“The Motto Is ‘Going Global’”—Shanghai Fashion Week Returns in Full Force

What’s your role in Shanghai Fashion Week?

Not Showroom was one of the earliest locally created showrooms for Shanghai Fashion Week. We are the transformation hub for a brand to extend from the stage to the market.

What have been some challenges on the retail side, and how have you dealt with them?

I think showing overseas can help them increase their visibility and have the opportunity to gain the attention of professional media. Doing a show in China helps maintain the relationship with local buyers and consumers. Perhaps it is necessary to consider what different forms of presentation are needed for different industry atmospheres at domestic and abroad.

What’s the appeal of SHFW to young Chinese designers versus Europe or New York?

XCommons is a brand management and consulting company, which reaches the market through showroom, completes sales tasks, helps the brand clarify its positioning, and plans strategies. Since 2017, we have provided creative presentation support and produced multiple releases of designer brands, such as Ximonlee and Windowsen. The original intention of XCommons is to enable creative forces to promote industry development. After 2020, we found the location on Lane 273, Jiaozhou Road, and imbued the concept of XCommons with a longer-term carrier, the XC273 store. We are no longer just creative planning and landing support for show releases, but are committed to building XC273 into a gathering place for growth.

Ying Zhang, founder of Not Showroom, XCommons, and XC273

The return of SHFW is really a good signal, but the retail market is still related to the economic environment. I think everyone in every industry related to Fashion Week is working so hard for it. Every brand and every retailer in this market, from department stores to clothing stores in small cities, are actively working hard, which is why the domestic market is still relatively healthy despite the global economic recession.