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Today’s Chinese kids are increasingly being dressed to a fashion.

“The demand for the children’s wear in China has shifted from fulfilling basic needs to pursuing fashion and style,” says marketing director Aber of Shenzhen Perseus Brand Management, an exhibitor at Cool Kids Fashion Shanghai this week.

“Nowadays, Chinese kids want to look ‘cool’ and ‘chic’, so we have incorporated these elements into our products.”

Differentiation by style, branding and marketing has become more important as demand rises, says Kidswant Children Products product centre director Pinky Lu. “Low prices are no longer effective in securing market share; conversely, the ability to suit personal taste differences is becoming more important.”

More than 70 global fashion brands will be showcasing their latest product at the third edition of Cool Kids Fashion Shanghai, being held concurrently with CBME China from July 20 to 22.

Fierce competition

With fierce competition in the children’s fashion market in China, brands are constantly pushing out new products, says Baodaxiang Shopping for Kids Group procurement manager Yanjing Wang. “The new generation of consumers is more interested in style, brands and value for money.”

Among the brands at Cool Kids Fashion will be B. Duck (Hong Kong), CCILU (Japan), Cocolico (France), Lab by Baby (Korea), Metro Kids Company (Portugal), Mim-Pi (Netherlands), Overkids (Italy), RIA (Spain), Shadez (Switzerland) and Tip Toey Joey (Brazil). The event will bring together distributors, department stores and property developers, franchisees and fashion buyers.

There will also be events highlighting trends, creativity, innovation and talent.

Trend forum speakers include WGSN creative director Zhang Yiling and H&M visual merchandising manager Raj.

Twenty shortlisted aspiring designers out of 1035 contestants will have their designs and creations displayed at the Kids Design Contest Gallery, followed by a runway showcase.

Brands featuring in the fashion shows include Angel’s Face (UK), BabyBol (Spain), Blaa (Finland), Maya (US), PennyScallan (Australia) and Teddy Doctor (China).

Meanwhile, CBME China will showcase baby, child and maternity products. The two shows will cover 223,305 sqm, featuring 3673 brands from 2366 suppliers, at the National Exhibition and Convention Center (NECC) in Shanghai.

Design is one of the most important factors when parents buy children’s clothing, according to the UBM China Baby Products Market Consumer Research Report 2015.

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