Appareal brands that are looking to break into the Chinese market will get assistance from MAGIC this fall when the trade show giant launches MAGIC China, a three-day boot camp to get companies up to speed on what it will take to enter the fast-growing Chinese market.
“We believe [China is] the biggest opportunity for a generation of brands,” said Courtney Hartmann vice president of international development for MAGIC’S parent company Advanstar.
Hartmann said the opportunity exists even for companies that are not looking to open stores in China. Brands looking to capture Chinese tourist business need to understand this growing market.
“China is a demographic, not a geography,” she said
The Oct. 24–26 event in Shanghai will include workshops and panel discussions with industry experts, distributors and consultants for international brands, including Nautica, Nike and Tory Burch. During this event there will be retail tours and the opportunity to meet with mall owners and real estate developers. Organizers will also hold consumer focus groups specializing in affordable luxury, street fashion and juniors.
Attendees will learn about the many strategies for entering the Chinese market, including using a distributor, forming a joint venture and finding licensing partners.