Runway Magazine in Shanghai at The Novo Mania Fashion Trade-show, Sees a gateway to the future of Fashion

4 Apr


“We were able to rub elbows with some of the biggest fashion names in the business”

The Novo Mania Fashion Expo  team are visionary strategist who

demonstrate professionalism, organization and passion for the future

globalization of fashion, media and business.

Shanghai is a fascinating vortex of culture, style and people. The

Chinese people are industrious and disciplined. Yet their friendly

smiles and engaging personalities keep you captivated and moved.


China is a world apart, their history is as vast as their land. As

their culture deviates from the rigors of communism, we shall see and

evolution in their style and fashion. Shanghai is futuristic as is

their fashion.



I have to commend the Novo Mania team on a job well done for

developing the fashion industry in Shanghai. It is very clear that

Shanghai is in deed the gateway of sorts timid yet ambitious

westerners who  want to create social and cultural synergy not only

for the future of fashion, but more importantly for the betterment of

the world.


Looking forward to our new found relationship with all of our friends from China.



AJ Barton-VP of Marketing & New Media

Runway Magazine


Special Thanks to:
Silvia Agostinetto, Novomania – PR Manager
James Buccelli, CEO. Runway Magazine
Nova Mania fashion trade-show 2012 took place from March 7th to March 9th in Shanghai.

The Novo Mania Fashion Expo  team are visionary strategist who

demonstrate professionalism, organization and passion for the future

globalization of fashion, media and business.


Shanghai is a fascinating vortex of culture, style and people.The

Chinese people are industrious and disciplined.Yet their friendly

smiles and engaging personalities keep you captivated and moved.


China is a world apart, their history is as vast as their land.As

their culture deviates from the rigors of communism, we shall see and

evolution in their style and fashion.Shanghai is futuristic as is

their fashion.



I have to commend the Novo Mania team on a job well done for

developing the fashion industry in Shanghai. It is very clear that

Shanghai is in deed the gateway of sorts timid yet ambitious

westerners who  want to create social and cultural synergy not only

for the future of fashion, but more importantly for the betterment of

the world.


AJ Barton-VP of Marketing & New Media

Runway Magazine

                                                               

                    The Mission

                                                                ENTER THE GATEWAY 

TO NEW MARKETS! 


NOVOMANIA is an international fashion trade show which showcases and introduces young and fashionable brands in the Contemporary and Urban wear space to the China market. At NOVOMANIA, you can do business while having fun!
NOVOMANIA showcases the world’s premium labels in urban fashion, casual wear, shoes, premium and denim – to the upper cut of Chinese buyers, media and developers. Distinctively international and independent, it brings together the best of East and West at its famous bi-annual fashion trade show in Shanghai. Decidedly cutting edge, it defines quality in the Asian market. True to the motto: IF YOU DIDN’T SEE IT HERE – IT’S PROBABLY NOT WORTH SEEING.

The Mission

NOVOMANIA is the gateway to excellence in China’s young fashion market.


Only a select cut of leading labels from Europe, the US and Asia will present themselves to the most important influencers and professionals in Chinese fashion trading, including distributors, retailers and top media titles.


One amazing venue. Top players from around the globe. NOVOMANIA is synonymous with high-end quality, business innovation and self-expression. A phenomenal fusion of the best from East and West; a celebration of the senses from designer wear and lifestyle products to delicious Shanghainese 
cuisine and performance art.

THE FUTURE OF 

FASHION IS HERE



The emerging Chinese retail space is quickly coming of age. Vanguard status can only be achieved now, during the pioneering phase of young, cutting edge fashion.
NOVOMANIA is the most exclusive one-stop business platform in Chinese fashion, enabling you to build your brand in the world’s fastest-growing economy.
WHO IS 

     EXHIBITING? 
Leading international brands from Europe, US, Japan Select brands from Asia (e.g. China, Korea, Hong Kong & Taiwan) & Australia









