Exclusive Interview With Pitti Immagine Marketing Director: Asia Will Be A Fat Meat In The Future Men'S Wear Market.

Reporter: at last year's exhibition, 41% of the buyers came from overseas, such as Japan, China and Korea becoming one of the major overseas markets. What role do you think overseas buyers play in the whole fashion industry?

Lapo Cianchi: not only did they play a very important role, but this proportion is constantly increasing.

As the most important man in the world

The event includes not only fashion, but also related lifestyle.

The presence of so many buyers means

They can find what they want to receive more new information about Lifestyle, clothing, accessories, and products that are related to Lifestyle.

In addition, Asian markets are getting more and more attention from brands and manufacturers than Western markets. In addition to paying more and more attention to overseas markets with more attention, the focus of future business is certainly Asia, or the future benefits of men's clothing may be greater.

Reporter: what are you going to do for the Chinese market?

Lapo Cianchi: in fact, our main strategy is to continuously enhance the influence of Pitti Umo in Asia. I hope more Chinese media and high quality buyers will get to know Pitti Umo and let them know that Pitti Uomo can find everything they want, and welcome them to visit Europe and Italy.

The journey is easier and more meaningful.

Italy's menswear brand has also been more recognized and contacted by Chinese consumers.

Interviewer: can you share more with us about Pitti Lucky Numbers and the online Ready-to-order APP software launched this time?

Lapo Cianchi: in fact, we will have a number in every exhibition, and do some creativity around this number. We hope that every visitor to the exhibition can feel the freshness rather than the same thing or the same sign.

I hope they will also feel new ideas.

This year is the 90th anniversary of Pitti Uomo. "90" is a big number. It also means that Pitti Uomo has a long history.

And we all feel that the numbers seem to possess a magic power, so we try to do a series of interesting things related to "90", and you can imagine that we can all play with "90".

Ready-to-order APP is our new technology attempt. There are many small garment manufacturers, but they have excellent design and quality. Or some young designer studios do the same. They are still doing some orders with handwriting. We hope they can make their work easier. Therefore, we have done a simple technology and hope that the communication between visitors and manufacturers will be smoother and business contacts will be more convenient.

Reporter: now the fashion industry looks a bit sluggish. Do you think it will affect the market environment of men's clothing industry?

Lapo Cianchi: I think we should make some difference first.

Comparison

We need to absorb a lot of things, and constantly create new styles or fabrics.

Not too much, but maybe men's brands need to do more in terms of price, publicity and promotion.

Nowadays, consumers are more sensitive to prices. Because of the variety of shopping methods, they begin to realize that they want to dress themselves.

It is unique. It is not suitable for oneself and will not be forced to wear it.

I think the brand should do more research, understand people's shopping habits, maintain their brand.

In addition, we should think more about the way of brand publicity. If consumers do not find freshness and sense of existence, then the product is bound to be problematic in research.

Reporter: do you have any ideas about Chinese designers and fashion industry?

Lapo Cianchi: I noticed some young people.

I hope they can try to change the brand of Chinese consumers, for example, boys in China will have more ways to dress themselves and express themselves.

People's ideas change very quickly. Young designers need to broaden their horizons because they receive more education. Meanwhile, they pay more attention to what consumers need and pay close attention to the distance between consumers and fashions. Not all avant-garde designs and avant-garde designs can be accepted.

In addition to constantly accepting foreign information, don't forget where your roots are, you can combine Chinese culture with fashion.