Pitti Immagine Bimbo 95

22 - 24 June 2022
Florence, Fortezza da Basso
Final report

Pitti Bimbo 95 took place from 22 to 24 June 2022 at the Fortezza da Basso in Florence. The turnout data and feedback were both more than positive. Returning to independent dates after two editions in conjunction with Pitti Uomo, the show once again asserted itself as a major player in the junior fashion market, winning its international community back.  A total of 211 brands were presented, 70% of which were from abroad. Over 3,000 visitors visited the Fortezza da Basso from more than 50 countries. It's a great achievement. The satisfaction we feel in presenting this report with all the details of the physical fair and on Pitti Connect is not only about the numbers, but also about the atmosphere experienced during the three days of Pitti Bimbo. Trust, creativity, commitment, and the desire to work together have been demonstrated. There has been tremendous appreciation for the quality and variety of collections presented in settings of great aesthetic impact by some of the best buyers in the kidswear world, all of whom are motivated to bring customers back to their shops and department stores. Finally, the launch of special projects and previews has made the show the center of international media attention. Therefore, Pitti Bimbo 95 was able to generate business and get people talking about it. This is the final report of an edition that has restored confidence and opened up new perspectives.

THE PROTAGONIST BRANDS

22 - 24 June
2022
  • BRANDS
    THAT PRESENTED THEIR SPRING/SUMMER 2023 COLLECTIONS IN FLORENCE
    211
  • BRANDS
    FROM ABROAD (70% OF TOTAL)
    136
  • BRANDS ON THE ONLINE PLATFORM
    211
All the brands at the Fortezza da Basso decided to join the online platform Pitti Connect as well.

THE BUYERS AT THE FORTEZZA DA BASSO

During the three days of Pitti Bimbo the participants consisted of:

22 - 24 June
2022
  • professionals in total
    (buyers + agents and representatives + suppliers + media operators)
    3.000
  • total buyers
    2.100
  • Italian buyers
    1.260
  • foreign buyers
    (40% OF TOTAL)
    840
  • BUYERS’ COUNTRIES OF ORIGIN
    50
The 15 foreign markets most present at Pitti Immagine Bimbo 95 were:
Turkey, United Kingdom, Spain, Belgium, Poland, Greece, Holland, Germany, United Arab Emirates, South Korea, France, United States, Bulgaria, Saudi Arabia, Russia.

 

PREMIUM BUYERS

Buyers from some of the most important international stores, boutiques, department stores and on-line retailers attended  Pitti Bimbo 95
Including:

51 East (Qatar), ABC (Lebanon), Agiemme (Italy), Al Garawi (Saudi Arabia), Al Mana (Qatar), Al Tayer (UAE), August Pfueller (Germany), Aw Rostamani (UAE), Babylon Bus (Italy), Barbara Frères (Germany), Bergdorf Goodman (USA), Boon the Shop JR (South Korea), Browns (UK), Chalhoub (UAE), Childrensalon (UK), Coin (Italy), El Corte Ingles (Spain), Fenwick (UK), Florissima (Italy), Harvey Nichols (Qatar), Humble Children (UK), Ideabimbi (Italy), Il Monello (Italy), Jelmoli (Switzerland), Kidiliz (UAE), Kids 21 (Singapore), La Rinascente (Italy), Le Bon Marchè (France), Level Shoes (UAE), Liverpool (Mexico), LM Bambini (Australia), Luisaviaroma (Italy), Magasin du Nord (Denmark), Magic Edition (South Korea), Modes (Italy), Morbillo (Italy), MyTheresa (Germany), Neiman Marcus (USA), Ounass (UAE), Pastelworld (South Korea), Peter Pan (Italy), Podium Almaty (Kazakhstan), Pupi Solari (Italy), Ragazzini (Italy), Ricriation (Monaco), Selfridges (UK), Shan & Toad (USA), Siola (Italy), Thesymall (South Korea), T Gouden Koetsje (Netherlands), Tsum (Russia), Whoopi (USA).


Also at this edition, the online format "Buyers Select" provided an interesting glimpse into the views and choices of influential buyers, who shared about scouting and selecting brands for their customers.
The involved buyers were:  Anna Gazzino (Luisaviaroma), Elisabetta Giacomello (La Rinascente), Holly Tenser (Browns).

