White Milano, Italian contemporary fashion trade show, has just signed an agreement with UBM, major Asian trade show organization, with the aim to start exhibiting in Shanghai. Between 5 - 7 March 2014 White Milano will participate in UBM Novomania, presenting its independent section together with specialised French fabric trade shows Premiere Vision Asia and Denim By PV Asia.

Massimiliano Bizzi, founder, White Milano UBM Novomania, commented: “We signed this agreement because it gave us an immediate and concrete strategic opportunity to pursue success in a market that is deeply evolving and changing; China.” Guilherme Faria, general manager, Novomania commented: “Chinese consumers have grown significantly in recent times and have become more mature. They have grown more demanding, curious and willing to buy more design and research products that are not necessarily logo-driven and can be offered within design and research multibrand stores, a distribution category that is growing significantly in China. For this reason we considered it the right time to sign this agreement and start offering a new selection of research products within the Novomania platform.” Novomania’s new strategy was also recently announced. The show will now take place bi-annually from 2014 (March and September), rather than annually.

“After years of domain of luxury monobrand stores, China has taken a more modern direction pushed by the needs of consumers that are always more open to contemporary fashion products, also thanks to the growth of internet and e-commerce,” added Massimiliano Bizzi. “The recent openings of Galeries Lafayette in Beijing, Lane Crawford and 10 Corso Como in Shanghai clearly shows the new attitude taken by Chinese consumers.”

The new White Milano edition to be held in Shanghai will host about 30 research brands – hopefully both for men and women and about 60% accessories and 40% fashion, explained Bizzi. These 30 exhibitors will add up to the about 70 showing at Novomania and the 70 participating in the two fabric shows presented by Premiere Vision. The next aim for the whole show’s organization is to reach a total of about 200 exhibitors. The show will take place in the usual location of Novomania, Shanghai Mart, and will occupy 12-13,000sqm. They expect to host about 10,000 visitors mostly from China, Hong Kong and Taiwan.

UBM Asia is a public company quoted on the London Stock Market Exchange. It operates through over 240 activities and is the major trade show organiser in Asia. It is mostly active in China, India and Malaysia. It employs more than 1,400 people from 25 important cities throughout Asia – from Japan to Turkey.