With minimal international travel flow domestic designers arguably have better reach than ever. 🔐
BEIJING — “It didn’t change that much, which is a big surprise for us,” said Aroma Xie, cofounder of Ontime Show. She was talking about the just-wrapped season of the trade show held at TX Huaihai.
“Some of the Chinese buyers still went to Paris to order there in February, but some of them didn’t go and ended up with some saved budget usually set for foreign brands, and now, can use it on Chinese brands,” said Xie. “I have many media and stylists coming, too [to the show]. Shooting plans have been altered. If they had a shoot in Europe that cannot happen, they are trying to borrow Chinese brand samples.”That’s not to say that brands haven’t had to make adjustments to the new market normal.
But while having different views about what styles are selling, many agreed that the average price per item has dropped. “People were more active for online shopping during [the time we were] trapped at home even though they don’t have much chance to wear new clothes,” she said. “But I also realized per consumer transaction is getting a little bit lower. I think when people get bored, shopping can comfort people in a way, but in reality there is still limited budget for everybody.
“Several brands when COVID-19 first hit Asia moved a lot of their stock outside of China,” Mauron said. “The brands that were able to shift it back in time here as Europe and the U.S. became affected are rebounding. But some struggled to get their inventory back in and now have demand they cannot fulfill.”
She went on: “We are seeing a greater share of buying into brands that are more flexible and react quicker to what is happening in the world. With the current pandemic situation, brands who can adapt quicker to the shift in customers’ behavior are more likely to stay in business than the ones that are abiding by the traditional business models.”
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