MILAN — Pitti Immagine has strengthened its focus on the digital business by taking full control of Fiera Digitale, which it cofounded with Francesco Bottigliero in 2010 to innovate the world of trade shows trough digital innovation.
In particular, the Florence-based organizer has acquired the 25 percent share formerly in the hands of Bottigliero becoming the unique stakeholder in the digital firm.
“This decision highlights that the digital component will have more and more importance in our specific business,” said Pitti Immagine chief executive officer Raffaello Napoleone. “In the future, we will invest more and more in digital since we think it’s absolutely key in order to preserve the future of the trade show business.”
Fiera Digitale, who during the fiscal year that closed on Sept. 30 posted revenues of 1.5 million euros, manages e-Pitti, the digital arm of Pitti Immagine.
According to data provided by Fiera Digitale, during the latest editions of Pitti Uomo, Pitti Bimbo and Pitti Filati, 26 percent of the registered buyers, based in 105 different countries, visited the trade shows online only. The digital service is mostly used by Italian, Japanese and German buyers and 39 percent of the total users access e-Pitti from a mobile device.
After parting ways with longtime partner Decoded Fashion, e-Pitti is working on the organization of the annual Milan-based summit focused on fashion and digital innovation. Taking place on Nov. 20 and 21, the e-P Summit 2018 will focus on a series of specific themes, including “culture, commerce, data, innovation and inspiration,” said Bottigliero, who highlighted that the event’s agenda will include case histories from both major companies and successful start-ups.
The speakers will include Mulberry ceo Thierry Andretta; Instagram and Facebook global creative lead for luxury Jane Han; Levi Strauss & Co. vice president Central Europe Lucia Marcuzzo; Cristina Fontana, business development director Italy at Alibaba Group; Tod’s Group head of omnichannel Gaia Franceschini Beghini, and Hugo Boss Textile Industries managing director Joachim Hensh, among others.
In addition, e-Pitti will promote the exchange of ideas and the networking among brands and start-ups with the “Brands + Start-Ups Catch Up” program, where 17 start-ups will be asked to offer innovative solutions to the specific requests coming from 20 established labels.