Here is some feedback collected from buyers at Pitti Bimbo 95:

Pitti Bimbo marks the beginning of the season, it allows me to see many brands before placing orders, and it is an easy way to discover new trends and emerging labels. Despite the more contained show than in the past, I felt great optimism about the future, as both companies and buyers were thrilled to be back. Many of the key companies we focus on for our activities exhibit in the Central Pavilion, and the fair is often the only way to meet them in person. In other sections, I can learn more about those brands who contacted me about a meeting, give them feedback on our business and determine whether they fit into our assortments. It's great to see so many exciting collections in one place! Also, it is always interesting to see where design and innovation are going. The goal was to reconnect with brands I had only seen from a distance over the past two years. I was pleasantly surprised by the number of people attending the fair and the positive energy that filled the air.

— Nancy Horvath, buyer children division di NEIMAN MARCUS (USA)

It was a restart with a happy, fresh and peaceful atmosphere. Participating in physical meetings with our partners after two years of video conferences and seeing collections live were important, especially when it came to new brands. We were looking for new casual proposals and found The Kid's Lab! to be the most exciting section. The customer is very happy to go back to the shops. It is possible to consume less but better, which is good news for selective distribution.

— Laurence Dekowski, kidswear and lingerie department director, LE BON MARCHÉ (Paris):

Customers began to prefer to shop in stores rather than online after the pandemic to have more contact with people and be more environmentally conscious. They are no longer just looking for big names but oriented toward smaller, organic, and eco-friendly collections and the fair presents numerous exciting proposals. The atmosphere of this edition was different, perhaps more intimate and aware, and it was something I really enjoyed. I spent a whole day at the Cavaniglia Pavilion to get to know as many brands as possible. The Apartment section is extremely well done, and I also appreciated the focus on vintage kidswear for the first time at Pitti Bimbo. In general, the selection of books and objects is also beautiful, reflecting the trend that sees boutiques and department stores present the world of children as a whole. At Pitti Bimbo, you can see what shops will look like in the future. Our work is made even more enjoyable by the attention to detail the organization pays.

— Barbara Frères, owner, BARBARA FRÈRES (Düsseldorf)

Pitti Bimbo is the fastest and most precise way for buyers to discover new brands and learn about new kidswear trends. Although the fair has resized for this first edition post-pandemic I attended, I found it very interesting and functional for visitors. As a buyer of a multi-brand store, my favorite part of the fair was The Kid's Lab: our team always looks for the big brands in the Central Pavilion, but accessories and emerging and niche brands are vital too. It was wonderful to find a very curated selection of cute accessories for children at The Kid's Lab, and I felt very inspired by the companies. We discovered several exciting brands for our store.

— Ellie Jo, buyer, BOON THE SHOP (Seoul)

Pitti Bimbo is a reference point for children's fashion collections, which keeps me attending every edition to discover the latest brands and seasonal trends. I enjoyed the introduction of new talents in the Apartment section, and I was pleased with the space given to toys and accessories since it is a category we wish to expand within our e-commerce, and I found suitable proposals there. This edition had the added benefit of being less dispersed than previous ones because everything was concentrated in two pavilions. My search for upcoming lifestyle trends led me to make interesting contacts with key brands.

— Anna Gazzino, senior kidswear buyer, LUISAVIAROMA.COM

After more than two years, it was important to return to Pitti Bimbo both for personal contacts and to touch new collections and discover new brands. I was particularly interested in newborn clothing and formal wear, and I found several exciting proposals in the Central Pavilion, my favorite section. As always, perfect organization.

— Rafik Bakri, fashion buyer, FIFTY ONE EAST (Doha)

This Pitti Bimbo edition was precious for several reasons: to meet again in person after two years of the pandemic, to connect with the brands we already work with, to gain an understanding of where children's fashion is heading, and to gain inspiration for collections and layouts. Of course, the Central Pavilion is the most important section for our business, but I also liked Apartment and The Nest for understanding new trends, as well as the focus on vintage kidswear. It was a nice experience!

— Daniela Ortiz Diaz C., kidswear sales director, LIVERPOOL (Mexico City)

I enjoyed this edition more than usual because it was more intimate: I could take my time, explore all the sections calmly, and chat with the companies that interested me most. Only the strongest brands, those of higher quality, survived the pandemic, and this natural selection was evident also at Pitti Bimbo. I really enjoyed the design and toy proposal. 

— Mindi Smith, owner, THE LITTLE RED PLANET (New York)

This was my first time at Pitti Bimbo. Having two multi-brand stores where we sell all categories of kidswear, I really appreciated the fact that the fair presents a truly complete offering; from clothing to footwear to accessories. The event was a great opportunity to discover new brands and make new contacts. The organization was impeccable. See you in January for the winter edition!

