25AW Houle Showroom highlights support for physical stores

The 25AW Houle Showroom, an autumn/winter apparel ordering event dedicated to physical stores, is taking place at B10 in the northern area of OCT-LOFT through April 19. 

Buyers select products at the 25AW Houle Showroom event at B10 in the northern area of OCT-LOFT. Photos courtesy of the organizer

Featuring 41 avant-garde designer brands, the event includes clothing booths, fashion shows, and exchange talks, all designed to offer exclusive, high-quality products, and firsthand experience for buyers selecting merchandise for brick-and-mortar stores — an important advantage as physical retailers face increasing competition from online shopping.

To avoid the sale of homogenized or e-commerce-exclusive products, the exhibiting brands and their collections were carefully selected. The event also provides training manuals and other support services to help physical stores differentiate their offerings. The event drew applications from over 3,000 physical retail buyers seeking to attend.

Buyers select products at the 25AW Houle Showroom event at B10 in the northern area of OCT-LOFT. 

“Confronted with fierce competition caused by low prices and copycats from online shopping, physical stores are losing their bargaining power,” said Yin Zhijun, founder of the Houle Showroom. “Our goal is to support physical retailers by offering well-designed garments exclusively available to them. We hope events like this will help revive their business.”

“Purchasers come here to buy exclusive products tailored specifically for their stores,” commented an exhibitor surnamed Xia. “This event emphasizes the importance of original design and firsthand experience in the garment industry,” said He Jiao from the Sevenlong fashion brand. “The garments showcased at the event are very trendy and high-quality,” added Ms. Han, a buyer from Shandong Province.

Buyers select products at the 25AW Houle Showroom event at B10 in the northern area of OCT-LOFT. 

Throughout the four-day event, several brand founders shared their expertise on physical store management, visual marketing, and customized service strategies to help physical stores thrive and grow.

More information can be found on the event official WeChat account "后浪SHOWROOM".

Venue: B10, North Area, OCT-LOFT, Nanshan District (南山区华侨城创意园北区B10展馆)

Metro: Line 2 to Qiaocheng North Station (侨城北站), Exit B