Pragmatism and creative energy, launches and world premieres, and an even more intense program of events: all top international buyers gathered in Florence at Pitti Uomo 94.

Pitti Immagine Uomo 94:
final figures

Last June’s excellent foreign attendance results were confirmed, driven by the growing numbers from United States (+23%), United Kingdom (+6%), Netherlands (+13%), France (+7%), Germany, Portugal, Hong Kong, Canada and India; a slight drop in the Italian presence. This edition recorded a total of 19,100 buyers and over 30,000 visitors

“The participation of all the most important Italian and international buyers – with an increasingly growing number of online retailers - and the huge amount of attention from the best international press” says Raffaello Napoleone, CEO of Pitti Immagine, “confirm Pitti Immagine Uomo’s role as a global reference point for lifestyle, quality scouting and for the worldwide launch of new trends and fashion projects.  This is also demonstrated by the attendance figures and the feedback collected from exhibitors and buyers which was filled with high appreciation for the new ideas proposed at the fair, the new exhibition projects we launched at the Fortezza, the special events and for the atmosphere of creativity that invaded Florence over the past few days”.    
 
The final attendance figures for this 94th edition (Florence, Fortezza da Basso, 12-15 June 2018) recorded 19,100 buyers in total: the great dynamism of the foreign attendance was confirmed, maintaining the same high levels seen a year ago (around 8,400 international buyers), with positive performances from reference markets like Germany (still leading the ranking of foreign buyers), United States (+23%), United Kingdom (+6%), Netherlands (+13%), France (+7%) and Canada (+12%), with consistent growth also from younger markets like Hong Kong (which nearly doubled the number of buyers) and India (+30%); whilst there was a slight drop in the numbers from Japan, Spain, China and Switzerland.
There was also a slight yet predictable fall compared to the corresponding summer edition in Italian attendance (around -2.5%), reflecting the ongoing difficult period being experienced by the domestic market.
Overall once again the total visitors widely exceeded the 30,000 mark at this Pitti Uomo.
 
Here are the top 20 countries in terms of attendance: Germany (922 buyers at this edition), Japan (757), United Kingdom (539), Spain (529), Netherlands (490), France (389), China (372), United States (340), Turkey (293), Switzerland (268), South Korea (236), Belgium (231), Austria (167), Portugal (167), Russia (166), Greece (146), Sweden (122), Denmark (121), Hong Kong (101) and Poland (97).
 
There were also record numbers on the social media front: the 4 days of Pitti Uomo 94 generated more than 35,000 posts and 7 million interactions; Instagram recorded the highest number of posts collected and generated 97% of the interactions; the most popular hashtag was #PittiUomo with 29,000 mentions (Data source: Launchmetrics).
 
There was a high level of interest and plenty of more than positive feedback from the press and buyers for the new features at the Fortezza da Basso – like I GO OUT, the new project on outdoor style presented in the Sala Della Ronda that received unanimous praise, the Guest Nation Georgia, the Scandinavian Manifesto area, the many premieres and participations at this edition in the various sections of the fair, and for the program of special events (the catwalk show by the menswear guest designer CRAIG GREEN at Boboli, the special event organized by Roberto Cavalli at the Certosa, the catwalk show of the designer project Fumito Ganryu, the anniversary events by Herno and Lardini, the opening of the new Gucci Garden spaces, the premiere of the Moncler Genius project with Hiroshi Fujiwara, the MCM and Birkenstock showcases and performances, the BED j.w. Ford fashion show, the launch of the COS capsule collection, the presentation by Federico Curradi and the Emilio Pucci and Bonaveri exhibition-event).  
 

This edition’s top events also included the inauguration of the FANATIC FEELINGS - Fashion Plays Football exhibitionpresented by the Fondazione Pitti Discovery in the Complesso di Santa Maria Novella – a broad multimedia project curated by Markus Ebner and Francesco Bonami – which can be visited until 22 July.