Scotland's top designers and textiles companies are predicting £1 million in new sales to China on their return from a successful trade mission to the emerging fashion market.
Scottish Enterprise, Textiles Scotland and Scottish Development International took 16 designers and textiles companies on a trade mission to the CHIC fashion trade show in Beijing.
Scottish exports to China currently account for more than £9m and Textiles Scotland aims to increase its exports there by 50% over the next two years. A diverse range of companies, from high-end knitwear brands such as Johnstons of Elgin and Hawick Cashmere to cutting-edge young designers such as Rebecca Torres and Iona Crawford, took part.
For Johnstons of Elgin, exhibiting at CHIC was the perfect way to test the waters. Sales director Brian Hinnigan said: "Ultimately, we want to do business here. We are taking it very cautiously as we learned at the pre-show meetings that there is a lot to take in legally and culturally. We have worked with a consultant from Shanghai for the past few months and have meetings next week to take the next step to hopefully set up agents."
Scottish Enterprise presented seminars on the Chinese economy and the benefits and pitfalls of trading there. China's lax intellectual property laws were identified as a potential issue and the importance of registering trademarks and copyrights was emphasised.
Until 2008, the Chinese economy was mainly geared towards exports but the focus is now on domestic consumption. Its luxury sector market is now worth £11.2 billion.
Yang Dajun, CEO of the UTA Fashion Management Group, said: "Companies that deal in cashmere have to change their strategy in order to develop in China because China itself can produce cashmere, so you don't have an advantage here.
"But you definitely have an advantage over here in terms of design. But there are some elements that you have to add, such as a more fashionable approach so it is more attractive to the younger generation."
The Scottish trade mission group visited the high-end designer boutique Joyce, which stocks a large selection of Scottish designer Christopher Kane's spring/summer collection, evidence of a success story in China.
His wife and business partner Elizabeth added: "'Made in Scotland' still means something."
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