By and and  on June 21, 2012

FLORENCE — Faced with a tense economic climate and a foggy outlook entering what is traditionally the men’s market’s weakest season, exhibitors at the Pitti Immagine Uomo men’s trade fair here are hoping color and prints will save the day.

Vendors were mixed in their outlook, with tailoring brands upbeat and contemporary players exhibiting a more jittery stance. Conservatively eyeing the future, buyers, who braved an unrelenting heat wave that transformed exhibitor tents into ovens, said their budgets were stable.

“Brands are taking more risks to be fun and fashion-led, which is good, as men have become more experimental with color and print,” said Stephen Ayres, head of fashion for men’s, ladies’ and children’s wear at Liberty of London. “It’s a real visual thing that’s happening that will hopefully create instant connections with customers and make them buy now rather than wait. It will encourage people to have more of an emotional attachment to the product.”


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