According to a released by an Asian leading brand distributor and operator, Chinese consumers are now increasingly showing interest in niche brands that while less known, still offer great style and quality. Discovering unique, premium, and high-quality niche products is the new normal for a new generation of Chinese consumers.
Working to capture this evolving consumer trend, Yolanda Jiang, Export Manager of Pacific Trade Invest (PTI) China says Chinese interest in Pacific-based fashion is growing.
“Inspired by the landscape, people and culture, Pacific fashion is one of a kind with its symbolic, vibrant patterns and designs. Some Pacific fashion brands have been widely acclaimed internationally but are little known in mainstream China. For example, Pacific black pearls are popular in Chinese high-end markets, but less known to most.
“We have observed a great match for Pacific niche products and Chinese consumers’ new habits. Building relationships and making consumers get a ‘look and feel’ of the product has been a work in progress by our team.”
As such, the concept of an inaugural ‘Pacific Fashion Night’ in Beijing was born. Not only does PTI China have a great connection with a myriad of premium Pacific brands, but, playing to their strengths, the office is also familiar with the Chinese market, potential importers, and Chinese fashion media, while also being intimately familiar with the way of the Pacific, and the many rich cultures, traditions, and histories within it.
PTI China selected one of Beijing’s busiest central districts as the venue to host the Pacific Fashion Night and was one of the offices first attempts to draw on niche market opportunities in China. The event featured two leading Pacific fashion brands and a high-end jewellery brand. To begin, professional Chinese models took to the runway displaying a range of Pacific modern fashion collection. Potential Chinese buyers, Chinese fashion outlets and fashion media enjoyed a glimpse of the potential of Pacific fashion and accessories.
The second part of the catwalk performance featured Pacific models wearing Pacific Island-influenced attire and accessories, aimed at showcasing the richness of Pacific culture and heritage to the Chinese audience. Models lathered in coconut oil showcased traditional costumes and cultural items of Solomon Islands, Papua New Guinea, and Fiji. The audience was dazzled by the vibrancy of the performance.
In his opening speech on the night, Mona Mato, Trade Commissioner of PTI China, said he hoped the event would allow Pacific businesses to forge further connections within the China market.
“The show tonight is about creating business opportunities for our Pacific designers and buyers in China – our role is to establish these business relationships to generate business leads and outcomes – and our aim at Pacific Trade Invest China is for this fashion event tonight to grow into a China–Pacific Islands Fashion Week in the future,”
Considerable positive feedback was received, and potential export leads were generated from the event.
“I am pleased at the success of our very first Pacific Fashion Night in China. Exploring ideal high-end platforms to showcase our Pacific products has been a key priority in our work plan this year,” said Trade Commissioner Mato. “In the future, we will continue to explore creative and unconventional event formats to best connect our Pacific exporters to potential high-end Chinese buyers.”
For more information on Pacific exports into the China market, please contact Yolanda Jiang, Export Manager of Pacific Trade Invest (PTI) China at yolanda.jiang@pacifictradeinvest.org.cn.
