The 20th Hong Kong Fashion Week for Spring/Summer came to a successful close. The four-day fair (8-11 July) attracted over 17,000 buyers from 76 countries and regions, up 3% over the previous year. Attendance from many markets also recorded significant growth, including Canada (up 46%), India (up 18%), the Philippines (up 22%), Singapore (up 12%), Taiwan (up 24%) and Thailand (up 22%), etc.

"The results of this year’s Hong Kong Fashion Week for Spring/Summer is encouraging," HKTDC Deputy Executive Director Benjamin Chau said. "In addition to an overall increase in buyers, buyers from emerging markets were also very active.

"With the expansion of the middle class and retail channels in emerging markets, consumers are increasingly looking for what's in vogue, and they demand high quality fashion. The market potentials are not to be missed."

To create more business opportunities, HKTDC organised 88 overseas buying missions – with close to 5,000 buyers – to come to the fair. Among them were representatives from renowned brands, large-scale chain stores and distributors.

From the emerging markets there were Brazil's Cavalera, the Chinese mainland's VANCL, Poland's Top Secret, Russia's Ledi Sharm, South Africa's Truworths Limited, UAE's Namshi.com, and Vietnam's CT Retail, etc.

Responding to market demand, a Small-Order Zone was set up at the Expo Drive entrance of this year’s Hong Kong Fashion Week for Spring/Summer.

The Zone sported a new look, and buyers could browse in a boutique setting. Close to 150 showcases and garment racks displayed fine fashion products and accessories available for order in small quantities, with the MOQ ranging from 20 to 1,000. Over 7,600 buyers visited the zone during the four-day period, generating over 12,000 business connections.

Following this year’s fashion trends, HKTDC adopted Sweet Fashionland as the theme for this year’s fair, and turned the exhibition venue into a colourful world of fashion. The fair had a good ambience and both exhibitors and buyers were pleased.

Hong Kong exhibitor X Zero Limited was attending the fair for the first time. Its Brand Manager Kammy Law said they had received almost 50 buyer enquiries on the first day, from markets including the Chinese mainland, Singapore and Malaysia.

Some even placed orders right away. Law said that her company used to export mainly to European and the US markets, but with the poor economic conditions in recent years, the frequency and quantity of orders from these markets have continued to decline.

Just last year, their sales in European markets slipped by 20-30%. The company thus restructured and established their own brand marzozo, and shifted their focus to the Chinese mainland market.

Law remarked, “The Chinese mainland economy is booming, and so is the country’s consumption power. Customers often care little about the price, and that presents enormous potentials. We have met many buyers from the mainland at the fair, and they are highly interested in branded fashion.

"This would greatly help our opening of sales points in different provinces in the future."Law said her company would continue to attend Hong Kong Fashion Week in the coming years. They would even like to join the fashion shows to further promote the brand.

Taiwanese exhibitor Hoya Knitwear Factory is a women's knitwear manufacturer. They had already received orders from the Chinese mainland, Japan, Korea, Turkey, etc. on the first day of the fair. Vivian Yin, Hoya's owner and designer, said she expected total orders generated from the fair to amount to US$600,000.

Apart from being a good place to take orders, Yin considered the fair a good channel to understand more about buyer requirements from different countries and regions, such as their preferences and pricing.”

Brazilian buyer Alberto Hiar found this year’s fair filled with quality suppliers. He said he had come to look for new designs and quality fashion items. Hiar's company, Cavalera, operates 30 shops in Brazil and supplies garments to over 800 retailers.

The company had placed a total of approximately US$1.3 million worth of orders at Hong Kong Fashion Week for Spring/Summer last year and the Fall/Winter edition this year. Hiar said that since they started sourcing from Hong Kong Fashion Week for Spring/Summer last year, their sales have increased 30%. The products are highly popular with Brazilian consumers.

Hong Kong Fashion Week for Spring/Summer is organised by the Hong Kong Trade Development Council. The fair was held at the Hong Kong Convention and Exhibition Centre from 8-11 July. The fair brought together over 1,260 exhibitors from 20 countries and regions and showcased the latest brand designs, international fashion, accessories, and all sorts of fabrics and sewing supplies.