MODAPRIMA 67: A GOOD EDITION, MARKED BY QUALITY PRODUCTS AND A HIGH LEVEL OF INTERNATIONALITY.
MORE ITALIAN BUYERS, STRONG ATTENDANCE FROM ABROAD.

Modaprima n.67, the international fair presenting ready-to wear men’s and women's fashion and accessory collections created-for-large-scale-distribution (28-30 November 2009) has ended in the Portello at FieraMilanoCity – the new location inaugurated at the last edition – after presenting 150 collections for the 2010/2011 fall/winter season and sneak-peeks of the 2010 spring/summer collections.

“This was a good edition” says Agostino Poletto, deputy general manager of Pitti Immagine.  “We were very happy with the level of attendance and the atmosphere throughout the three days of the event.  The exhibitors presented their new collections under the best possible conditions and were able to meet with a qualified public of buyers who appreciated the quality of their products and had come to Milan to establish solid business contacts and place orders: a clear sign of recovery for the economy and for consumption in general.  We were also very satisfied with the quality of our international guests – the foreign buyers represented 45% of the total.  This was also due to the successful promotional plan that we have realized in collaboration with ICE - Istituto con il Commercio con l’Estero [Italian Foreign Trade Commission] that, at this edition, also involved Promos – Camera di Commercio Milano [Chamber of Commerce of Milan] and Varese Moda.  Our exhibitors say that some quite substantial orders were placed by the foreign buyers and this is an important result for us”.

The total number of visitors at this edition was 1,720 – compared to 1,881 last November – with an increase in the number of Italian buyers (911 vs. 858 in November 2008), and a slight, physiological decrease in foreign buyers: over 700 from around 48 different countries.
The highest attending country was Japan, with a delegation of 150 buyers, followed by Russia, Spain, Portugal, Greece, Belgium, France, Turkey, Germany, Hong Kong and Switzerland.

Particular mention should be made of the high level of public interest in the FASHION CUBE, the research area curated by stylist Sergio Colantuoni, produced with the valuable cooperation of the exhibitors, that showcased the 5 top trends for next season: Sauvage, Useful, Wood, Edelweiss and Pottery.