 The Retailers competition for Chinese consumers is intensifying rapidly.
 A primary reason for this fact is the proportion of Chinese shoppers earning between 10,000 Yuan (USD 
1,564) and 24,000 Yuan (USD 3,750) per year has 
increased from 11% in 2004 to 28% in 2010.
Almost 1/3 of consumers also consciously keep up with the 
latest fashion trends for 2011 and45% “build their wardrobe” 
around di erent occasions and needs, rising from 36% in 
2010. Casual apparel currently delivers 58% of clothing sales 
in the country, and McKinsey has predicted total apparel 
revenues in China could hit $200bn in 2014, versus $114bn 
in 2009. 
1.1 The Apparel Market in Summary:
Large market with sustained rapid growth; highly 
fragmented 
(A) Already the second-largest apparel market in the world
(B) It will continue to grow at double-digit CARG 
(Compound Annual Rate Growth) in the next few years
(C) The market is fragmented, where top 10 apparel brands 
account for approximately 5% of China’s total apparel 
market
(D) Strong competition in Tier 1 and Tier 2 cities is driving 
retailers for regional expansion
(E) Smaller, successful brands and chains will likely become 
targets for increasing mergers and acquisitions 
1.2 Casual wear becoming a big driver of growth
Consumers are starting to become aware of occasion-based 
dressing, driving growth in casual wear segment 
1.3 Increasing brand consciousness, yet dropping brand 
loyalty 
Consumers in China are highly brand conscious, with 
continual increase in the share of the branded apparel 
market, however, Chinese consumers are becoming less 
brand loyal; suggesting challenges for increasing repurchase 
among target consumers
1.4. Growing importance of the specialty store format 

Department store is still an important channel; yet single branded specialty stores will enjoy the fastest growth in the 
market.

02 Retailers In China
(A) Pvh Apparel Group entered China in 2010 with its IZOD 
brand and plans to open 1,000 stores over next 5 years
(B) Gap opened first flag ship store in shanghai November 2010 
(12,000sqf) plus 3 more stores the same month. 
(C) Bestseller opened +3,000 store in over 300 cities; 
60% of all international stores are now in China
(D) Vancl.com chinese online retailer plans to raise USD750m – 


USD1bn in a U.S. IPO
(E) H&M opened 35 stores in 2010 to reach 90 stores by the 
end of the year. In may 2010 H&M opened stores in tier 2 cities 
Kunming and Nanjing (1 store each) diverting from their first 
strategy of concentrating only on tier 1 cities
(F) Zara reported it plans to open 120 stores by end of 2011 
(G) Meters/bonwe built 2,863 stores china-wide of which 2,340 


(81%) are franchise stores
(H) Uniqlo opened 55 stores total in 2010 (mainly tier 1+2 cities) 
and announced to open 1,000 stores in the next 10 years
(I) Mango plans to open 26 stores in 2011 and hopes to increase 
the number of stores from 120 to 700 in the next 3 years 
(J) Adidas plans to open 2,500 additional stores in lower tier 
cities, expanding its city coverage to more than 1,400 cities in 
the first half of 2010 adidas sales grew 32% to USD 783 million


 03 Market in Numbers
a) Fashion & Sportswear Chain in 2009
Stores    251,475    +9.74% pa
Retail Sales   USD 140.22 bn   +14.38% pa
Avg. store   93.0 m2   +4.14% pa
Avg. sta / store 8.02    +0.85% pa
Avg. sales/ store USD  0.56 m   +4.23% pa
Avg. sales.sqm   USD 6,021.5   N/A
Source: NBS, trade data, CCFA, Access Asia.


b) Department store in 2009
Department stores 7,330    +10.09% pa
Avg. Dept. store size 25,191 m2  -3.67%pa
Avg. employees/
Dept. store   325    +0.18 % pa
Retail sales value USD 299.25 bn   +12.03% pa
Avg. retail sales/ 
Dept. store  USD 40.16 m  +1.76% pa
Total purchase value USD 238.23 bn  +0.80% pa


