How To Revive Italy'S Fashion Industry By Local Young Fashion Brands

People's impressions of fashion week are always filled with bright costumes, T stations full of art and all kinds of celebrities. But in the final analysis, the original purpose of fashion week is trade. As a result, there are many fashion shows and accessories trade exhibitions during and after the major fashion week. Recently, the MIMilanoPretaPorter (hereinafter referred to as MIPAP), White and Super were the three most representative fashion trade shows in Milan fashion week.

Unlike the artistic sense displayed in Milan fashion week, the news presented later and later at the trade show has nothing to do with aesthetics and is linked to the economy. In early October, according to the latest orders and spanaction data from these three exhibitions, the number of buyers at the three major exhibitions was 6500, 18000 and 4354 respectively. Among them, the number of buyers in Super and White rose by 18% over the same period last year, while the number of fashion buyers active in MIPAP increased by 24% over the same period last year. In addition to the substantial increase in the number of exhibitors, and the data from the Italy Federation of fabrics and clothing Federation, Italy's fashion exports increased by 4% over the same period last year, reaching 3 billion 560 million euros, while imports increased by 7.7% to 2 billion 330 million euros.

These ones here positive The data show that Italy's fashion industry seems to be stepping out of the shadow of the economic crisis triggered by the euro zone and is facing a rebound. "Despite some difficulties, combined with the overall trend of the textile industry in Italy, compared with the sales and export volume in 2013 and 2012, Italy textile industry has seen a trend of reverse recovery." SilvioAlbini, chairman of the October 20th MilanoUnica fabric exhibition, said. On the same day, as the trade fair of textile and fashion industry from Italy, the sixth MilanoUnica Italy textile China exhibition was opened in Shanghai, and 127 Italy exhibitors attended the exhibition.

As fashion bridge stars on the fashion week, Marni, Moschino and Dolce&Gabbana's fashionable brands can not be underestimated for the development of Italy's fashion industry. But when it comes to the driving force of Italy's fashion economy recovery, young local brands are also one of the main reasons for their efforts in the trade market.

"The number of exhibitors has increased by 30% this year, from beauty products to ready-made clothes, and jewelry accessories, as well as department stores." MassimilianoBizzi, chairman of Italy fashion trade exhibition White, pointed out that "White has attracted more buyers' attention this year, mainly because of the order environment that we provide to buyers such as" fashion hunting grounds ". In this environment, we admire Italy local brands that are difficult to find at other fashion cycle exhibitions.

Bizzi take the young brand GiulietteBrown&FilippaLagerback as an example. GiuliaBruni, the designer of the brand, was trained in Guess, and her father AngeloBruni was Guess's creative director. The 2015 series of the brand is made up of more than 30 pieces designed and manufactured in Italy, inspired by the well-designed skirts and trousers in 1960s, and the thick crayon jacquard.

In Super and MIPAP, mainland Designer and local fashions are also the focus of attention of buyers.

Capri Island's fashion brand AnticaSartoria is one of MIPAP's exhibitors, featuring an absolutely Italian lace embroidered cotton dress. "We sell cheerful, interesting, party atmosphere Italy costumes." "RiccardoRuggiti" only sells spring and summer fashion. AnticaSartoria has about 10 stores in Capri, Positano and other places. After entering the autumn and winter off-season, the brand will move to the southern hemisphere to continue their sales. Despite the seasonality of its products, AnticaSartoria maintains an annual growth rate of 25% to 30%, and sales in 2014 are expected to reach 10 million euros. Ruggiti said that the reason for the success of the brand is the Italian holiday carnival atmosphere in the product design, so that users feel relaxed and cheerful while maintaining the characteristics of Italy's fine handwork.

Similarly, as MIPAP's exhibitor brand, ClubVoltaire's brand director AlbertoMelani said he clearly felt the revival of Italy's fashion industry: "our consumers are mainly middle class working women. They may not be particularly rich, but they all maintain a positive state and influence in their respective groups. ClubVoltaire's sales increased 10% to 3 million 500 thousand euros this year, and 50% of its products were used. Exit "

Another representative fashion trade show Super was hosted by PittiImmagine in Florence. Chairman RaffaelloNapoleone said: "overseas buyers this year, especially the number of Asian buyers, have doubled." The local design brand is also the most notable exhibitor at this exhibition. For example, the young brand AnItalianTheory appearing in Super stands out in its Italy identity, and its products have the sense of humor and irony of Italian pop art. The brand is made in 100% of Italy, with fabric from TessituraMonti and handbag accessories from AzzurraGronchi, both of which are local suppliers in Italy. Its production is also completed by ConceriaSamanta, a Tuscany family tannery of many luxury brands.

Local fashion brands help and overseas buyers grow rapidly, which has led to the revival of Italy's fashionable economy.