— Jorge Godoy Velarde, owner, BUBOO BABY & KIDS (Balearic Islands)

It was nice to be back at Pitti Bimbo for the first time after the pandemic. I really enjoyed the different sections of the Cavaniglia Pavilion: I only buy things I really like, and here I saw several interesting proposals, including accessories, toys, and dolls, not just clothing.

— Nathaly Dieguez, owner, T GOUDEN KOETSJE (Etten-Leur – Netherlands)

PRESS AND MEDIA FEEDBACK

Pitti Bimbo 95 received excellent media coverage. Over 200, including journalists, media operators and influencers, arrived in Florence to dover the show, recording trends and news, and participating in the events that animated the Fortezza da Basso.

Over 60 accredited foreign journalists from 20 countries, mainly from:
France, Germany, United Kingdom, Holland, Spain, United States, Argentina, Brazil, Denmark, Turkey, Moldova, Slovakia.

Here are some of the daily papers, magazines, on-line publications and TV stations that followed  PITTI BIMBO 95:

Clarin Argentina (Argentina), Corriere della Sera (Italy), CWB (UK), Donna Moderna (Italy), Elle Kids (Italy), Elle (Denmark), Elle (Spain), F Magazine (Italy), Fashion Magazine (Italy), Fashionnetwork (France), Fashionnetwork (Italy), Fashion Snoops (USA), Grazia (Italy), Highsnobiety (USA), Il Sole 24 Ore (Italy), Kids Magazine (France), Journal du Textile (France), Junior Magazine (UK), La Repubblica (Italy), Luna (Germany), Marie Claire Enfants (Italy), Mediaset (Italy), Milan Magazine (Germany), MF Fashion (Italy), Milk Magazine (France), Ninsmoda (Spain), Yoyorama (Spain), Pambianco (Italy), Pirouetteblog (UK), QN Quotidiano Nazionale (Italy), RAI (Italy), Scimparello Magazine (Italy), Style Piccoli (Italy), Textilwirtschaft (Germany).

About Pitti Bimbo 95, they said

This season's theme was "PITTI ISLAND", an imaginary island that was connected to the whole world through a process of exchange, sociality, openness, and fun. This is a land with a caring and engaging botany, sensitive to ideas, and a place to meet and enjoy. An apt metaphor for Pitti Bimbo, whose aim is to select the best in fashion creativity every edition.

— MILK MAGAZINE

Pitti Bimbo 95 has won back its international community. It was a more than positive outcome for Pitti Bimbo 95. It was the first post-pandemic edition in which Pitti Bimbo was returned to its independent format, after two editions jointly with Pitti Uomo.

— NINSMODA, SPAGNA

Experimental brands and ethical values. Children's fashion has changed.

— CORRIERE DELLA SERA

Many brands were surprised at the level of participation and the number of orders they brought home. Some said that nothing like this had ever happened in 35 years of activity.

— TEXTILWIRTSCHAFT, GERMANIA

Yay! I was back! Back in Florence and back at Pitti Bimbo. If you are hesitating or wondering if you should go in January, do it. It is great to catch up, to see the new collections in real, to enjoy a bit of Italian flair, because that really is the little secret ingredient.

— PAUL & PAULA, GERMANIA

An innovative exhibition itinerary ready to dictate the trends of the future of kidswear.

— MF FASHION

THE INFLUENCERS @ PITTI BIMBO 95:

Pitti Immagine invited a special selection of international influencers to attend Pitti Bimbo 95 at the Fortezza and offer exhibitors further communication and promotion opportunities.

Among them:
ALESSANDROENRIQUEZ, ALIDIFIRENZE, AMANDINE.LW, ANNEEECK, ATELIER.ASCARI, CAMILLA HOEG, CANDIK_LEIN, CHIAMATELAMIMI, CLOUDIIES, COLEYCOLOUR, ELEONORALAURITO, LEONORE_CROMPTON, EMILYKORNYA, ENZADESCRISTOFARO, FRANCESCAROCCOOFFICIAL, GILLOTO, HELMSTEDT, JOSEPHINEAARKROGH, KARINAVIGIER, MAMASVIB, MARDIMATIN, MARIANGELAMONTI_, MILAN MAGAZINE, MILK FRANCE, PAUL & PAULA, PEPPER PICS, PIROUETTE.COM, REALCLAUDIOSONA, SIDSEL ALLING, SMUDGETIKKA.COM, TAJINEBANANE, VICTORIA_CITYKIDS, YVADNEY.

