Leader

By+Zheng+Ran

During the 10th anniversary of the show， the reporter talked with Ms. Taya de REYNIES， Director of lingerie and swimwear division， and she shared her views frankly about the fashion and the market of intimates and swimwear， especially in China.

China Textile： For you， whats your understanding of Chinas fashion market， and what does the market mean to you？

Taya： I think Chinese market， in terms of fashion， is growing steadily. I think the main points now for it are retail and distribution， which are keeping going down in the Chinese market. While on the basis of our survey for new trend by asking consumers what they like， what they use， what they want to see in the shops， we get the feedback that more than 50 percent respondents reflect that Chinese brands have too many similar products， but they want something more personality. So， in my opinion， it is very important for the market to deliver quality products and meet individual need for customers. Besides， Chinese brands need to investigate more in its history.

And for our trade show， facing the situation here， we develop some workshops to help the Chinese and international brands to develop their knowledge and creativity in a professional， focused atmosphere， such as the concepts of the fashion， the pricing and merchandising， and the added value. You know， some brands may own two or three advantages， but there are two or three things missing， then it is important to fill them. And what we workshops do can promote these brands be successors， step by step.

China Textile： Since the world-wide economic crisis broke in 2008， the economy has been enduring weak appearance. Does it affect the intimates and swimwear business？

Taya： I think for China， there is no crisis you say. But the fact is for European， here is a crisis with a 2 or 3 percent as a benign growth， instead of 8%， so you are surviving. Actually， for many European countries， with a -1% to -5% growing yearly， china is not in the trouble of economic crisis， and it is just in a slower growth.

Under the background， we trade show is a bridge to connect china and Europe. In Europe， sales and distributions are also very important grounds. We know， the brands， while in China， have not enough concept shops comparing with the Europeans， and I think in the future we still have a large room to cooperate in the new area， for example， we could find a way to put underwear and cosmetics together into a concept store to selling the idea of beauty with inside and outside.

China Textile： There are many enterprises coming to the exhibition from different countries and regions. Would you please talk about the different outstanding features of enterprises from different countries and regions on the exhibitions？

Taya： In terms of exhibitors， we have main numbers coming from mainland China， and we have also ones from Taiwan， Hong Kong， also from East Asia， some from Thailands companies， and some sectors from Indonesian companies， etc.

We have the feelings that things are moving. Here is the fact that the countries like Bangladesh and Vietnam where the manufacturing cost is low. So facing the growing demand of underwear， the Chinese brands should take it seriously in the communication with other countries to achieve complementary win-win future.

China Textile： These Chinese brands， such as GUJIN， AIMER， are so familiar to Chinese customers. In your opinion， how do the foreign brands come into the chinas market and compete with these brands？

Taya： You know， everyone has opportunity. Some of European brands are very expensive and high-luxury， and they focus on just certain Chinese customer. I think thats the competitiveness of European brands， which invest a lot in European fabrics， laces， etc. Its worth noting that compared with two or three years ago， more and more women， with a growing income， want to consume for their confidence. Therefore， the Chinese market share is growing accordingly， and European and international brands choose to explore here. In a word， the need grows， the market share for every brand grows.

China Textile： Would you like to share your idea about the trend of 2015/ 2016？ And what will you prepare to face the changing situation and adapt to it？

Taya： To speak about the trends， there is really new things in our brands fashion shows. This edition， global brands come here to search for opportunities in Asia， such as：

Chantelle， Madame M， Pitahaya， Lise Charmel， Eprise， Epure， Antigel， Antinéa， Balnéaire， BodyGuard， Yes code， GHIRO， Olaf benz， Manstore， Yalanka， Honey Rocks， Classico Belleza， Gujin and more…

The trend for colors which arouse a memory， tell a story， evoke a fragrance… The red family， from spicy cumin and saffron to earthy red and brown， creating an exotic ambience without being overtly ‘ethnic. The love of natural tones， far beyond ordinary， evocative of the earth， the sun， the energy of nature…

Besides colors， the trend of products emphasizes more on flexibility， softness， and penetrability. The industry applies laces， silk fabrics， 3D materials， etc. to produce innovative made-up articles to lead the fashion.