Paris and Milan may not hold a monopoly in the fashion industry forever China is poised to take a stroll on the international catwalk.
China and the broader Asia region will emerge as a major global design and cultural influence in the years to come, predict trends specialists Worth Global Style Network. London-based WGSN is a firm that analyses and researches the fashion and style industries, and releases its findings to subscribing clients.
"The growth of the Chinese economy and the build-up to Beijing Olympics will focus unprecedented world attention on China," said Roger Tredre, editor-in-chief of WGSN, who spoke on trends in Beijing yesterday. "We expect this to include broad global interest in Chinese culture, style, design and fashion."
This is the first time WGSN choose to release its global trends in China, which indicates the firm's strong interest in the Chinese market.
"We believe a number of Chinese fashion companies may become global brands in the near future," he noted.
Among WGSN's top ten trends, Tredre emphasized "fast fashion," which he believes will influence the Chinese fashion industry.
He explained the term means speed of turnaround from season to season.
"It means small batch internal manufacturing, producing very small runs for key stores to either test the market or simply create a buzz of excitement on the part of the consumer."
He said that this kind of model can effectively lure shoppers into stores on a regular basis. He cited an example of Spanish brand Zara, which opened its first store in Shanghai in February.
Zara stores offer new products almost every week. The Zara model is creating a fast shopping rhythm, which will become the norm for all market levels.
"The Chinese firms will soon join the trend," Tredre predicted, after observing stores at Beijing's Xidan commercial area and Shanghai's Nanjing West Road.
He stressed that the quality of much made-in-China apparel is "excellent or even better than their European counterparts."
"As long as they are building up their own brand, they (Chinese brands) will grow into global giants."
WGSN is planning to set up an office in China, to "further enhance the co-operation with institutes and government organizations, develop more subscribers," Tredre told China Daily, revealing that expansion plans will be kicked off shortly.
Currently WGSN has 20 to 25 direct Chinese clients, including the sportswear brand Li Ning.
Tredre said the analysis organization focuses on large-scaled companies and rising stars that want to keep an eye on the global market. The subscription fee is US$25,000 a year.
Noting that China's major garment manufacturers are mostly small and medium-sized enterprises, Tredre said the firm will first provide those firms some free information and free access to its trend seminars, and finally develop them into clients.
"Our long-term work is focused on tracking consumer and industry attitudes and behaviour. Our medium-term and short-term work is focused on detailed analysis of trends affecting clothing, footwear, accessories and cosmetics," Tredre said.
Launched in 1998, WGSN employs over 100 staff, researchers and journalists around the world. It has offices in New York, Los Angeles, Hong Kong, Tokyo, Milan and Paris.
Its customers include Giorgio Armani, Calvin Klein, Diesel, mobile phone company Nokia and auto manufacturer General Motors.
(China Daily April 7, 2006)
