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From the first international fur fashion show in 1986 until
the establishment of a permanent SAGA Workshop and Design Centre in Beijing in 2002, SAGA has
initiated an extensive range of activities and events in China.
SAGA’s involvement in China dates back to 1980, when it first made contact with
a Chinese company. SAGA continued to monitor the market until 1985, building up a network of
contacts. 1986 was the first year of direct marketing activity – SAGA had the honour of being the
first western company to produce an international fur fashion event in China. The collection
was designed by Frédéric Castet of Dior.
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SAGA’s initiative to conduct design competitions since 1991 has been a
major vehicle for SAGA’s activities in China. The competitions have led to ongoing educational
programmes for the fashion world and the fur manufacturing industries. Tutors, designers, students,
manufacturers and media have visited SAGA’s Design Centre in Denmark and/or participated in SAGA’s
Fur Seminars in China. These activities are aimed at promoting new techniques for the fashion
driven products that are mink and fox. They have supported SAGA in building its reputation and
creating long-lasting relationships with the fashion world and the fur industry.
Having established many resources in China, SAGA is able to promote its brands, SAGA MINK ® &
SAGA FOX ®, through inspiration, instigation and innovation.
In China, SAGA has been able to host events that bring together the fashion world, the fur industry
and last, but certainly not least, our end users – consumers. The Fur Show Beijing 2002 and the
opening of a Beijing-based SAGA Workshop and Design Centre mark a new milestone in SAGA’s
efforts in China and demonstrate its commitment to a long-term presence in this important market.
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SAGA historical highlights |
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1980
First market contacts and research reveals a renewed interest in fur.
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1981-85
Monitoring the Chinese market and establishing a network of contacts.
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1986
Saga Design Collections: The first international fur fashion show in China presented in Beijing featuring designs by Frédéric Castet for Dior.
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1987
Hangzhou Fur Seminar.
Participation in the Guangzhou Fur & Leather Fair.
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1988
Participation in the Shenzhen Fur & Leather Fair.
Advertising in the first China “ELLE” magazine issue.
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1989
First group of design tutors from Beijing and Shanghai attend SAGA's International Design Centre. .
SAGA sponsors Shanghai Model Contest.
Shanghai Fur Seminar.
Participation in the Guangzhou Fur & Leather Fair.
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1990
Tientsin Fur Seminar and Lushan Fur Seminar.
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1991
SAGA launches educational programme aimed at young design students. Fashion design and fur are introduced as new subjects at schools. SAGA establishes the Fur Trim Designer Competitions in cooperation with the Fashion Institute of Beijing.
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1992
SAGA Fur Trim Design Competition in Beijing.
Shanghai Fur Trim Design Competition.
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1993
Light box advertisement in Shanghai.
SAGA Fur Trim Design Competition in Beijing and Shanghai.
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1994
Shanghai TV visits Denmark to produce documentary on fur farms, the auction houses and the SAGA International Design Centre.
SAGA Fur Trim Design Competition in Beijing and Shanghai.
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1995
TV commercials air on Beijing and Shanghai television.
SAGA Fur Trim Design Competition in Beijing and Shanghai.
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1996
Shanghai TV visits Scandinavia for follow-up on 1994 fur documentary.
16 Fur Seminars in 10 major Chinese cities for fur manufacturers, retailers and designers; include participation of the Nordic auction houses: Copenhagen Fur Center, Finnish Fur Sales and Oslo Fur Auctions.
Jubilee Show in Beijing featuring fur designs by Yves Saint Laurent, Louis Féraud, Jean-Louis Scherrer, Nina Ricci, Gianfranco Ferrè, Lecoanet Hemant, Karl Lagerfeld, Byron Lars, Hang Feng, Fendi, Hiroko Koshino.
SAGA Fur Trim Design Competition in Beijing and Shanghai.
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1997
Department store fashion show in Harbin and Shenyang.
SAGA sponsors the SAGA Fox® collection of Chinese Designer Wu Hai Yin.
Participation in China Chic Fashion Fair in Beijing.
SAGA Fur Trim Design Competition in Beijing and Shanghai.
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1998
Chinese press visit Denmark and Finland to mark 10th anniversary of the SAGA International Design Centre.
Chinese designers visit the SAGA International Design Centre accompanied by CCTV and Beijing TV.
Fur Seminars in Haining, Shanghai & Beijing.
Participation in Haining Fur Fair.
SAGA Fur Trim Design Competition in Beijing and Shanghai.
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1999
The Fantasy Fur Collection: 18 shows in four major cities. Chinese designers visit the SAGA International Design Centre accompanied by CCTV and Zhejiang TV.
Participation in Dailan Fair and Haining Fair.
SAGA Fur Trim Design Competition in Beijing and Shanghai.
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2000
Chinese designers visit SAGA International Design Centre, covered by Hebei and Beijing TV.
SAGA sponsors collection of Chinese designer Wu Hai Yin for Shanghai Fashion Fashion Week.
Fur Seminars in Beijing, Xinji, Haining.
Participation in Dailan Fair and Haining Fair.
SAGA Fur Trim Design Competition in Beijing.
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2001
”Mix and Match Your Own Image” consumer fur styling competition.
Participation in Beijing Fair and Haining Fair.
SAGA sponsors Chinese designer student Yao Lili to participate in Japanese design competition.
SAGA Fur Trim Design Competition extended to Guangzhou.
SAGA sponsors fur collection of Chinese designer Wu Hai Yin, awarded gold award designer of the year.
SAGA sponsors Massini brand for shows in China.
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2002
SAGA initiates Fur Show Beijing 2002 in cooperation with IFTF.
SAGA Workshop and Design Centre established in Beijing.
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