Shanghai Fashion Week drives growth for intl brands

Shanghai Fashion Week, a biannual event, concluded on April 1 with a dazzling finale at Art West Bund, showcasing the latest collections from international and domestic brands.

The week-long event was a fusion of runway shows, exhibitions, and retail experiences, driving a significant increase in consumer spending across the city.

A showcase for international brands and the debut economy

This year's event saw a growing number of international brands debuting in China.

From the MODE Shanghai Fashion Trade Show in Hongqiao United Plaza featuring 22 designers from 12 African countries to the launch of the British luxury brand Marchesa at the GLAM showcase in the New Bund 31 precinct, Shanghai Fashion Week provided a platform for brands to tap into the lucrative Chinese market.

To facilitate such introductions, the city has introduced a "debut economy 3.0" initiative, adding three new measures to the existing seven.

These initiatives focus on streamlining import processes and providing comprehensive support for brands hoping to establish a presence in Shanghai.

"We hope that more brands will come to Shanghai, starting with their debut event, then first store opening, and eventually establishing their headquarters here, further expanding their global reach," said Liu Min, deputy director of the Shanghai Municipal Commission of Commerce.

The initiative has shown promising results.

Moncler, for example, reported a sales increase of over 40 percent after bringing its highly anticipated Moncler Genius project to China for the first time during Shanghai Fashion Week in October.

During the latest Shanghai Fashion Week, Walt Disney China collaborated with 10 domestic brands to put on a Toy Story-themed fashion show, further highlighting the city's appeal as a platform for global collaboration.

A launchpad for local talent

While international brands attract considerable attention, the success of Shanghai Fashion Week ultimately depends on the strength of its homegrown designers.

Just as New York, London, Paris, and Milan have cultivated thriving local fashion industries, Shanghai recognizes the importance of nurturing homegrown talent.

"Without local brands, Shanghai Fashion Week wouldn't represent Shanghai, and it wouldn't represent China," said Tong Jisheng, director of the Shanghai Fashion Week Organizing Committee and chairman of Orient International Group.

Shanghai has implemented a multifaceted strategy to empower its local design community.

This includes forging partnerships with international brands, like the collaboration between Dolce & Gabbana and Chinese designer Fang Yannan, which saw her debut at Milan Fashion Week and showcase her work at a Dolce & Gabbana experience space in Shanghai.

The initiative has also provided support for emerging designers, including "Asia's Largest Order Season", which connects designers with buyers and offers a comprehensive platform for commercialization.

This commitment to nurturing local talent is paying dividends. Local brands like SHUSHU/TONG have achieved international acclaim, attracting Korean tourists to their Shanghai flagship store, where Korean customers now account for nearly 30 percent of sales.

Fashion destinations drive citywide consumption

To further amplify the impact of Shanghai Fashion Week, the event has expanded beyond the traditional runway format.

The city has designated 36 “Shanghai Fashion Week Cooperative Landmarks”, which are strategically chosen locations across the city’s central districts, including Xintiandi, C·PARK Haisu Cultural Square, Rockbund, and HKRI Taikoo Hui.

These locations host a variety of events, including workshops, pop-up stores, and fashion installations, creating a special experience for consumers.

The strategy has been highly successful, with Xintiandi reporting a 300-400 percent increase in sales during the fashion week compared with the same time last year.

The event also has a ripple effect on other sectors, such as tourism and hospitality, with consumer spending in the surrounding areas increasing by 20-30 percent.

In the long term, Shanghai Fashion Week aims to transform these landmarks into cultural hubs, attracting more brands, events, and businesses.

C·PARK Haisu Cultural Square, for instance, has attracted over a million visitors and hosted numerous fashion events since becoming a designated Shanghai Fashion Week landmark. It is now also home to corporate headquarters such as the Shanghai Li-Ning Center, digital book portal Fanshu, and Lidar-maker Hesai Technologies.