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Fashion designers gradually move from runway to trade fair
Sep '13
Although several emerging designers still focus on fashion shows for promoting their brands, the fashion world is gradually opting trade fairs to interact with the clients.
In an interview with fibre2fashion, UK-based fashion designer Manish Bansal, who is known for his designs using surface ornamentation and creative use of textiles, says, “Fashion shows definitely have a good marketing strategy but I think trade shows and other events play a better role in marketing brand.”
“There is more interaction between the designers and the clients, the people can touch and feel the garments in trade fairs,” he adds.
In the recently ended Novomania 2013, an international fashion trade show, over 100 brands from 19 countries and regions, including France, Italy, Spain, Portugal, Russia, Australia, Japan, Korea, Mainland China and Hong Kong, showcased their new collections.
Nana Lee, director of Korean brand Lie Sang Bong, which has showcased its latest collection in the Novamania 2013, said in a statement, “I was excited to meet great people there and our Chinese buyers do not need to come to Paris or New York to meet us.”
However, Danish fashion designer Stine Ladefoged, who is known for her Scandinavian simplicity as well as innovative detailing, said, “Fashion weeks help smaller brands to emerge on the international scene as it helps to create buzz and visibility.”

Fibre2fashion News Desk - India

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