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Jun 23, 2014
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A successful Pitti Uomo

Published
Jun 23, 2014

According to many exhibitors, Pitti Uomo, which finished up on Friday, June 20 in Florence, could be divided into two parts. The first two days - Tuesday and Wednesday - were euphoric and packed with visitors. On Thursday and Friday, however, attendance was sparser. These last two days were rather strange given the total number of visitors and buyers published by the trade show organizer itself.


Pitti Uomo has announced a 5% rise in attendance in terms of buyers compared to last summer’s show, totaling at over 19,000. Overall, the trade show welcomed more than 30,000 visitors.

Raffaello Napoleone, CEO of Pitti Imagine, is pleased in particular with the 8% rise in Italian buyers. The number of foreign buyers rose by 2%.

Another important number seen by the organizer: the growing number of journalists. They were more than 1,600 - including 1,000 from Italy and 600 from 40 foreign countries. That’s 200 more than in previous sessions.

Evidently, the show has also benefited from a concurrent event: Florence Hometown of Fashion, which celebrated 60 years of fashion in Florence. Freed up public budgets in particular appear to have contributed to admissions.

Meanwhile, Pitti itself has shifted some of its from the organization of cultural events toward developing its relationship with buyers. There were about hundred invited this time as opposed to 30 invited a few years ago.


In terms of foreign buyers, the Japanese showed up in the greatest numbers (800) followed by the Germans (750). Next was Spain, Great Britain, Holland, France, China, Turkey, the United States, Switzerland, Belgium, South Korea, Austria, and Russia.

As emphasized by Rafaello Napoleone, every continent was represented although the number of visits from each country usually coincided with the country’s economic health. Clearly, when a country suffers economically, the number of visitors sent over from that country is likely to be smaller!

The head of Pitti Imagine is also happy to see a record number of exhibitors for a summer season, totaling at 1165 collections, while emphasizing at the same time that many brands prefer to present using smaller stands.

According to Rafaello Napoleone, Pitti is thus the international event that best positively reflects the diversity of men’s fashion. It’s a widely held view, shared in particular by American Vintage founder Michaël Azoulay, who said last Friday in an interview published in the Premium FashionMag newsletter: "I'm impressed. There’s a good deal of momentum for the show, which rather seductive. People here look good. Brands can meet not only with Italian tastemakers, but also Japanese, Koreans, Americans, etc. In any case, that’s a good reason to be here and to see it. "

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