A rise in buyers from Italy and abroad for Pitti Uomo no. 93: nearly 25,000 buyers at the Fortezza, with overall attendance in excess of 36,000.
A lively and proactive atmosphere for the menswear, accessories and lifestyle collections: the very best start for the new international fashion season
The four days of Pitti Immagine Uomo 93 ended with excellent results in terms of the figures and quality of the content present at the Fortezza da Basso and around town.
The edition registered a significant increase (+2.5%) compared to last January, making a total of almost 25,000 buyers at the fair (over 600 more than a year ago), and an overall number of visitors that exceeded 36,000, as expected.
“It was a very positive outcome in terms of the numbers and the extremely lively atmosphere we experienced over the last few days”, says Raffaello Napoleone, CEO of Pitti Immagine. “Once again, I must highlight the great work carried out by the exhibiting companies and the research, innovation, manufacturing excellence and stylistic quality they managed to express in their collections. The immediate feedback emphasizes the dynamic feeling in the Fortezza – at the center of a complex (but promising) system of construction worksites that will change the road network of the entire area – and around town. Obviously added to this is the solid satisfaction for the number and importance of the buyers attending: all the best shops and international department stores and the most influential online shops. Boosting the satisfaction and positive tones of the fair was the packed and multifaceted calendar of events and special projects, anniversaries and international premières as well as the many initiatives aimed at promoting up-and-coming brands and young designers. A new international fashion season has started from Florence and has done so in the best possible way”.
+4% growth was recorded for the foreign buyers (with over 9,200 international buyers in total), with excellent performances by South Korea (+14%), Russia (+31%), France (+3.5%), Netherlands (+15%), Japan (+3%), United States (+20% in terms of the number of shops), Turkey (+23%), Austria (+8%) and Portugal. Relatively new markets like Mexico, Australia, Brazil and India did very well; as far as the countries in northern Europe were concerned, the results for Norway and Finland stood out in particular (the latter was this edition’s Guest Nation), but probably most surprising were the exploits of the whole area of Eastern Europe (Poland doubled its buyers, Czech Republic, Hungary, Romania, Bulgaria, Slovakia), followed by the Balkans (Serbia, Slovenia and Croatia), ending with Estonia in the Baltic area.
There was also a comforting growth in the figures for the Italian market (+1.5%), with around 15,750 registered buyers.
The ranking of the 15 most important Pitti Uomo markets saw the return of Japan (823 buyers) to first place followed by Germany (816), United Kingdom (604), Netherlands (575), Spain (565), Turkey (472), France (429), China (320), Switzerland (307), South Korea (302), United States (301), Russia (273), Belgium (255), Austria (176) and Sweden (171).
There was a lot of interest and exceedingly positive feedback from press and buyers for the new features at the Fortezza da Basso – such as the Athlovers project in collaboration with Reda, Guest Nation Finland, the up-and-coming brands in the Tokyo Fashion Award, as well as this edition’s many premieres and debuts in the various fair sections – and for the program of special events (the catwalk show by the special guests Undercover and TAKAHIROMIYASHITATheSoloist, the Brooks Brothers special event marking the brand’s 200th anniversary, the fashion shows by M1992 and Magliano, the finale of the International Woolmark Prize, the Concept Korea event with the catwalk shows by Beyond Closet and Bmuet(te), the presentation of the collection of the cult magazine 032c, the Les Benjamins performance, the opening of the Gucci Garden, the Lanificio Luigi Ricceri event at the Galleria dell’Accademia, and much more.
There were also excellent results on the media and social network front with almost 3000 journalists, fashion editors and influencers from all over the world accredited for the fair, around 493,000 web pages viewed on the Pitti Immagine site and over 3 million impressions for the Instagram account in the last week.