Latest Ontimeshow News
Jul 6, 2021
Buyers at Ontimeshow resort edition in Shanghai. Courtesy Ontimeshow, the largest trade show during Shanghai Fashion Week, hosted its first summer edition at the end of June. More than 2,350 buyers visited the curated showcase of 32 brands and placed 240 orders. Half of the brands were selling resort collections. Yeli Gu, founder of Ontimeshow, said the pre-collections present “an unmissable opportunity” for retailers and designers in China. “In today’s fast-paced internet age, where people expect new things on a daily basis, pre-collections create more exposure and commercial revenue for the brands. Our designers who presented resort collections got way more orders than those who didn’t,” she said. From a retailer perspective, Gu added that this quarterly buying model helps relieve retailers’ capital pressure and shorten the investment cycle. “Even when the total buying budget remains the same, it helps them balance the product structure and adjust the offering more flexibly and quickly,” she said. 8on8’s resort collection “Stretching Club” showroom in Shanghai. Courtesy Ming Ma is among a handful of emerging designers who are launching their first resort collections this summer. His resort line puts a focus on special occasions, such as dresses to wear for Christmas and New Year’s gatherings, and pieces in festive colors for the Chinese New Year. The collection also comes with a lower price point targeting a wider demographic. Men’s wear label 8on8’s first resort collection, on the other hand, is aiming to expand into athleisure. Made with high-tech yarn and inspired by vintage fitness culture, the collection also caters to the female audience, and features a capsule in collaboration with Asics. Designer Samuel Guì Yang even moved his schedule entirely to the pre-resort time frame. The LVMH Prize-shortlisted Yang is known for his modern interpretation of Chinese elements. The designer explained that as an emerging label, this arrangement allows the brand to spend more time on collaborations and special projects, as well as marketing events and shows during fashion week, as the collection would have been finished by June.