The ‘Nineties: a new type of trade fair for Pitti
The end of the second millennium, was a period of acceleration for Pitti Immagine as well. A new type of trade fair became established in Florence that proved an immediate winner because of the selection of the proposals, the variety of the collections, as well as the innovative and integrated marketing and communication strategies adopted.
Italian fashion confirmed Milan as the place for the women’s garment industry and designer collections, with High Fashion in Rome and men’s fashions and the rest of the textile –clothing industry in Florence, which became the new capital of “the culture of fashion”.
The Big names of the decade
Marco Rivetti’s authoritative persona and entrepreneurial foresight made Pitti Immagine the world leader, a position that was further strengthened when Mario Boselli took office as president in 1995. The communication projects were inspired by Luigi Settembrini.
CFMI’s wide ranging strategy
CFMI diversified and then specialized, actively participating in events supporting fashion: from fairs to major cultural events (Biennale di Firenze), education (Polimoda) foreign fairs (Ente Moda Italia) and publishing (Edifir).
Venues and communication
The Fortezza da Basso was transformed through new structures and careful restoration work: a modern trade fair/exhibition center where Renaissance walls, eighteenth century buildings and high-tech pavilions complemented each other. The Stazione Leopolda was also opened, and hosted spectacular communication events.