How Première Vision empowers Chinese brands’ global expansion

As global competition intensifies, going international is becoming essential for many Chinese brands. With more Chinese fashion brands emerging on the global stage, the fashion industry is transforming. The Jing Daily China Luxury Summit was held on May 22 at The Peninsula Hotel in Shanghai, where industry experts discussed brand development from the new perspective of jingzhi — a concept encapsulating refinement and exquisiteness in Chinese culture — in a global context. A second panel discussion featured Florence Rousson, president of Première Vision Management Board; Ye Shouzeng, founder and chairman of ICCF Group and CEO of Icicle; and Feng Chen Wang, founder of her namesake fashion brand. They explored the growth paths of Chinese fashion enterprises and brands and how international platforms can help local brands develop. Making the leap Among Chinese brands venturing overseas, Feng Chen Wang and Icicle are some of the most representative. In 2015, Feng Chen Wang debuted at New York Fashion Week, while in 2013, Icicle Group established a design center in Paris. Jing Daily asked these brands’ representatives what challenges they face in the global value chain. A designer who uses avant-garde methods to promote Chinese culture, Wang sees “cultural barriers” as a hurdle. “Our generation has many global citizens with cultural backgrounds that share similarities. As one of them, I find it difficult to purchase something very traditional because I don’t know how to style it. Therefore, I think it is necessary for Chinese brands to modernize traditional elements in their designs,” she says. The designer’s iconic Bamboo Bag, a modern interpretation of the traditional Chinese bamboo basket, has gained recognition on the international stage. Ye pointed out that the Chinese supply chain has room for improvement in supporting brands to go global. For example, given the global response to climate change, Chinese brands need to enhance the sustainability of their supply chains. “To become sustainable, brands need to invest more, improve working conditions, and reduce labor hours. Of course, with the support of continuously developing technology, we can effectively improve labor efficiency and balance these factors,” says Ye. The issues raised by Wang and Ye are common challenges faced by brands as they expand internationally. To solve their critical supply chain issues and power their international development, Feng Chen Wang and Icicle leveraged the global creative resource platform Première Vision Paris. Established in 1973, Première Vision Paris is the world’s premier apparel raw materials exhibition, held every February and July in Paris. The exhibition gathers top industry suppliers, covering yarns, fabrics, pattern designs, leather, accessories, garment manufacturing, and more, providing a platform for inspiration and supply chain support. Première Vision last year set up a transparency sourcing program titled “A Better Way” to help the industry become eco-friendly. This year, a Deadstock section was added to the program, which reassesses the significance of deadstock materials, along with guidance for creative sustainability. Finding a competitive advantage A robust supply chain is crucial, but given the complex and ever-changing international macro environment, enhancing global competitiveness amid increasingly fierce competition is also a question that brands need to consider. According to Rousson, Chinese brands can attract a broader global audience by leveraging their cultural heritage. The key is ensuring international consumers perceive the differentiated value of being a Chinese brand. “China has a very profound cultural foundation, which provides excellent material for brands to shape their stories and products. From a cultural perspective, China has many aspects that can be deeply explored as brand DNA,” she said. To better utilize this advantage, Ye suggested that brands also need to play an educational role for consumers, helping them see the value of these cultural foundations, which in turn creates a willingness to pay more for them. The recent inclusion of traditional Chinese crafts in the global crafts section of the exhibition fosters exposure and understanding. The exhibition’s “trends forum,” where guests can connect, explore, and share ideas, is also an important seasonal indicator for the textile fashion industry. In February, three of the five trends forums were launched in 3D versions, providing online viewing, communication, and purchasing services for remote buyers. And the Première Vision Marketplace online sourcing platform provides brands with inspiration throughout the year. “Première Vision is the hub of fashion trend information; we purchase Première Vision's color cards every year for our designers to research trending colors,” said Ye. Paris in July Première Vision Paris returns to the global fashion capital this July. One of the themes for the 25-26 Fall/Winter exhibition is “extremes.” The exhibition will showcase three trend directions: sensual expressivity, minimalist excellence, and inclusive eccentricity. “This season’s design aims to make quality, durability, and inclusivity the core values, making fashion not just an aesthetic choice but a firm commitment to sustainability and environmental responsibility,” said Première Vision fashion director Desolina Suter. The Hosted Guest program launched in February will also return, gathering key industry decision-makers from around the world and facilitating strategic partnerships. February’s exhibition brought together 1,180 exhibitors presenting their latest developments to 30,340 visitors from 125 countries and 194 guests. The July edition, held three weeks before the opening of the Paris Olympics, is expected to welcome more industry players. For exhibitors and brand buyers from China, it’s an opportunity to engage in East-West exchanges, whether that’s building product systems, promoting business cooperation, or enhancing global visibility. For Chinese brands eyeing international expansion, the opportunities for connection, collaboration, and innovation on Première Vision Paris’ creative exchange platform can help pave the way to global success.

How Première Vision empowers Chinese brands’ global expansion

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Published May 29, 2024

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How Première Vision empowers Chinese brands’ global expansion