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Korean exhibitors develop comprehensive strategy for targeting Chinese buyers

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Thirty six exhibitors will comprise the Korea pavilion which is also making its debut appearance at the fair. The pavilion is organised by the Korea Fashion Textile Association (KFTA), and its Vice President, Mr Yoon Young Sang explains that the export opportunities in China this year are the reason they have chosen to exhibit at this fair. “Fabric exports to China from Korea are growing, and are expected to reach USD1.8 billion this year,” he said. “Intertextile Pavilion is a good opportunity for us to target the Chinese market and we will take full advantage of it to increase our productivity.”

Given the growing stature of the Chinese textiles sector and rising exports, Korean companies have a comprehensive plan for capitalising on this. “We have developed a complementary strategy of producing both mass-quantity products at a cheaper price, alongside small-quantity fabrics with a higher price,” Mr Yoon explains. “We apply a soft-touch feel to some of our fabrics specifically for the Chinese market, and have added various extra finishes to our existing product line.”

KFTA also has regular meetings with agents in China to analyse the latest trends and develop appropriate products out of this. “Recently the focus has been on ladieswear such as blouses, one-pieces, skirts and jackets, but now mass-produced menswear and outdoor wear are the focus for us.” And targeting the Southern China market, Mr Yoon says Korean exhibitors will display functional woven fabrics, linen-like fabrics made from rayon, fabrics using rayon-blend georgette fibres, and washable georgette and leno weave fabrics, as well as cupro fabric shirts. Other products on offer will include non-stretch woven fabrics, georgette using high-twist rayon, jacquard and woven fabrics using eco-friendly cupro, rayon digital textile prints and rayon / cotton mixed fabrics.

This fair runs concurrently with the 13th China (Shenzhen) International Brand Clothing & Accessories Fair in halls 1 and 9, which includes a fashion show located in hall 5.

Intertextile Pavilion Shenzhen is organised by Messe Frankfurt (HK) Ltd; the Sub-Council of Textile Industry, CCPIT; and the Shenzhen Garment Industry Association.

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