“Last year, following Pitti’s relaunch on the international calendar, we won a dual wager,” says the Deputy Minister for Economic Development, Carlo Calenda. “First we were able to reaffirm the fair as a key event in the promotion of our fashion around the world, taking up the challenge laid down by our tough, big foreign competitors who, in recent years, had attempted to lay claim to the leadership of fashion in Florence. Moreover, Pitti became a regular industrial policy business case, the proof,” continues Calenda, “that it is possible to plan actions for the production chain making use of the traditions and vocations of the various national hubs: based on the example of Pitti, alongside sector associations and the fair industry, we have constructed an important plan for bolstering events in Italy and abroad to which we have allocated 45 million Euros of the Extraordinary Made in Italy Plan, of which 18 million Euros will go to fairs in the Fashion and Wellness sector.”
“We are happy indeed that via the Ministero dello Sviluppo Economico and Agenzia ICE- Italian Trade Agency for the foreign promotion and internationalization of Italian business, the government have confirmed their presence in Florence to support the Pitti Immagine fairs”, says Stefano Ricci, President of CFMI. “This shows that last summer’s wonderful experience with the 60 years of Firenze Hometown of Fashion program has strengthened our relationship with the public institutions. The results were in line with the level expressed and reinforced the perception of Florence as the capital of men’s fashion. With this edition of Pitti Uomo we will continue to consolidate the fair’s leading role on an international level”.
“And I would like to add, that in a growth-phase of our business, on an international stage that is changing markedly,” says Gaetano Marzotto, President of Pitti Immagine, “the support we are receiving for this edition of our fairs from MISE and Agenzia ICE to improve the incoming services for top buyers and members of the international press, and to make our promotional activities even more incisive – through communications campaigns and special events – is truly important. This support also has the ministry at our side in promoting Italian talents who are establishing themselves on the international scene and are bringing Italian innovations and creativity to the whole world of contemporary fashions”.
On the occasion of Pitti Immagine Uomo 88 (Florence, 16-19 June 2015), thanks to the contribution of the MINISTERO DELLO SVILUPPO ECONOMICO and AGENZIA ICE, Pitti Immagine is realizing a strategic hospitality plan with a program aimed at providing incoming services for top buyers, journalists and international members of the trade, organizing their participation at the fair. Also thanks to this valuable contribution, it has been possible to run a new advertising campaign for the fairs, with the first Pitti Uomo fashion film made by Luca Finotti.