A Strong Suit

Fashion & Fashion Accessories

Capable of embracing every new trend, such as eco-friendliness, Hong Kong fashion and accessories are stitching up the market

Fads and tastes change, but Hong Kong manufacturers always make sure they keep abreast of the latest trends. A strong suit is their ability to produce fashionable clothes and accessories that are synonymous with style and vogue.

One major trend is the growing demand for eco-friendly products and manufacturing processes, especially in developed markets, where concerns are voiced over the oil and chemicals used for synthetic fibre production, and dyes and chemicals for apparel treatment.

"I think concern for the environment is an important issue for the industry," says Janet Chung, Marketing Officer at Keen Max Trading Co Ltd, a manufacturer of scarves, shawls, hats, gloves and evening bags.

"Customers are happier sourcing from environmentally aware companies, which enables them to be environmentally responsible," she notes. "Being open to customers' suggestions for increased green products or operations is important."

Also striving to meet green demands is Ling Nam Neckwear Mfg Ltd, which produces ties, scarves and shawls. "Our customers are requesting environmentally friendly packing material and dying processes, and we will try our best to satisfy them," advises spokesman Billy Chong.

In view of global warming and increasing environmental awareness, demand for formal working dress made of lighter materials will see growth in coming years, according to a recent report compiled by the Hong Kong Trade Development Council (HKTDC).

The report also underscores a growing demand for formal dress in general: "While casual wear accounts for the bulk of clothing sales, a general trend towards stricter corporate dress codes has led to a rising demand for formal dressing, particularly suits," it says.

Trend spotting

Another emerging phenomenon is easy-care garments. "Clothes made of stain-resistant and wrinkle-free fabrics are well received in the market," the HKTDC report states. "It is estimated that more than a quarter of apparel is now made of easy-care fabrics, and their popularity is expected to continue."

The big picture aside, manufacturers are closely monitoring localised consumer tastes in different parts of the globe.

"Different markets do have different demands, and we meet these demands by having an extensive range based on market needs," advises Keen Max's Ms Chung. "The Japanese, for example, want more fashion-conscious products at a lower cost, while the Europeans look for products that are stylishly elegant at a higher price point."

Similarly, Ho Cheuk Kee Belts Mfy Ltd makes sure it keeps its finger on the pulse. "When it comes to belt designs, the Europeans prefer simple designs, while the Japanese want elaborate designs, such as belts with buckle detailing," Manager Ho Chi Tat observes.

As regards consumers, teenagers appear to be among the major driving forces for the market in coming years, particularly in the US. "Styles and labels are important to teenagers, as they follow closely how celebrities are dressed," the HKTDC report advises. "Despite limited budgets, they still look for clothing that is different and unique."

Plentiful pluses

Hong Kong exported US$12.3bn worth of clothing and clothing accessories in the first half of 2008, to markets led by the US, the UK, Germany, the Chinese mainland and Japan.

With a long-established reputation for trendy, innovative and quality products as well as punctual delivery, the local fashion and fashion accessories industry is seen in some quarters as a style setter.

"I think the Hong Kong industry is a leader of trends, because we have most of the major brands doing business here, we have genius designers, and we can develop ideas fast," Ling Nam's Mr Chong says.

He notes that the sector also benefits from a centralised sourcing network on the mainland. "It gives the industry quick and easy access to trims and fabrics, which in turn means faster sampling and production."

Another forte of local suppliers is customer relations. "The industry's relationship management experience is a valuable strength, one that facilitates the development of mutual trust. This in turn leads to long-term relationships, which should ensure a long-term future for the industry," says Ho Cheuk Kee's Mr Ho.

Clearly, fashion and fashion accessories are Hong Kong's long suit and manufacturers have more than enough reasons to expect strong prospects for many years to come.

TEXT BY VICKI WILLIAMS

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