New Tranoï Shanghai trade show to launch on March 28

By

Anaïs Lerévérend

Translated by
Nicola Mira

Published
Mar 13, 2019

The time has come for the Chinese project by trade show Tranoï to take flight. The organiser of the Parisian fashion show announced the birth of Tranoï Shanghai a few months ago, and is now finally ready to stage the new event’s first edition, scheduled on March 28 to 31. The format will be that of a show within a show, since Tranoï Shanghai will be held as part of the local Ontimeshow event, at the West Bund Art Center.

Tranoï will have its own dedicated setting and look within the Chinese fashion event, which brings together about 200 exhibitors, mostly medium to high-end creative labels. The French show will present about 20 brands, mostly from Europe and now ready to venture out into China, which usually exhibit at Tranoï’s four annual Parisian editions. The selection includes womenswear and menswear designer labels and also accessories labels, among them Lener Cordier, Arthur Avellano, Le Studio Pierre and Inès & Maréchal from France, as well as French-Italian label Pierre-Louis Mascia, Korean label Bmuet(te), Harris Warf London and Faliero Sarti.

The outstanding feature of the Tranoï Shanghai project is the double partnership it enjoys with both the Ontimeshow and local showroom DFO International. With the latter’s help, Tranoï offers exhibitors not simply a stand but also a special support package.

“We are offering a complete service package to brands, some of which are approaching the Chinese market for the first time. The idea is to give them the opportunity, if they so wish, of enjoying a comprehensive assistance, from the greeting of visitors at the stand to the final delivery of their products to Chinese retailers. We can support them partially or totally, from getting ready for selling before the show, to order-taking, follow-up, payments, logistics and more,” said David Hadida, director of Tranoï.

This initiative is something of a test for Tranoï. If successful, it could potentially be deployed in other countries, and possibly also on a smaller scale at shows in France, to support foreign exhibitors.

Given this approach, Tranoï said it has chosen the exhibitor brands meticulously, to ensure they are in good shape to enter the Chinese market, with the advice of both DFO International and Ontimeshow.