Fashion TrendsPitti Immagine Uomo Fashion Week, Day 1, Florence, Italy - 10 Jan 2017

E-Pitti, the digital extension of Florence-based trade show producer Pitti Immagine launched with FieraDigitale in 2011, continues to grow.

In the fall 2017 edition, the company registered an increased number of visitors related to all three trade shows included in the project. In particular, the digital version of men’s wear fair Pitti Uomo posted a 3.5 percent growth in the number of visitors. The increase was even bigger for Pitti Bimbo and Pitti Filati, which posted an 8.2 percent and 11.4 percent growth, respectively. A total of 1,356 exhibitors presented their collections online and FieraDigitale also revealed that 32 percent of the visitors accessed the portal via smartphone. Italy was the leading market for the three trade shows. Japan users were second for Pitti Uomo and Pitti Filati, while Russian buyers followed the Italians in the children’s wear area.

“Our involvement in the digital environment demonstrates Pitti Immagine’s mission to become a provider of full services supporting the exhibitors at the trade show,” said Pitti Immagine chief executive officer Raffaello Napoleone.

Among the services offered by the trade show organizer, Pitti Immagine and FieraDigitale are also implementing the development of Ready-to-Order, the app introduced in January 2016 enabling exhibitors to collect orders through an iPad.  Courtesy Photo

“Conceived for small and medium companies, Ready-to-Order is also rousing the interest of bigger firms, which are currently using more expensive and rigid systems,” said FieraDigitale ceo Francesco Bottigliero, revealing that about 40 Pitti’s exhibitors have adopted the service from the launch. “We expect to reach a total of 80 exhibitors by the end of this fiscal year.”

FieraDigitale has a stable turnover of 1.5 million euros, or $1.6 million at current exchange rate, according to Bottigliero.

E-Pitti also said the fifth edition of the two-day digital and fashion summit Decoded Fashion Milan will take place Nov. 14 to 15 at the TAG Milano Calabiana, a stone’s throw from the Fondazione Prada.

According to Bottigliero, this year the summit will focus on three main themes: the quotient of “courage” needed to integrate digital solutions in a fashion business; the impact of big data on the business of companies, which don’t have an e-commerce; the omnichannel challenge.

In November, Decoded Fashion Milan will also renovate its contest for start-ups with the introduction of The Front Pitch Row. The start-ups will pitch their ideas in front of a jury seated in the front row.

In addition, the next edition of the Milan-based summit will see the first contest dedicated to fashion designers asked to present creations incorporating high-tech elements.

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