SUPER confirms the quality of its format characterized by great selection and attention to the offering of womenswear collections and accessories that are creative and functional to the market


The first three days of the fair showed an alignment with the attendance figures for September 2019, whereas on the Sunday there was a sizable drop due to the virus emergency, especially among Italian buyers. In all, positive feedback for the quality of the buyers attending, all of which were high profile and very interested in Super’s targeted proposals

Super once again confirmed its role as a “boutique” fair with a highly select fashion offering devised to meet the demands of the market.  The Pitti Immagine women’s accessory and prêt-a-porter fair ended yesterday in the Visconti Pavilion of Via Tortona 58 (Milan, 20-23 February 2020), registering appreciation on the part of the buyers attending and, at the same time, positive feedback from the over 90 exhibitors who met high level Italian and international buyers, despite having to cope with a weekend which saw the aggravation of the Coronavirus emergency, thus affecting the final attendance figures.
“This was a confirmatory edition for Super” says Agostino Poletto, Pitti Immagine’s General Manager, “with the first three days showing a trend that was in line with the last edition of the show, the first to be held from Thursday to Sunday.  Some of the best Italian and international buyers, high-end multi-brand boutiques, department stores and online retailers were present in the Visconti Pavilion: the comments we collected unanimously referred to a very well designed product experience and styling ensemble with lots of input for their scouting work and for completing the portfolio of brands and products to offer their clients.  There was also a high level of appreciation for this edition’s special participations, like the Super Talents, with the selection of designers focused on accessories, as well as the world of exclusive fragrances presented by Campomarzio70.
The Sunday, which is normally an important day in terms of visitor attendance, instead saw quite a drastic drop in numbers, especially among the Italians, following the alerts put out by the Italian Health Ministry and Regional governments concerning the precautions linked to Coronavirus.”
The final attendance figures registered the presence of around 4,500 buyers (there were 5,800 in September 2019), with international buyers numbering slightly less than 1,000 overall (more than 20% of the total), from around 50 different countries.

Leading the ranking of the fair’s top 15 key markets was Japan, followed by Spain, Germany, France, Switzerland, Greece, United States, United Kingdom, South Korea, Belgium, Russia, Austria, Turkey, Portugal and the Netherlands.