The 11th edition of SUPER, Pitti Immagine’s women’s accessories and prêt-à-porter fair (Milan, 24 / 26 February 2018), came to an end with feedback gathered from among the members of the trade that spoke of the genuineness of the offering of the collections as well as the experimentation and innovative content in the 144 clothing and accessories collections presented by the exhibitors attending this edition.
Compared to a year ago the final attendance figures essentially confirmed the results for foreign countries, with some markets achieving interesting positive performances – such as Russia (+30%), United States (+20%), Japan (+10% in terms of the stores present, a market that always leads the ranking of foreign countries), Spain, Ukraine and Sweden – whilst there was a drop in the numbers for United Kingdom, China and South Korea.
There was instead an expected fall of around 10% in the number of Italian buyers.
Overall the total number of buyers reached 4,700 (there were around 5,100 in February 2017), almost 20% of which came from abroad from more than 50 countries around the world.
“Super confirmed the characteristics of its exhibition format” says Raffaello Napoleone, CEO of Pitti Immagine. “Research, great selection, product quality and genuineness, premieres, emerging talents and future scenarios, these are the words that recurred in the comments we collected over the past few days among the international buyers at the fair. There was a lot of appreciation for the new collections presented by the companies as well as for the brands involved in projects about new fashion scenarios – from the Super Talents to the designers from the Tbilisi Fashion Week, passing through the Indian creativity of the Afterlife Projects – as well as for the participations and special premieres we presented along the fair itinerary, and for the brands in the Athlovers project. With regard to the buyers, we were aligned with what we perceived to be the general trend for Milan Fashion Week: there was a good response from the foreign buyers the levels and, above all, the quality of which were confirmed, with some of the most important emblems of international retail, department stores and the various e-commerce players. With regard to Italy, we were expecting a drop as a result of the country’s objective consumption difficulties and due to the profound evolution that our fashion retail sector is undergoing; plus the bad weather also played its part making national transport logistics even more difficult”.
Here are the top 15 key foreign markets: Japan, Germany, Spain, Russia, Greece, Switzerland, France, United States, Belgium, China, Austria, United Kingdom, South Korea, Ukraine and Sweden.