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Brands hunt for Chinese opportunities at Novomania

Shanghai trade show Novomania is to add 70 new brands at its March edition next year, 40% of which will be new to the Chinese market.

The new brands include Desigual, UMM and Nobrand.

The show, which launched in 2010, showcases streetwear, casualwear, footwear, premium fashion and denim across a 398,264 sq ft site at Shanghai Mart. More than 25 European brands and retailers, including Superdry, Crocs, Hard Drive, Mango and Replay will be showcased to Chinese buyers, media and retail developers.

Although many of the brands already operate in China, they are using the show to increase their distribution channels and retail partners, including concession opportunities or shopping centre openings.

About 30,000 visitors from across southeast Asia are expected to attend the March edition, with exhibitor numbers set to rise to 300, up from 100 last year. Novomania will show biannually in 2012 for the first time, in March and August. 

Donna Lambert, UK sales agent for Novomania, said for Western brands one of the challenges of operating in China is its size: “The most common mistake is to use European countries’ size as a reference when making the decision to work with just one distributor for all of China.

“Very few companies have the power and contact lists to cover the entire market.”

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