From 30 June to 2 July 2026, AsianTrade Connect participated in Torino Fashion Week 2026, taking part in both the runway events and the international Torino Fashion Match B2B programme, one of the key business initiatives accompanying the event.
Over four days, Turin welcomed fashion brands, designers, buyers, institutions and industry professionals from across Europe and international markets. While the runway shows celebrated creativity, craftsmanship and emerging talent, the B2B programme shifted the focus to business, creating opportunities for companies to discuss international expansion, commercial partnerships and future growth.
Throughout the event, our team met with a wide range of Italian fashion companies operating across luxury, premium and contemporary segments. The objective was not simply to present AsianTrade Connect’s activities, but to better understand how Italian brands are approaching international markets today and what they expect from an advisory partner with a presence across Asia-Pacific.
One aspect became immediately clear. The conversation has evolved.
Only a few years ago, discussions around Asia often started with a simple question: “Which country should we enter?”Today, companies are asking far more specific questions.
Which market should be prioritised first? Is wholesale still the right channel, or should brands consider department stores, franchising or direct retail? How much investment is realistically required before approaching distributors? Which countries offer the strongest potential for premium European brands?
These are fundamentally different conversations, reflecting a growing awareness that expanding into Asia requires preparation long before the first commercial meeting takes place.
One of the distinguishing characteristics of Torino Fashion Week is the way it combines creativity with business development.
Alongside the runway presentations, Torino Fashion Match offered a structured agenda of one-to-one meetings designed to connect companies with potential commercial partners, advisors and international organisations.
For AsianTrade Connect, this environment provided an opportunity to exchange ideas with entrepreneurs who are actively evaluating international expansion, while also gaining first-hand insight into the challenges currently facing Italian fashion companies.
Rather than focusing solely on selling collections abroad, many discussions centred on market positioning, distribution strategy, pricing, brand awareness and long-term commercial development. This reflects a broader shift within the industry, where internationalisation is increasingly viewed as a strategic investment rather than a short-term sales initiative.
Another recurring theme throughout the meetings was the perception of Asia.
Although companies often refer to the region as a single destination, the commercial reality is very different. Consumer behaviour, retail structures, competitive dynamics and distribution models vary significantly from one country to another.
A strategy developed for Japan may have little relevance in Thailand. The commercial approach required for South Korea differs substantially from that of Vietnam, while markets such as Singapore often serve a completely different role within a regional expansion plan.
As a result, successful expansion is becoming less about entering “Asia” and more about understanding each market on its own terms.
This is precisely where many companies are seeking external support—not simply to identify potential distributors, but to evaluate where opportunities genuinely exist before committing resources.
One of the most valuable aspects of participating in events such as Torino Fashion Week is the opportunity to listen.
Every meeting offers a snapshot of how the industry is evolving, what concerns companies have today and how international priorities are changing.
Across the discussions held during the B2B programme, one trend consistently emerged: brands are becoming more selective. Rather than pursuing rapid expansion across multiple countries, many companies appear increasingly interested in building stronger foundations, selecting fewer markets and investing more carefully in long-term commercial development.
This approach is particularly relevant in Asia-Pacific, where market conditions, consumer expectations and retail ecosystems differ considerably from one country to another.
We would like to thank the organisers of Torino Fashion Week and Torino Fashion Match, Unioncamere Piemonte and the Thai-Italian Chamber of Commerce for delivering another successful international edition and for creating a platform that brings together creativity, entrepreneurship and international business.
We also extend our thanks to all the companies, institutions and professionals who took the time to meet with our team during the event.
Member of Thai-Italian Chamber of Commerce
Collaborator of the SE Asia IP SME Helpdesk (European Commission) Member of Thai-Italian Chamber of Commerce
Member of Thai-Italian Chamber of Commerce
