• CHIC Shanghai, March 17-19, 2021 instead of March 10-12, 2021 (due to new regulations to control the infection rate)

• 905 exhibitors are present at CHIC

• Parallel: CHIC ONLINE as a digital platform with upgrade of the CHIC  APP

• CHIC GARDEN: puts fashion and sustainability in the limelight

Right at the beginning of the Chinese Year of the Ox, which is attributed to patience, diligence, strength and the ability to overcome all difficulties, the CHIC  spring  event  takes  place  from  March  17th  to  19th  under  strict hygiene guidelines at the National Exhibition & Convention Center in Shanghai. Due to new regulations to control the infection rate the fair will take place from March 17 to 19, 2021. The original fair date was March 10 to 12, 2021.

The Chinese economy has recovered again after the pandemic in China and already reached pre-crisis level with 6.5% growth in the fourth quarter of 2020. McKinsey estimates a 5 to 10% growth in sales in China in 2021 compared to 2019. Thanks to good sales in China, the fashion luxury brands in particular have been able to improve their sales figures. But also regarding online trade, Chinese ecommerce sales were in first place worldwide for the eighth year in a row. The average per capita income of consumers rose by 3.8% last year. 

905 exhibitors and 932 brands will present themselves on site at CHIC. The experiences of the last offline events of CHIC last year have shown how important personal encounters and contacts are for the industry and trade.  Trade visitors  are  addressed  with  intensive marketing.  Around 95,000 trade visitors from all retail areas, including all relevant online sales platforms, are expected. CHIC's online and live streaming events, which run parallel to the trade fairs, have recorded an average of 150,000 clicks on each show since April last year.

CHIC Garden

With lofty goals, China has committed itself to a clean environment. The country is to become climate neutral by 2060, which of course also affects the fashion sector. Overall, the awareness of Chinese consumers has developed even more towards high-quality, sustainable collections. In their "State of Fashion 2021" report, McKinsey & BoF analyze the awareness development in China stating that consumers and producers are increasingly recognizing the importance of joint efforts by all participants in the value chain to work together in order to achieve sustainability in the fashion industry.

The CHIC flagship event visualizes this topic with the "CHIC Garden" theme. With the help of garden design experts, the fair is transformed into an inspiring garden paradise that reflects closeness to nature and the appreciation of natural resources. It gives people a sense of well-being after the period of restrictions and fears caused by the pandemic.

CHIC leads into inspiring garden worlds, which put the 10 shows in show in scene accordingly: CHIC Men´s,     CHIC Women´s,   CHIC Impulses (designer), CHIC-YOUNG BLOOD (streetwear), CHIC KIDZ (kidswear), CHIC Accessories, Shoes and Bags, CHIC Tailoring, CHIC Winter´s (Fur & Leatherwear), CHIC Sourcing – Superior Factory/Denim, CHIC Sourcing – Future Link (innovations for fashion and retail), etc.

The CHIC Wonderland is co-organized with IMG and will display special collections of sneakers that were designed in collaboration with contemporary artists. A special professional forum for the shoes industry will be held by CHIC and FN (Footwear News) and give important industry insights into important hot topics such as design, sports, entertainments, and sustainability.

Furthermore, the CHIC X FNAA awards will be held on site.

Due to the current pandemic situation and travel restrictions, international participation at the fair is reduced to companies that can participate on-site with local partners due to their already established infrastructure, such as CALPIERRE, DUEDI from Italy in the CHIC Tailoring, LangerChen from Germany in CHIC Women´s, MANNYLONQ from Korea in CHIC Young Blood etc. AnotherOne from Italy - with 382 shops in China – also shows the current collection at CHIC.

CHIC ONLINE is the alternative for all manufacturers and visitors who cannot or do not want to travel to the trade fair. It enables digital participation to set up or maintain the customer and partner network.

CHIC digital marketing

China has the world's largest e-commerce market; more than 830 million people there use the internet every day - mostly on mobile devices. Digital marketing is essential for marketing to China's consumer market. Live streaming and retailtainment are the tools used by influencers as well as the major national online platforms. Social media apps such as WeChat, Weibo, Tencent QQ, Douban, Xiao Hong Shu (Little Red Book), DouYin (TikTok) and many more are constitutive components of everyday life for Chinese consumers.

CHIC uses all these channels to promote the fair and the exhibitors, live streaming of the fair, WeChat advertising before, during and after the event. The features of the mini-program of the CHIC APP are continuously expanded and improved. In addition to all information about the fair, such as the exhibitor catalog, event schedule, show calendar, etc., CHIC ONLINE is carried out via this program. Here, visitors can find out about the range of exhibitors and can get in direct contact with the brands. CHIC connects visitors and exhibitors in a targeted manner and arranges match- making events through the CHIC APP. Representatives of all relevant distribution channels take part, from multi brand shops to boutiques, e- commerce platforms, department stores: Wanda Plaza, Wangfujing Department Stores, LiQunShopping Center, JD.com, amazon, TMall, you .163.com, xiaomi.com, etc.

CHIC events

CHIC TALK and CHIC SHOWS will also take place both offline and online. All seminars, workshops and shows are organized as hybrid events. CHIC TALK picks up on the latest developments in the Chinese fashion market; the  CHIC SHOWS  present the  latest collections from  Chinese market leaders and up-and-coming young fashion brands. The designers' show "Reach & Touch" will present well-known brands like Hua Mu Shen, Jie Mo Yuan Chuang, Si Chou Hua Yuan, Yvonne Choi, Dumpty as well as QZ SHEN, the young streetwear label from Beijing. In addition, the men's fashion  label  HLA  and  the  Hong  Trade Development  Council  will  be present at the CHIC SHOWS.

CHIC schedule