Avg. purchase value/
Dept. store  USD 32.50 m  -8.45%pa
Source: NBS, trade data, CCFA, Access Asia
c) Online Apparel Retail Market in 2008
-23.69 million total online shoppers
-12.36 million online clothing shopper (+274.55%; 2005-2008)
-52.17% of total online shoppers are shopping for clothing
-USD 2.69 bn value of clothing purchase online in 2008
-In 2008 online clothing sales accounted for 4.68% of total apparel sales
-Market reached a total value of USD 4.83bn in h1 2009 +81% YoY
-Online clothing shopping accounted for 9.7% of total clothing retail in 2009
-The online apparel market is predicted to reach 17% of all the clothing retail in 
2012 with sales over USD 12.53bn 
Source: China IntelliConsulting Corp.
PAGE 05EXHIBITOR MANUAL 2012

d) Fashion & Apparel Retail Sales by product sector in 2009
CATEGORY SALES N BN US$ SALES VALUE % MARKET SALES VALUE % PA
Footwear              25.72                          18.35 %   +14.75 %
Knitwear              7.74                          5.52 %   +13.90 %
Men Outerwear    34.19                          24.39 %   +14.42 %
Under-& Nightwear 9.36                          6.67 %   +14.30 %
Children’s gmts.    11.51                          8.20 %   +14.30 %
Women Outerwear 48.98                          34.93 %   +14.26 %
TOTAL*                 140.22                          100.0 %   +14.38 %
*excluding hosiery category to be 100%

e) Fashion & Apparel Retail Volume by product sector in 2009
CATEGORY  SALES IN Million SALES VALUE % MARKET SALES VALUE % PA
Footwear  3,890.21 pairs  23.74 %    +17.35 %
Knitwear    1,959.52 pcs.  11.96 %    +16.48 %
Men Outerwear    1,040.23 pcs.    6.35 %    +16.92 %
Under-& Nightwear  3,875.15 pcs.  23.65 %    +17.01 %
Children gmts.  339.72 pcs.    2.07 %    +16.69 %
Women Outerwear 1,439.80 pcs.    8.79 %    +16.91 %
TOTAL*   16,384.17 pcs.  100.0 %    +17.00 %
*excluding hosiery category to be 100%
Source: NBS, trade data, CCFA, Access Asia.

f) Market size by outfit segments in USD bn
   2005  2006  2007  2008  CAGR
           2005-08
Total  65$  75$  89$  103$  +17%
Other  19  18  18  18  +15%
Formal  15  15  15  13  +12%
Sports  12  11  11  11  +14%
Casual  55  56  56  58  +19%

g) Clothing consumption by Income group
– Top 20% of households by income levels are among the fastest growing in terms of 
apparel spending (Growth  rate is about twice the size then of the lower classes)
– The lowest 10% are seeing rapid rise in spending (however, still relatively low-level,
spending on average less than the top 10%)
Urban per capita Value clothing consumption by Income Group 2009
HOUSEHOLDS  USD/  CLOTHING  WOMEN  MEN KIDS USD/ PIECE  % OF 
Top 10% Households 450.84  18.44  8.11  4.95 1.29 24.45  131.17
10% High Income 316.93  14.64  5.76  4.11 1.20 21.64  116.11
20% Upper middle  244.42  12.24  4.66  3.28 1.09 19.97  107.14
Income 
20% Middle Income 193.85  10.67  3.94  2.81 1.01 18.17    97.47
20% Lower middle  143.83    9.02  3.07  2.45 0.89 15.95    85.55
Income  
10% Low Income 102.12    7.28  2.40  1.89 0.79 14.03    75.26
10% Lowest Income 67.90    5.40  1.62  1.43 0.61 2.57    67.46
Average  198.88  10.67  3.97  2.85 1.01 18.64    100.00
h) National top 7 key buying factors for apparel
  % of respondents weighted sample size 2,069
Good style    74
Good fabric    58
Comfort    51
Right color    48
Value for money   34
Wide range of selection   29
Show of status    10

 The Event was amazing!!
info on the event….

Leave a Reply

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s

%d bloggers like this: