Tranoï to launch in Shanghai

After adventuring to New York from 2015 to 2017, French trade show Tranoï is heading abroad again. This time it’s another market entirely, but one which has been of interest for a good while, and which the BtoB fashion events organiser has targeted to kick off its new developments: China.

This is how the trade show, which just celebrated its 20th year of existence, hopes to position itself during Shanghai Fashion Week in April 2019, after a pre-launch event on 14 October 2018, the head of Tranoï, David Hadida, told FashionNetwork.com.


Tranoï

“We’ve obviously been interested in the Chinese market for a long time and particularly in Shanghai Fashion Week,” explains Hadida. “That event has just exploded. What appealed to me was the youth of the players, their desire to progress, and of course the potential of the market,” he adds.

To announce its arrival for the following season in April 2019, Tranoï is organising a cocktail on 14 October, during the fashion week in China’s biggest city, to which organisations, journalists, buyers and influencers will all be invited. The event will be held at the Bailian Fashion Center YQL, where Tranoï will also stage runway shows for five selected labels, as a preview of the offer for next season.

While Tranoï hasn’t given many details about the BtoB format that it will present in April, it’s certain that it will be a mix of labels already showing at the trade show in Paris, and of Chinese or Asian labels. “We are going to start with a small format, counting on a snowball effect for those thereafter. We will have to be selective and only bring to Shanghai the labels that are fully prepared to establish themselves within this market, with sufficient organisation,” Hadida explains.

There are already two trade shows devoted to this selective market held during Shanghai Fashion Week; Mode Shanghai and On Time. The latter attempted a partnership with Italy’s White in 2017, but the project was rapidly curtailed.
 

Translated by Erin Floyd

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