Modaprima confirms the international character of its audience and relaunches itself by investing in the fair format and international promotion.


Almost 1,400 members of the trade traveled to Florence, representing around 50 foreign countries: growth was recorded for the United States and South Korea, with a fall in the numbers for Italy, Spain and Japan.

The 81st edition of Modaprima (Florence, 18-20 November 2016) ended at the Stazione Leopolda confirming its vocation as an international platform for men’s and women’s ready-to-wear collections for medium and large scale distribution, showcasing around 100 collection lines for fall-winter 2017-18, with a focus on the bestsellers for spring-summer 2017.
At a particularly complex time for the fashion industry, the three days of the fair were attended by almost 1,400 buyers, a drop compared to last May’s edition (which was attended by around 1,500 buyers).  With regard to the international presence, Modaprima registered around 750 buyers from 48 foreign countries; with a rise in the figures for United States, South Korea and the Baltic States, whilst there was a drop in attendance from Japan, Spain and Russia but, above all, from Italy.
Japan once again headed the top 15 reference countries followed by Spain, Turkey, Portugal, Russia, Lithuania, Greece, France, South Korea, Belgium, Taiwan, United States, United Kingdom, Netherlands and Austria.

“This edition of Modaprima reflected the difficulties that the sector is experiencing”, says Agostino Poletto, deputy general manager ofPitti Immagine, “as well as the uncertainties currently characterizing international markets.  We recorded an expected drop in attendance from Italy and some foreign markets, even though all the buyers who traveled to Florence were of the highest level: members of the trade involved in medium and large scale distribution who were attentive to the quality Italian products and impeccable customer service, and were ready and willing to renew business relations with our exhibitors as well as to establish new relationships.  Modaprima’s strengths remain the international character of the buyers – which was confirmed once again at this edition – as well as the dates, which are considered to be strategic with regard to international slots, falling earlier than the normal start to the season.  However we are very aware that, particularly at this difficult time, it is necessary to give the fair a boost: and we will be doing so at the next editions by continuing to invest in promotion and foreign scouting – also thanks to the targeted delegations of foreign buyers organized in collaboration with ICE (the Italian Trade Agency)– whilst at the same time revamping the format of the fair in order to make it even more attractive to international buyers”.