AMONG THE SPECIAL PROJECTS AND HIGHLIGHTS OF THIS EDITION:

_ The return of APARTMENT 
The special project offered a careful selection of contemporary luxury brands, capable of combining research, aesthetics and uniqueness.

_ The debut of vintage kids by A.N.G.E.L.O: one of the largest and most authoritative vintage fashion stores and archives in Europe has curated a selection of timeless children's clothing: from 1960s Hawaiian shirts to original American Levi's jeans.

_ The POP UP format
The setups that turned the spotlight on new, original, curious and trendy product segments.

_ The Pitti Bimbo exhibitions:
“New Generation”: in the Style Piccoli area, a project by photographer Silvia Tenenti, in collaboration with stylist Daniela Stopponi.
“Pippi at Pitti”: books, collectibles and above all the new lllustrabimbi pieces featuring images of the protagonist of Astrid Lindgren's stories.

_ The projects dedicated to concept stores:
LUPOGUIDO: special stories and illustrations, new authors and titles from the past, from the North and South of the world.
TODO MODO DILÀ: the Florentine bookshop specializing in children's literature has brought to the Fortezza a selection of fantastic stories, about fashion and not only.

PITTI CONNECT

INCREASINGLY SUPPORTING EXHIBITORS
Pitti Bimbo 95 kicked off online, on Pitti Connect, on 18 May. The brand pages featuring the new collections will remain live until 2 September. During this time, which extends companies' participation in the Fortezza show, the brands will stay in the spotlight, with collection material available for buyers and specialized media.

Here are the performances achieved so far on Connect.

18 May - 5 July
2022
  • ACCREDITED MEMBERS OF THE TRADE*
    2.463
  • TOTAL PAGES VIEWED*
    204.267
  • Visits*
    58.043
  • Average session time*
    1' 17''
  • AVERAGE PAGES CONSULTED PER VISIT*
    3,52

BUYERS ON PITTI CONNECT

Buyers who logged in on PITTI CONNECT


1.822 total buyers*
980 Italian buyers* (54,7%)
842 foreign buyers* (45,3%)
76 top buyers* 

*data updated until 5 July 2022

The main countries from which the platform was accessed:
United Kingdom, Russia, Spain, United States, Greece, Germany, Belgium, Turkey, Poland, Holland, France, Japan, South Korea, Israel, Bulgaria, Switzerland, Brazil, Portugal, Austria, United Arab Emirates, Egypt, Lebanon, Romania , Canada, Kuwait, Australia, China, Ireland, Sweden, Latvia.

 

PRESS AND MEDIA ON CONNECT

214 Italian and international journalists and media operators logged in and visited the fair online.

Main countries of origin: Germany, United Kingdom, United States, Brazil, Russia, France, Spain, Portugal, Argentina, Poland, Turkey, Holland, China, Greece, India.

 

THE BILLBOARD

On Pitti Connect, the summer edition of Pitti Bimbo features an in-depth editorial activity that serves to create new and interesting content for the entire community. Brands are showcased through interviews and special projects, all published on The Billboard.

33 planned content items:
  • 8 Walk Through: A look at the most exciting trends through the key garments and accessories of the new summer collections. A special showcase for the Pitti Bimbo brands created by stylists and kidswear experts.
  • 2 Editorials: For the editorial research devoted to concept stores, "My First" presented different first-ever fashion pieces, and "Wickerworks" displayed online objects and furniture made of natural and "intertwined" materials.
  • 6 Around Kids: Taking a virtual trip around the world with designers and artists who tell about life with their children.
  • 4 I Want to Be Green itineraries: 15 brands that think about the future of the planet as they create, produce, and distribute responsible fashion.
  • 3 The Nest features: outstanding young brands that Pitti Bimbo has decided to support by showcasing them to its community.
  • 3 Buyers Select: interviews with top international buyers who reveal trends and insights on the kidswear market.
  • 10 News: The latest updates on this edition's events and collaborations.
  • 1 Media Gallery: images and videos to give you a taste of what the show and events at the Fortezza were like.


To keep the exhibitors under the spotlight, the editorial content was relaunched through 15 newsletters (data updated until 30 June) and on social media.
 

INSTAGRAM**

46 posts
215 Stories 
920.046 accounts reached
25.196 interactions
3.865 video views
33.833 followers  (+2K)
 

FACEBOOK**

46 posts
1.746.001 accounts reached
535 interactions
54.837 video views
28.560 Page Likes 

** Between  20-26 June 2022