Pitti Immagine Cancels All Physical Fairs Until January 2021
The Pitti Uomo Trade show will be postponed to January 2021, Pitti Immagine will instead focus on the Pitti Connect digital platform to Launch in July
The digital trade show era received an additional push today as Florence-based trade show organizer Pitti Immagine has canceled all the physical trade shows slated for September, including Pitti Uomo, Bimbo, Filati, Fragranze, and Super, to focus on digital versions of fairs.
According to a statement released on Thursday evening, Pitti Immagine’s board “acknowledged the insufficient number of attendance confirmations, as well as the ongoing difficulties companies, are experiencing.” The board then determined to postpone all physical events to January 2021 shifting focus to digital versions of the fairs via the Pitti Connect digital platform, which will be available starting in July.
“This was a very painful yet inevitable decision,” said Claudio Marenzi, President of Pitti Immagine, also sharing his empathy for the uncertainty of market conditions and travel conditions for manufactures and retailers to conduct business.
“We will now be putting all our resources into the Pitti Connect digital fairs” added Raffaello Napoleone, CEO of Pitti Immagine. “We are very confident in our ability to offer companies the real Pitti service which is capable of meeting their business, promotion and communication requirements.”
Supported by the Italian Trade Agency ICE, Pitti Connect will be active at the end of June to help companies increase visibility, connect with buyers, and manage orders.
“Pitti Connect is much more than a virtual showroom,” explains Agostino Poletto, Pitti Immagine General Manager. “It will have the same editorial and curatorial layout of the Pitti that we all know so well. It will render, in a digital dimension, the wealth, energy, variety, strength of fulfillment and communication that encompasses the whole fashion community: collections and products presented according to themed itineraries, events and special projects with preeminent guests, openings towards new international fashion phenomena, the promotion of up-and-coming talents, the discussion of the hottest and most highly debated topics, collaborations and partnerships with the media and other fashion subjects.”
Pitti Connect will connect exhibitors with the fairs’ community of buyers which consists of the 90,000 registered and certified Pitti Uomo users, the 33,000 of Pitti Bimbo and the 25,000 of Pitti Filati. A community that at the fairs held last January generated 182,000 exhibitor searches on the website with over 1,300,000 web pages visited during the last edition of Pitti Uomo.