Tranoï has announced a new innovative trade show format to take place
during autumn/winter 2020 Shanghai Fashion Week after joining forces with
DFO, a 360-degree market development group for fashion, accessories, and
lifestyle brands that help brands improve their presence in China.
The new trade show, Nova x by DFO and Tranoï has been designed to act as
a springboard for brands entering the Chinese market and will offer three
levels of service, according to designers business maturity, which
organisers states will “break with the traditional trade show”.
The three models will be: the Next, offering marketing support for
emerging talents new to the Chinese market; the Designer, featuring sales
support aimed at top up-and-coming designers wishing to build business in
China; and the Showroom, a full distribution offering that will showcase
the “most mature and commercially sought-after designers”.
“This new project in collaboration with DFO is perfectly in line with
Tranoï’s development strategy: to offer brands a new kind of trade fair
that adapts their offer to the specificities of the market,” explained
Boris Provost, chief executive of Tranoï in a statement. “With Nova by DFO
and Tranoï, we offer 3 different formats that cater to different brands on
the market with various levels of maturity and to the different needs of
their sales teams.”
Taking place at the Shanghai Expo, from March 17-30, 2020, the trade
show will offer dedicated buyer invitation and appointments, catwalk
events, model presentations, cocktail events, seminars on the important
topics of the Chinese market, store tours and meet-and-greets, dedicated PR
services, and artistic installations, said organisers.
Mei mei Ding, chief executive of DFO, added: “For DFO, this is a true
milestone. It is an honour to extend our know-how and experiences to help
more brands to enter the Chinese market. In order to provide more in-depth
strategies for brands under our distribution arm, we have been more and
more selective in our brand portfolio. Nova by DFO and Tranoï, allows us to
work with great partners and keep an eye on the next best talents.”
