Alan Fang, chief executive officer of Novo Holdings, launched Novo Concepts, China's biggest multi-brand fashion retailer, in 2003. He followed in 2010 with Novomania, an independent fashion and accessories trade fair.
Fang's decision to open multi-brand stores — 30 new locations in 2013 alone — is, by his own admission, contradictory to current Chinese consumer behaviour, which he believes is still "not that sophisticated. They don’t ask themselves ‘why am I wearing this that way.'"
Fang’s other venture, Novomania, is the largest independent fashion trade fair in China. Fang’s conviction that “multi-brand stores will become the solution for niche and independent brands entering China,” led him to provide an arena to enter the market, as well as the stores in which to sell the merchandise.
Fang intends for Novomania to be the dominant fashion trade fair for all of Asia. “To be the one tradeshow for all [of] Asia you have to have a massive market to tap into and only China has it. We want to invite the best buyers from around the globe to see the worlds best brands.”
Fang comes from one of Hong Kong’s premier fashion families, who owns Pringle of Scotland and founded the Toppy Group.