingly relying on a merger of tradition and modernity in order to conquer both the domestic market and international markets. These developments offer enormous opportunities for European brands that can score with high -quality products, sustainable concepts and creative designs. In this dynamic environment, Chic, with her edition from March 11 to 13, 2025, once again positioned itself as an indispensable business platform for brands, traders and investors who want to open up the Chinese market or to consolidate their position there.
Chic September: 2.-4. September 2025, National Exhibition and Convention Center | Shanghai