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Isabelle Crossley
Dec 10, 2019
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Tranoï to launch new trade show 'Nova' in Shanghai with DFO

Translated by
Isabelle Crossley
Dec 10, 2019

After launching a space one year ago at the heart of the Ontimeshow trade show in Shanghai, Tranoï has gone a step further and partnered with DFO to create Nova.

The company’s appetite for the Chinese market has only increased after holding two events in Shanghai this year. Tranoï held two “trade show in a trade show” events in March and October, as part of Shanghai’s Ontimeshow, and wants to expand full steam ahead with the launch od its own trade show in China’s largest city.

Boris Provost (centre) with representatives from DFO (right) and Shanghai Fashion Week (left) on December 4, 2019 - Tranoï

Tranoï has chosen the Chinese showroom DFO, which it had already worked with for its Chinese events this year, as its ally for its new venture. Together, the two businesses will launch the new 'Nova by DFO & Tranoï' fashion trade show during the upcoming Shanghai Fashion Week, which will run from March 27 to 30, 2020.
“Following our first experience with OntimeShow, we felt that we needed our own trade show,” said Boris Provost, who was named as Tranoï’s new president last autumn. “Shanghai Fashion Week is so dynamic and the market is so obscure to Western brands that both the potential and the need are obvious. You need to actually be there to meet local buyers as few of them travel to Europe, especially those who run shops in secondary and tertiary cities.”

Nova intends to focus on high-end fashion and designers with around 100 womenswear and accessories brands from diverse horizons, both Chinese and international.

“We would like to stand out for the quality of our selection and return to the real essence of Tranoï, curated creativity,” said Provost. 

Nova will face three competitors during Shanghai Fashion Week, from which the new trade show has obtained official support and will take place as part of its official schedule. As well as its former partner OntimeShow, Nova will also be up against Shanghai Showroom and Mode Shanghai. Nova will share the same venue as Mode Shanghai as both trade shows will take place at the Shanghai Expo complex.

Nova will also feature a unique approach for participating brands. As one of the key tenants of Tranoï’s plan to ameliorate and update its trade shows, including its event in Paris, the organisation will try out taking its definition of service in a new direction for its Shanghai event.

Already established with DFO for its participation in the OntimeShow trade show, Tranoï will take the services it offers to participating brands one step further by offering “packages”. The event will feature an exhibition space titled 'Next', which will include translators for the Chinese public and is designed for young brands from around the world. The event will also offer a “showroom” option to participating brands which, in partnership with DFO, will offer an all-encompassing service that will allow brands to entrust orders, payment, and even deliveries to the show organisers.

The launch of Nova is an important development for Tranoï, which does not plan to commit to any other international development in 2020, as it is also in the process of rethinking its trade show in Paris.

“It makes sense to engage internationally where there is strong growth, like in Shanghai, and not in places where the market is saturated such as with New York in the past,” said trade show president Provost, referring to Tranoï’s brief stint in the U.S.

The results of Tranoï’s bet on the Chinese market will become clear after its two upcoming editions in March and October, 2020.

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