Cool Kids Fashion Shanghai featured 95 brands
Today’s children are having a greater say in the choice of clothing than previous generations, creating opportunities for brands and retailers.
“Kids nowadays are opinionated and have a strong voice in their parents’ purchasing decisions, particularly for clothing,” says GM Athena Gong of exhibition company UBM China (Hangzhou), which runs the annual Cool Kids Fashion Shanghai exhibition.
More than 95 brands from 16 countries and regions will showcase their collections at this year’s event, the fourth edition, to be held in the National Exhibition and Convention Center (NECC) from July 19 to 21.
“Nielsen’s latest survey shows that the younger generation parents are looking for products and brands that are unique and define their personalities,” says Gong.
“This is particularly true in apparel and accessories selection and purchase. Kids’ fashion in particular is one segment of the market that is highly affected. Clothing and accessories selection is not only in the hands of parents these days, but kids have strong opinions on what design they prefer. Kids’ fashion brands are challenged to come up with more appealing, fashionable yet comfortable designs for this target market.”
Gong says Cool Kids Fashion Shanghai provides children’s fashion brands, designers and China’s kids fashion key movers a fashion trade event for kids in China to showcase their collections and network with their peers in the industry.
“This is where the trends for kids’ fashion are set and is the gateway for any brand looking to reach China’s kids’ fashion apparel market.”
Participating brands include Barbie, Bearpabey, Cienta, Clovis Australia, Cocobambi, Comotomo, Cottonbebe, Disney, Emile et Rose, Ergobag, Fendi, FG4 London, Frankie & Maude Australia, Itty-bitty, Jujubong, Melissa, Nanos, Moschino, Momo Baby, Okker-Gokker Nature, Pepino, Ricosta, SpongeBob SquarePants, Sudo Kids, Super Cute and Tip Toey Joey.
Trends and tips
Activities and discussions are also on the program at the exhibition.
At the trends forums, Zheng Mianmian of trend-forecasting company WGSN will present fashion trends for autumn/winter while Professor Zhaorong Li of Qinghua University will provide tips on how to close business deals for children’s fashion.
Aspiring designers feature at the Kids Fashion Design Contest & Gallery, which has received 1241 entries. Twenty collections will be displayed with the final judging involving a fashion show on July 20.
Fashion shows will highlight collections from 15 brands including Babiboo, Babybol, Boboli, Hanakimi, Hasbro, Maya, Mayoral, Pan con Chocolate, Paz Rodriguez, Susana Mazzarino, Teddy Doctor and Transformers.
Business-matching sessions have also been scheduled with buyers from department and specialty stores in China.
The event is co-located with CBME China, covering 239,730 sqm, which showcases child, baby and maternity products with 3952 brands from 2662 exhibitors.