Ginleica Won the Prize

18 June 2014

For the second time, Intima Asia handed out Intima Asia’s Favorite Award during a gala fashion show organized by the SIUF trade show in Shenzhen, China last May. It was also the perfect occasion to observe trends in the local market.

Conquering the Domestic Market

More than 260 exhibitors from throughout Mainland China and Hong Kong took part in the 8th edition of the Shenzhen International Underwear Fair (SIUF) in a space consisting of three halls covering over 538,000 sq. ft. As China has been affected by the international economic crisis, especially in regards to orders for Europe and the U.S., many participating brands possessed an optimism and fierce determination to achieve success domestically – which often means in a regional market, due to the nation’s vast geographic area. Since the establishment of the Shenzhen Underwear Association one year ago, the trade show has become more structured, dividing exhibitors into more clearly well-defined areas as well as optimizing the area dedicated to fabrics.

Shapewear Skyrockets
At the last edition of SIUF, shapewear companies were present in a handful of stands. In 2013, however, it became obvious that shapewear was really taking off in China at all levels and prices. In light of these developments, Intima Asia and Invista co-hosted an informational session on the shapewear segment, at the request of the trade show’s organizers.

Special Focus on Menswear

Mens intimate apparel brands had a very noticeable presence at SIUF, with eye-catching stands and merchandising displays. In fact, this year’s Intima Asia’s Favorite Award went to an emerging menswear brand, Ginleica, which was chosen for its bright-and-lively concept and flashy styles that followed the trend for neon colors.