Milanfashion Week Stretches Out Italy Expansion

    Milan Fashion Week Ushered in the longest schedule in recent years, Italy fashion The determination and conviction of the rise of industry can be seen. What is the reputation of the "made in Italy" label, which is famous for its high quality? How much credit does it have among consumers today? How can Italy fashion and luxury brands integrate into the global expansion and retain the tradition of Seiko?

　　
Milan in February of this year Latest fashion Zhou was compacted for almost 4 days because of various reasons. The humiliation of the Italian people suffered serious setbacks. In order to save face and regain glory, the schedule of Milan fashion week has been extended to 7 days, the longest in recent years.

　　
At the same time, in order to maintain quality and quantity, Italy The fashion society has revised the schedule of fashion week. After reappraisal, many brands have been put on the official schedule. Underwear and beach wear brand Kristina Ti, designer brand Enrico Coveri and large-sized clothing brand Elena Mir are all victims of this reform. Mario Boselli, chairman of Fashion Association, said: "we are very excited": "we have redesigned the agenda to ensure that all the brands involved can represent the highest level of the garment industry."

　　
His excitement is not without foundation. Milan has already said goodbye to the depression of a year ago, and again visited the shops. According to the statistics of the Italy Fashion Association, as of the end of this year, the sales volume of Italy's fashion industry is expected to reach 60 billion 200 million euros, up 6.5% from last year, and Italy fashion exports will also rise 7.1% over last year. Nevertheless, Boselli is still on thin ice. He thinks that the speed and intensity of industry improvement is not enough, and the task of Milan fashion week is to build bricks and mortar for industrial recovery.

　　
Altagamma, a luxury group, recently reported a 20% increase in sales in the first half of the year, and expects to achieve a higher growth rate in 2011. Armando Branchini, vice president of Intercorporate, a brand consultancy in Milan, said that the market now established accounts for about 60% to 65% of the luxury industry's turnover. In the next 10 years, with the opening up of new markets, the proportion of the current market turnover will be reduced to half. On a global scale, the turnover of luxury goods this year is 160 billion euros, an increase of 10%. Branchini expects this figure to reach 300 billion euros by 2020.

　　
"This year, major companies are starting to open new stores and expand the market. I believe this trend will become more mainstream in 2011. Branchini said. He added that the Italy brand is now moving towards some unvalued countries in the past. Last year, Ermenegildo Zegna and Louis Vuitton opened shops in Mongolia, and Emporio Armani, Burberry, Ferragamo and Versace were also left behind. "It's very important to take the lead in the market and establish your brand image." Branchini concluded.

　　
JohnHooks, vice president of Giorgio Armani, said that no matter what the economic situation is, the company will "strictly follow the planned development", continue to open new stores all over the world, consolidate its core market on the one hand, and open up a new blueprint on the one hand. Following the opening of two new stores in Manchester in September, Giorgio Armani will open a new store in Mumbai this month. "I saw many tourists from the Middle East, China and Russia in Milan. I think the recent Milan is more lively than before, and Italy fashion is doing well. " Hooks said.

　　
He praised the extended fashion week plan, saying that "this is very important for the fashion industry in Italy, and it is also a good opportunity for young designers to show their talents." For the future, he has a positive and optimistic attitude: "the situation is improving. Our performance in the first half is very good, which is quite different from that in the first half of last year."

　　
MicheleNorsa, President of Salvatore Ferragamo, believes that the euro's downturn has attracted a large number of tourists in Milan. "The fashion industry shows more vitality than other industries, and our business is developing steadily faster than expected." He said. At the same time, he also referred to the rapid growth of the company in the Chinese market: "its sales rank near the top in the national rankings." He emphasized that Ferragamo's products are all produced in Italy, which has a strong appeal for Asian customers. "This is very important to them - they will inspect the trade mark and hope to confirm this."

　　
Italy's fashion industry has been calling on the government to introduce stricter regulations to protect the "Italy made" brand. As a member of Parliament in Italy, Santo Versace, chairman of the Versace company, has drafted a law on this issue that requires the brand to carry out the "made in Italy" label in Italy at least to two of the four steps in the production chain. However, although the legislation has been approved by Congress, it has been shelved by the European community. "The European Parliament should seriously discuss this issue." Versace emphasized, "Russia, Japan and the United States have only one president, but there are 27 in Europe. As a country in the European community, Italy can't make up its own mind. "

　　
Italy is a manufacturing country, which is very different from the Nordic countries which are mainly in distribution and trade. Therefore, there has been a disagreement between the two camps for a long time. The Scandinavian countries have imported raw materials from Asia in large quantities, and manufactured them with the help of cheap productivity in Asia. One analyst once expressed this view: "mid-range department stores can play a balancing role in weakening the uncertainty of the origin of the brand." For this reason, many European countries do not want to be transparent in origin. Versace believes that European importers should understand the origin of these goods. "We hope that the European Parliament can convey the standards of the health sector to consumers and appeal to them to protect this standard." He said.

　　
However, there are also views that the main support of this regulation is mainly from northern Italy's fabric manufacturers and the Northern Alliance Party. One analyst pointed out: "with this regulation, those brands that are made in China can buy a label made in Italy by purchasing fabrics in Italy, and thus, other manufacturers in Italy may suffer."

　　
Aeffe is a manufacturer and distributor of Alberta Ferretti, Moschino, Jean Paul Gaultier, Cacharel and Pollini. Its executive chairman, Massimo Ferretti, believes that such a decree will be welcomed by the industry, but at the same time, designer brand itself should be a guarantee of reputation for customers.