The “new” Milano UnicaThe first July edition (moved up by two months to this earlier date) was in line with the 6000 visiting companies of the September 2016 event, but with a higher international presence and more time spent in the stands. A good result that rewards the decision to bring the date forward.
The 25th edition of Milano Unica, the Italian Textile and Accessories Fair, was held from 11 to 13 July 2017, two months earlier than the usual September event. Approximately 6000 visiting companies viewed the autumn/winter 2018/2019 collections, confirming the number of visitors of the edition which was held ten months ago, while the time spent at the fair doubled and the international presence grew.
The number of buyers increased, especially those from the Netherlands (+46%), Portugal (+42%), Germany (+32%) and Russia (+32%). There was also an increase in buyers from Spain (+28%), USA (+26%) and the United Kingdom (+20%), with a significant progress for France (+15%) and Turkey (11%) as well. On the other hand, the presence of Italian and Chinese companies declined, but the organizers hope to see these companies in Shanghai from 11 to 13 October for the 12th edition of Milano Unica China. Exhibitors (consisting of 256 companies, which is 20% more than the past September edition, plus 145 companies from the Japan and South Korea Sections and the Origin Passion and Beliefs section, for a total of 601 exhibitors) were satisfied with these numbers.
The President of Milano Unica, Ercole Botto Poala, was enthusiastic:
We took a chance and were rewarded by the market. The day before the opening I would have considered a 10% drop in attendance as being successful, but instead the results were in line with those of September 2016, mainly due to the good performance relating to the participation of international buyers. The doubling of visiting times by buyers, however, is the true confirmation of the strategic importance of the anticipated dates. This winning attempt was well received by exhibitors and we are happy to share it with the entire Italian Fashion chain.
The 26th Milano Unica is scheduled to be held 6 – 8 February 2018, and Ercole Botto Poala has already confirmed the next dates as well: “This challenge will continue from 10 to 12 July 2018”.