Spending power in China is expected to grow in tandem with its rising economy, especially from the growing middle class.

Therefore, it is time for Malaysian designers to penetrate the Chinese market, amid growing demand for more fashion labels.

Recently, two leading Malaysian fashion designers, Khoon Hooi and Melinda Looi, presented their latest Autumn/Winter 2016 collections at the Shanghai Fashion Week.

Buyers and media from all over China were invited to the Danube Fashion Office (DFO) showroom in China's undisputed fashion capital to preview and order the latest creations of the two designers.

The Malaysia External Trade Development Corporation (Matrade) has often emphasised the importance of Malaysian designers and labels positioning themselves in Shanghai, as the ideal platform to penetrating the Chinese market.

"Shanghai is poised to be at the forefront of China's fashion industry. Malaysian designers oriented towards sophisticated, modern and chic designs, should consider Shanghai as their base in China," said Matrade Shanghai Trade Commissioner, Syed Mohamad Fairus.

As reported by China's Statistics Bureau, the total import value of garments and shoes by the country reached US$6.6 billion last year, an increase of 6.4 per cent as compared to previously.

Syed Mohamad said expansion of China's middle class in recent years has also resulted positive growth in demand for imported clothing apparel.

"This creates lucrative business opportunities for Malaysian designers and labels", he added.

He said through its five offices in Shanghai, Beijing, Guangzhou, Chengdu and Hong Kong, Matrade is committed to supporting Malaysian designers and companies in their endeavor to expand to the China market.

It was the second and third time respectively that Melinda Looi and Khoon Hooi highlighted their collection at DFO, which has become a must stop fashion destination for both.

In the past, they have trotted out their collections at tradeshows and fashion events in the historical fashion cities such as Paris, London, Milan and New York.

Looi said though, only her second season in China, she felt encouraged by the positive response from buyers and media.

She added that her collections were sold in over 10 countries and expects the China market to become key for her within the next one to two years.

Hooi, on the other hand, said the Chinese market had tremendous potential and he was further encouraged by the continuous effort at working closely with DFO.

"The level of sophistication of consumers in China has definitely shifted higher. I am confident that it will continue to grow", he added.

Both designers chose the DFO showroom as their agent and platform of choice, in being the largest private showroom in China, and having built a solid reputation of bringing only the world's leading international designer labels to the Chinese market.

While the fashion market seems to be currently going through some major changes, one thing very clear to fashion designers and brands is that, China in the future market to be in.