MILAN — White Milano has all the time prided itself on being a bridge between the quite a few Italian small and medium-sized trend enterprises and worldwide markets and consumers.
In the aftermath of the pandemic, the commerce present operator is aiming to develop larger and stronger, with a five-year marketing strategy that stretches till 2026 and is geared toward strengthening its rapport with small trend gamers and international markets.
White Milano is gearing up for its June and September editions. While the previous — devoted to sustainability beneath the WSM moniker — is scheduled for June 19 to 21 in a “phy-gital” format, mixing a digital market with a variety of bodily initiatives unfold throughout Milan, the latter, deliberate for Sept. 23 to 26, will mark a full return to the IRL present.
“We really wanted September’s edition to be physical because White Milano represents the most important platform for SMEs, that are the present and future of the fashion sector. We’re an incubator for the industry,” Stefania Vismara, the newly appointed White Milano’s normal supervisor, advised WWD.
Brenda Bellei, White Milano’s chief government officer, added that “the companies we represent take center stage in everything we do, in addition to the quality of our offer. We’re not just selling exhibition spaces, we are creating a system with them to support their needs.”
“The expansion plans for our [trade show] formats were conceived with the aim of supporting networking and increase the pivotal role that Milan plays in the global fashion landscape,” echoed Vismara, noting that Milan attracts roughly 10,000 manufacturers every season, showcased throughout trend reveals, displays, commerce reveals and showrooms.
Massimiliano Bizzi, the commerce present founder, has all the time been vocal in regards to the want for all fashion-related entities and establishments to create a system and collaborate to be able to improve town’s enchantment.
To this finish, White Milano — which boasts the help of Milan’s municipality, the Ministry of Foreign Affairs and International Cooperation, as properly Italy’s commerce company ICE, along with a partnership with Confartigianato Imprese — is plotting extra tie-ups.
While for the WSM showcase in June it has linked with key retailers together with Biffi, Daad Dantone and Modes, amongst others, that may show sustainable manufacturers chosen with the help of White Milano, for the September present, it can present devoted corners on the fairgrounds to key Milan showrooms, which is able to show a number of their manufacturers.
In September, the Superstudio and Base Milano, Ex Ansaldo venues within the Tortona District, which have historically housed the commerce present, will showcase round 250 manufacturers, at full capability. Going ahead, White Milano lists the growth of its exhibition floor among the many key aims. Vismara mentioned it can add extra venues to the present ones beginning possible with the February 2022 version.
Vismara additionally underscored the significance of additional attracting worldwide consumers ranging from September, particularly from Europe, Russia and the Middle East, the latter notably interesting given the small penetration of Italian ladies’s put on manufacturers within the area.
“Attracting foreign buyers requires organization and planning…we want to be ready and well equipped when the sanitary situation improves,” mentioned Vismara, noting that the September version of White is predicted to attract round 10,000 guests.
At the identical time, the five-year marketing strategy additionally entails the honest’s growth overseas, with its codecs to be doubtlessly replicated on worldwide levels. “This is the most ambitious and important project we have, because our exhibitors’ exports are only sustainable if international exposure is guaranteed,” Vismara mentioned.
This will go hand-in-hand with an extra enhance on the prevailing business-to-business on-line market. Set up through the pandemic to make up for the forgone bodily festivals, Bellei defined that it “has helped our exhibitors keep their business relationships alive in anticipation of the September physical show,” accumulating 8,250 consumers all through 2020.
Dubbing it as “synergistic,” Vismara additionally touted the companies the commerce present might present, which spanned from content material creation to schooling, with the objective of supporting exhibitors all year long and past the bodily reveals.
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