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Reggie Ho

ONE OF ASIA'S most established fashion events, Hong Kong Fashion Week, kicks off today for a four-day run together with the annual World Boutique, Hong Kong, a relatively new lifestyle fair.

Fashion Week is held twice a year for different buying seasons, and  the focus this time will be  on fall and winter 2005.

Launched in 2003, World Boutique  signalled Hong Kong's progression from a manufacturing centre  to one of creativity and design.

'Many Hong Kong companies have their own brand names or designer labels and the kind of buyers they look for are different,' said Anne Chick, senior exhibitions manager of the Hong Kong Trade Development Council (TDC), organiser of the event.

'Buyers are  unlikely  to order a huge quantity from a designer collection; they are more likely to go for 10 pieces or two dozen.  So we moved these designer labels to World Boutique, while Hong Kong Fashion Week continues to be a forum for mass merchandise.'

This year World Boutique will be held in Hall 5 of the Hong Kong Convention and Exhibition Centre in Wan Chai. About 200 exhibitors representing more than 300 fashion labels from around the world have signed up.

Besides Hong Kong, the mainland and Taiwan,  exhibitors are from  Australia, Canada, Finland, France, India, Indonesia, Korea, Malaysia, the Philippines, Singapore, Thailand, the United States and Vietnam.

Many are familiar names such as Disney, Escada, Giordano and Ranee Kok.

Ms Chick is quick to point out that World Boutique is not just about fashion.

'Hong Kong is not just good  at garments, it also has companies that specialise in everything from jewellery, watches and accessories to household and decorative items.'

This  is  reflected in the 'Shop as Theatre' seminar being held by G.O.D., a local authority on home decoration and lifestyle accessories.

G.O.D. founder and chief executive officer Douglas Young will  talk about how to make a shop space attractive so as to increase a customer's urge to buy.

More than 40 designers from abroad and over 40 based locally have joined World Boutique, Hong Kong. There will be 22 shows over the next four days, ranging from large-scale offerings from renowned designers such as William Tang and Ika and companies such as Moiselle and Guy Laroche, to small ones by exhibitors such as the Wine Cellar - a  booth where  people can talk business over a glass  of complimentary wine from Marlborough, New Zealand.

'Some exhibitors may not want to go all the way for a large show, so we  provided them with packages in which they could buy a slot for a small show, with music and models included,' Ms Chick said.

'There will be mini shows around the fair from day to night.'

To stir up greater interest in the World Boutique, the TDC  organised preview events  in Hong Kong and on the mainland.

'We hosted a party with a parade in Beijing with the hopes that more mainland buyers would be attracted to World Boutique,' Ms Chick said.

'Hong Kong brands are very popular in the Chinese mainland because they are as good as international ones when it comes to quality and designs but they are more affordable.'

In Hong Kong, the TDC also  held promotional events for  the press and the public. Those who have been  to Harbour City recently might recall seeing a fashion show  or getting health and beauty tips from a series of makeup, hairstyling and yoga experts.

'There is a lot of pedestrian traffic in Harbour City and many of them are probably tourists from the mainland,' Ms Chick said.

'At the promotional event they might have gotten to know about these brand names, and next time they are in town they might look for products by these brands, or they might look for them in the mainland.'

'Although the fair is not open to the public, these promotional events may drive demand for these brands, and more buyers may then want to order products from them.'

Admission to the fairs is for traders only, but fashion designers and exhibitors will send invitations to loyal customers to attend events on the last two days.

Other events on the  World Boutique programme include the annual Hong Kong Young Fashion Designers' Contest, and trend forecast seminars. There will also be seminars on topics such as quota elimination and European Union  environmental legislations.

A prelude Hong Kong Young Fashion Designers' Contest show will be presented  today. The award winners will be announced tonight at an official function at which attendance is by invitation only.

Besides announcing the winners and presenting  their prizes,  this year's awards ceremony  will feature an awards presentation in recognition of the  many public figures who have  contributed to Hong Kong's fashion industry. Award recipients include Canto-pop stars Karen Mok Man-wai and Gigi Leung Wing-kei.

Hong Kong Fashion Week, being held in Halls 1, 2 and 3 of the exhibition centre, is hosting over 1,080 exhibitors from 16 countries and regions - about 11 per cent  more than last year. Forty-eight per cent of the exhibitors are from overseas.

Mainland China, Taiwan, Macau, India, Korea and Thailand will have their own pavilions. Other countries taking part are Bangladesh, Canada, France, Greece, Indonesia, Italy, Japan, South Africa and Vietnam.

As with  previous years,  various sections of the fair will  cater to different needs.

Two dozen exhibitors have  signed up for the Body and Intimate Wear Zone and Bridal and Evening Wear Zone. Other sections are the Garment and Accessories Mart and the Fashion Gallery,  a great forum  for exhibitors wanting to promote products from their house labels.

An independent research company has been commissioned by the TDC to conduct an on-site survey among 400 exhibitors and 700 buyers to collect their views on developments in the industry,  and market and product trends.

The results  will be announced at 3pm on the last day of the fair.



City dons its finery for gathering of  world rag trade