April 2019 proved a big month in China Fashion’s quest for global domination. From New York City’s China Institute to Grand Central Station Terminal, the heat was on. No April Fools’.
W[/su_dropcap]ithin the span of just one month, there were multiple events hosted across the City that revolved around Chinese fashion. The red thread woven throughout the host of New York-based was to connect the Chinese fashion industry with that in New York. A true East meets West fairytale.
However, as The New Made In China tag travels from fable to fairer trade, China Fashion is no longer just a flighty fairytale, it’s a fashion and design story coming to (daily) life. Time to fly high.
Invizible Marketing paired up with the Yu Sai Kan Beauty Charity Fund and Play Lounge Official to host the China Chic Pop-Up inside NYC Grand Central Terminal. Courtesy of Invizible Marketing, 2019. All rights reserved[/caption]
Mid-Flight Snackings
Grand Central Station and Invizible Marketing PR from April 26 to April 30 paired up with the Yu Sai Kan Beauty Charity Fund and Play Lounge Official, collecting and connecting 20 different Chinese brands to the hub of New York. The goal was simply to make Chinese fashion more visible and exhibit contemporary Chinese design, culminating in a beautiful selection that well represented what Chinese brands were innovating today.
On the flipside, then, the price tags attached may potentially be putting spanners in the new works.
The designs and materials are of extreme quality. Yet, when it comes down to it, the real question remains whether or not the price matches the piece. Without any kind of branded history providing these brands with some extra MSG, there is no real connection to the brand.
Tumultuous marketing times swing both ways. Image via Twitter, 2019.
Branding Turbulence
Though we cannot compare the Chinese consumer to the American buyer, when American brands entered the China market, they needed to invest heavily in the education of Chinese consumers on their background, as to simply validate the price and quality of their goods.
The brands are admittedly newer, yet could use a stronger back story to communicate their value to a new clientele. Until that happens, many American buyers, who are not as invested in the evolution of The New Made in China revolution, will continue to doubt the Chinese brands. In turn disrupting the overall process of expansion.
Additionally, the prices do on one hand dictate the quality of the goods, however on the other, are targeting a very very wealthy consumer, who truthfully speaking does not dominate the shopping market.
The China Fashion Gala 2019. From Left to right: Simon Collins, Liz Claman, Jason Wu, Angelica Cheung, Shu Qi, Yue-Sai Kan, BING, James Heimowitz, Vivian Xue, Dee Poon, Sophia Sheng, Anla Cheng and Chien Chung Pei. Courtesy of China Institute, 2019. All rights reserved
Cabin Crew Sign-Off
As a follow-up to the grandeur of Grand Central, Yu Sai Kan on May 1 hosted her annual China Fashion Gala at the Plaza Hotel, featuring designer Jason Wu and warmly welcoming Vogue China Editor-in-Chief Angelica Cheung. Others on the honoree list included:
- Dee Poon, Esquel Group, sustainability advocate
- Shu Qi, Award-Winning Actress
- Shanghai Pechoin Group, China’s No. 1 selling skincare brand
These April events combined truly showcase a sense of desire for the meeting of the minds. Meaning?
In order to find out, you will have to circle back to the full article as featured on Chinese Graffiti. Click right here!
THIS ARTICLE WAS ORIGINALLY WRITTEN BY JESSICA LAITER FOR CHINESE GRAFFITI
EDITED BY ELSBETH VAN PARIDON FOR TEMPER MAGAZINE
FEATURED IMAGE: COURTESY OF POP FASHION, 2019. ALL RIGHTS RESERVED
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Laiter went on to earn a Bachelor’s Degree in Chinese Studies and Communications Rhetoric at The University of Pittsburgh and a Master's Degree in Translation at NYU. Immediately after college, she moved to New York City and since then has worked in a number of different industries such as branding, manufacturing, fashion, public relations and real estate. China always acting as the common denominator.
Inspired by her career, Laiter launched a website called Chinese Graffiti, on which she features emerging Chinese designers, talks about the intersection of tradition and modernity in China, as well as the evolution of society and business culture. As time went on, she sought out like-minded businesses individuals who were interested in a similar market, which is how she became involved with Temper.
The China market is creating a whirlwind around the glob and it’s only just getting started.
The world can be a small place with a dash of mutual understanding and Laiter loves to be the storyteller who helps to bridge that gap.
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