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Foreign apparel brands vie for business at Novomania fair
Mar '12
Several US, European and Asian investors eyeing to penetrate in Chinese apparel market participated in the third edition of the Novomania trade show held in Shanghai earlier this month.

Over 100 European, American and Asian brands showcased a range of sports, denim, streetwears, contemporary wear and accessories at the show, which attracted around 13,000 visitors.

The show, organized by Novo Group, is looked upon as a first step towards penetration in Chinese markets, as participants get an opportunity to present their products to Chinese customers and grab big orders, while learning about the market.

Novomania trade show aims at furthering the participating brands with an opportunity to understand the Chinese market as well as the several business models through which they can partner with other potential investors in China.

According to experts, doing business in China calls for thorough understanding of the Chinese market and branding. They add that foreign firms need to choose from several of the various modes of doing business in China, including appointing a distributor, licensing, joint ventures or direct penetration in market as a foreign-owned entity.

Chinese markets normally stick to the concept of mono-brands, while retail business in the US and across the globe adheres to the notion of multi-brand outlets, experts add.

The brands participating in the fair featured fashion retail concepts to develop associations with distributors, shopping malls and franchisers.

Fibre2fashion News Desk - China

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