Newly Digital Florence Tradeshow Pitti Uomo Launches Custom Experience Enriched Platform

Pitti Immagine Uomo 98 or Pitti Uomo for short – the twice-yearly tradeshow in Florence Italy – is menswear’s mecca. This year the pilgrimage made by buyers, press and brands which introduces new designs, manufacturers and trends will be made only online. Meet Pitti Connect.

Via a Zoom press conference, CEO Raffaello Napoleone unveiled the custom-made platform allowing buyers and exhibitors to interact digitally as closely as possible to IRL. But beyond sales, the tradeshow, launched in 1998, has become an industry cultural hub, often highlighting creative talents in many fields beyond design. The new platform aims to engage attendees with an enriched experience through custom content that replicates being there. 

Acknowledging his disappointment in not seeing the industry in person this year, Napoleone began the meeting with anecdotal news of Italy’s return to activity and revealed statistics on the Italian menswear industry. 

He compared 2019 – a stellar year – to the state this year. “In 2019 Made in Italy menswear increased by ten billion euros, up 6.6 percent from 2018 with seven billion euros the result of exports,” Napoleone stated, “It was one of our best years.” Great Britain was the leading market with a +22.8 percent increase followed by Switzerland, Germany and France.” He noted that the United States was up +8.0 percent with Hong Kong and China +3.9 percent and +7.5 percent, respectively.

2020 all but shattered those gains. The CEO recited negative figures reported from data gathered in March and April. “In March exports were down -26.7 percent.” He noted sobering statistics around Italy’s tourism drop, which contributed to significant losses in the retail sector. Specific to Florence, where the industry won’t be contributing to the local economy via hotels, restaurants and shops, he ended on a dash of hope. “We are beginning to see European tourists arrive by car to enjoy our seaside and coasts.”

Taking trade shows digital has been news in the sector since the pandemic canceled in-person events. The Pitti shows (which runs auxiliary shows for kids, fabrics and fragrance simultaneously) had planned pre-COVID to launch an interactive digital format with the January 2021 show. The new platform was fast-tracked due to the pandemic. The concept isn’t new for wholesale buying as tradeshows like Coterie and Magic use NuOrder; a digital buying platform and small independent stores have been supplementing their shelves via a similar app, Joor. 

However, the organizers of the new site, Pitti Connect, sought to create unique software combining the best technology giving exhibitors total control. “Our platform offers new advanced features, including a smart scouting option, to search for brands according to the styles and fashion items that the buyer seeks for his customers,” said Napoleone. The organization tapped consultant Andrea Secci to realize the vision with various tech partners.

Secci explained the site uses a unique three-level security model. Level 1 is for the general public and gives access to editorial content and brand websites and social accounts; Level 2 is open to buyers and press providing access to a range of videos, mood boards and press materials. Secci explained that in Level 3, “Buyers are granted personal access by exhibitors to chat and meet in a virtual showroom where they can manage orders,” adding the real magic happens with the ‘big data’ available to exhibitors. “We can tell them what the traffic on the page is down to the number of actual buyers, pages views, time spent online and which product is drawing attention as well as what searched most.”

This current iteration of Pitti Uomo, whose show theme is “Out of the Blue” in a nod to the new version, launched on July 16th and will run through October 9th. However, organizers envision it as a 365 day a year platform eventually. It would present collections according to the appropriate season but also gives the buyer an extending time for making buys. But with an added boost – editorial content. “With content related to fashion and trends releasing continuously, Pitti could become a source of input and inspiration for style, design, market trends and contemporary cultural issues,” said Napoleone. 

The online platform provides almost as much visual stimulation as the live show. But is there a danger of buyer fatigue if the platform is open yearly? Napoleone doesn’t think so noting that global fashion calendars alternate seasons and timing of new collections. “Our work as a fashion event and trade show organizer will accompany the companies throughout the process of presenting collections and supporting their marketing and communication choices beyond the show dates.”

To support the plan, The Billboard, where editorial content lives launched. According to show communications and special events director Lapo Cianchi, this space will operate as a ‘web magazine’ where show partners in the fields of creative direction, photography, fine arts, music and journalism contribute. “We have daily content delivered in this communication shell that conveys the buzz of the show.” 

The portals’ first message has been The Sustainable Style, a film featuring the work of thirteen eco-centric brands exhibiting at Pitti Uomo. World-renowned curator and art director Olivier Saillard also created a series of charming live-action, graphic-enhanced movies focusing on classic menswear staples.