Not an agency. Not a supplier. A market execution partner
The challenge
Central Asia Fashion is the only regular fashion trade exhibition in the region, drawing more than 6,000 professional buyers from across Central Asia and attracting 220-plus companies from 17 countries. For Chinese fashion brands, it is the most direct route to the Central Asian retail market - but arriving without local knowledge, established contacts, or an international track record makes participation a significant operational challenge.
Harviso was brought in to take seven Chinese brands from brief to delivery across all aspects of their participation, including digital presence, stand design, build, and marketing communications. Several of these brands had no prior international presence of any kind - no export experience, no multilingual materials, and no existing relationships in the Kazakh market. The task was not to support one brand through a standard exhibition process, but to bring seven brands - at different stages of international readiness - to the same professional standard, simultaneously, in a market none of them had operated in before.
the project
our services
What Harviso delivered
Market entry preparation
- End-to-end brief development for each of the seven participating brands
- Market orientation and contextualisation for the Kazakhstan fashion trade environment
Team mobilisation
- Assembly of a full operational team deployed on the ground in Kazakhstan
- Coordinated on-site management across all seven brands throughout the event
Brand presence and presentation
- Physical stand or display setup and presentation support for each participating brand
- Visual materials and brand presentation assets prepared and adapted for the international market context
Marketing communications
- Full marketing communications planning and execution across the participant group
- Promotional materials produced and localised for the Central Asia market
- Pre-event and on-site communications managed on behalf of participating brands
Logistics and coordination
- End-to-end logistics management for seven brands entering a new international market
- On-site coordination covering setup, operations, and pack-down
the result
Well handed experience
Seven Chinese fashion brands participated in Central Asia Fashion Spring 2025 - one of the region’s largest fashion trade events, with 220-plus exhibitors from 17 countries and 6,000-plus professional buyers attending across three days. Several brands made their international market debut at this event. All seven were delivered to a consistent professional standard across stand presentation, brand materials, and on-site operations, despite significant differences in each brand’s starting point and prior export experience.
