Wednesday, June 23, 2010

Italy:Modaprima interprets quality fast fashion


Modaprima n.68 (Milan, 22-24 May) closed its doors – in the Portello area of Fieramilanocity – with a two figure increase in the number of visitors: 1,640 trade operators attended over the three days of the event, recording a 17% increase with respect to the last summer edition (there were around 1,400 visitors in May 2009).

“The companies at Modaprima enjoyed three days of intense work and business meetings”, says Agostino Poletto, deputy general manager of Pitti Immagine, “with important and highly qualified delegations of buyers visiting Milan representing the top names in medium and large-scale international distribution. The over 120 collections presented met with the general approval of the buyers, the synergy with ICE - Istituto con il Commercio con l’Estero [Italian Foreign Trade Commission] worked very well in terms of international promotion, bringing 10 foreign delegations to Milan, and the new trends presented by the Fashion Cube research area were much appreciated. There was a general air of confidence: the companies from our industrial districts were able to offer quality fast fashion products and, at Modaprima, there were clear signs that consumption is taking off again on many international markets”.

Looking at the details, it is possible to see that the final attendance figures show a significant increase in foreign visitors (+ 18% with respect to the last edition, with 716 buyers from around 45 foreign countries. The highest attending country was Japan, with a delegation of 147 buyers, followed by Portugal, Spain, Russia, Turkey, France, Greece, Belgium, Switzerland, Germany, Hong Kong, the Czech Republic, the United Kingdom, Poland and the United States. Worthy of mention, in particular, are the excellent buyer figures for Russia, Japan, Switzerland, Canada, Turkey, Portugal and South Korea. 

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