During Copenhagen Fashion Week in August 2026, FASHIONREAL brought a delegation of 14 Chinese fashion buyers, accompanied by two FASHIONREAL team members to CIFF 67 to discover new collections, meet international brands and place orders for the coming season.
This was much more than a trade-show visit. It was a structured international buying experience combining brand discovery, commercial analysis, trend insight, networking and practical order support. For international labels seeking a trusted Chinese buying agency, an experienced China buyer or a long-term partner with knowledge of the Chinese market and wider Asian market, the journey demonstrated the role FASHIONREAL plays between European fashion and Chinese retail.
A Warm Welcome from CIFF
Our delegation received a warm and highly professional welcome from Kate, CIFF’s International Buyer Relations representative. Kate personally hosted the group and guided us through the fair, introducing its different areas, key exhibitors and brands relevant to the commercial needs of our buyers. Her walkthrough helped the delegation navigate CIFF with greater focus and efficiency.
We also joined the VIP buyers’ breakfast, meeting international buyers, fashion professionals, bloggers, content creators and brand founders in a relaxed setting before the buying day began. The programme continued with Fashion Insights sessions on consumer behaviour, retail direction and changes shaping the global fashion business. These conversations helped our buyers connect the products they saw with broader market developments.
A Gift from China—and a Meaningful Exchange
One of the most memorable moments came when members of our buyer delegation presented Kate with gifts from their own companies. The gesture expressed our gratitude for CIFF’s hospitality and represented a genuine exchange between independent Chinese retailers and the international fashion community.
For FASHIONREAL, international buying is never a one-way transaction. We help Chinese buyers discover the world while helping international partners understand the creativity, professionalism and potential of China’s independent retail market.
From Looking to Ordering: New Brands for the Chinese Market
The most important outcome of the visit was commercial action. Our buyers evaluated products, discussed terms and moved forward with new-season orders. Among this season’s discoveries were IBEN, Twist & Tango and MKDT Studio, alongside other Scandinavian and international labels.
IBEN’s confident Scandinavian identity, Twist & Tango’s focus on quality, fit and longevity, and MKDT Studio’s considered approach to the modern woman’s wardrobe offered different possibilities for Chinese multi-brand stores.
- Brand identity and product differentiation
- Relevance for Chinese consumers
- Wholesale and retail price positioning
- Fit within the store’s existing category and brand mix
- Fabric, fit and product quality
- Commercial sell-through potential
- Delivery schedules and minimum order requirements
- Long-term opportunities in the Chinese market
Sam Shusen Guo: Turning Discovery into Commercial Decisions
Throughout CIFF, FASHIONREAL founder Sam Shusen Guo worked alongside the buyers, recommending suitable brands and helping them analyse trends, price bands, product categories and market potential. As a fashion KOL experienced in connecting European brands with Chinese retail, Sam provided an essential perspective when inspiration needed to become a commercial decision.
Different Chinese stores require different solutions. A label that works for an established boutique in a first-tier city may not be right for an emerging multi-brand store in another market. Our objective is not to recommend the same popular brands to everyone, but to identify collections that strengthen each store’s individual positioning.
More Than a Fashion Study Tour
FASHIONREAL is a leading independent Chinese buying office connecting international brands with Chinese buyers, retailers and distribution opportunities. We do not simply bring clients overseas to broaden their horizons or attend Copenhagen, Paris and Milan Fashion Weeks. Our work continues after the trade fair.
- Finalising selections and order confirmations
- Communication with brands and showrooms
- Order follow-up and delivery coordination
- International payment and documentation support
- Consolidation, shipping and customs-clearance coordination
- Product and after-sales communication
- Future reorder and brand-development opportunities
For international labels seeking a Chinese buyer, China fashion distributor, Chinese buying agency or partner for entering the Chinese market, FASHIONREAL provides market intelligence and access to a network of independent retailers. For Chinese boutiques, we provide a reliable international buying channel—from overseas showroom appointments and fashion-week buying to logistics, customs clearance and after-sales support.
Fourteen Buyers, One Shared Commitment to Learning
Our 16-person group—14 buyers and two FASHIONREAL team members—returned from CIFF with new orders, new contacts and a clearer understanding of the Scandinavian fashion market. The value of the journey cannot be measured only by the number of brands visited. Its real impact lies in the buyers’ growing ability to evaluate international collections, build a stronger brand mix and make decisions with greater confidence.
Discover globally. Decide professionally. Deliver locally.
Connect with FASHIONREAL
International designers, independent labels and distinctive niche brands interested in the Chinese or Asian market are welcome to connect with us. We are actively looking for original brands with a clear identity, strong products and the potential to build meaningful, long-term relationships with Chinese retailers.
Business enquiries: sam@fashionreal.tv
Buyer and brand enquiries: buyer@fashionreal.tv
