Spanish children's fashion reinvents itself at Fimi, sets sights on international markets

By

Triana Alonso

Translated by
Roberta HERRERA

Published
Jul 13, 2024

In an industry beset by a shrinking market due to declining birth rates, economic pressures, and the delayed arrival of summer, organizing a trade fair may seem audacious. However, reinventing established norms and seeking innovative solutions is the only viable response for trade fairs to continue driving business, ensuring their pivotal role in the children’s fashion industry and securing their own survival. From June 27 to 28, Fimi stepped up to the challenge, hosting its 96th edition at Feria Valencia.

The days of expansive exhibitions, bustling aisles, and a celebratory atmosphere of abundance are over. Fimi recognizes this reality and does not shy away from the sector's new landscape, shaped by years of gradual contraction, multiple economic crises, and the rise of fast fashion, all exacerbated by the pandemic. In Spain, there are now fewer children, fewer companies in the sector, fewer stores, and less staff.

"Children's fashion brands are true heroes. Surviving amidst so many negative factors is incredibly challenging, yet here they are, launching collections, presenting innovations, committing to sustainability, maintaining prices, ensuring quality, and complying with all labeling regulations," Alicia Gimeno, director of the Valencian children's fashion event, told FashionNetwork.com. The event is supported by Ivace, the Valencia Chamber, and Icex. "In terms of quality, Spanish fashion is unparalleled. We need to take pride in that and believe it," she emphasized, noting that trade fairs must reinvent themselves and serve as "unobstructed runways to propel brands forward."

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For its latest summer edition, Fimi adopted a two-day weekday format aimed primarily at international buyers to promote the internationalization of Spanish companies. Diversification and market expansion have become the fair's strategic response to the challenges facing the national sector. "This represents a shift in perspective: focusing not on crowded aisles but on a strategy of quality and purchasing power," explained Alicia Gimeno, highlighting the importance of "not putting all eggs in one basket" to mitigate risks.

Consequently, the children's fashion fair attracted strategic buyers from 25 countries, including Puerto Rico, Colombia, the Dominican Republic, Portugal, the United Kingdom, Latvia, Japan, Singapore, the United Arab Emirates, and Kuwait. "Companies are very pleased with the international focus, which is exactly what the sector needs right now. The situation in Spain is not favorable. However, Spanish brands are highly valued in international markets, offering a lucrative opportunity for business," noted Lores Segura, director of Asepri, the Spanish association of children's products, which represents 289 national brands in childcare, fashion, and children's footwear.

Diversifying to survive

The fair’s director also praised the new focus on swimwear offerings, which garnered significant interest from summer fashion buyers from the Caribbean, Central America, and Singapore. “Post-pandemic, the sector has changed dramatically. Companies now have different priorities and very limited budgets. They need to attend events that offer affordable prices and real profitability, which is what Fimi provides,” she emphasized, highlighting the importance of the "quality" of attendees over the sheer volume of visitors from previous years.

"I am always looking for new brands to grow my business, as I have done for the past five years. I like to personally check the quality of the clothing, appreciate it more, and bring the highest quality to my customers," said Guatemalan buyer Ana Mazaleón, who shared similar goals with Irish buyer Margarita Mercantile, who has been marketing Spanish fashion for 25 years.

Among the exhibitors, the new direction was well-received. "We have made many high-quality international contacts that we believe will translate into future orders with post-fair follow-up," said Ana Salort, director of stores and B2B at Pisamonas, citing exchanges with buyers from markets like Kazakhstan, Bolivia, Israel, Honduras, and Singapore. Beatriz Montero's brand also noted that, although they attended the fair "with some reservations," they discovered new markets to explore.

Ana Chovares, designer at Calamaro, remarked that her first participation in the summer edition of the Valencian fair resulted in "many new contacts, especially from South America and the United Kingdom." This optimism was echoed by Moisés Garcia, designer at Bigtoes, and Klaus Schast, head of international sales at Mayoral. Felipa Rodríguez, designer at Javilar, also celebrated the success of the new format, which allowed them to "attract new clients" and connect with professionals from Central America, Ecuador, Uruguay, Colombia, Israel, Kenya, and the United Arab Emirates.

In its latest edition, Fimi hosted around 70 brands, including footwear labels like Pisamonas and Ría Menorca, and accessories from brands like Boboli and the French label Palm Beachies. The event was presented in a showroom-style format in Pavilion 8 of the Feria Valencia venue, featuring more open and smaller stands, oriented towards showcasing products and conducting business. Notably, this edition also included the innovation of a robot operating with artificial intelligence. According to the event's management, future editions are expected to further develop this service to support and assist clients and visitors.

Additionally, the event once again featured the Fimi Kids Fashion Week runway show, where prominent sector brands such as Abel & Lula, Beatriz Montero, Javilar Kids, Martin Aranda, Mayoral, and Newness presented their proposals for the upcoming Spring/Summer season.

Feria Valencia will host the next edition of the specialized event for children's fashion, childcare, footwear, and toys, Babykid Spain + Fimi, scheduled to take place from Wednesday, January 22, to Friday, January 24, 2025.