Milano Unica is aiming at New York
After China, the benchmark Italian textile trade fair, Milano Unica, is getting ready to disembark in the United States. Italian Deputy Minister for Economic Development, Carlo Calenda, was the one to speak of this project in Florence at the opening ceremony of the Pitti Uomo menswear trade fair. The creation of Milano Unica New York is indeed considered to be one of the flagship initiatives of the Made in Italy promotional plan sought by the Italian transalpine government in 2015.
The idea is to replicate the success of Milano Unica Shanghai. Launched in March 2013, the Chinese version of the trade fair, the 7th edition of which is scheduled for this March, currently brings together 130 exhibitors. The first edition of Milano Unica New York should take place over 2 to 3 days around the 20th of July, in conjunction with Première Vision and Texworld USA (Messe Frankfurt).
"We are betting on some fifty leading companies in our sector, representatives of the main Italian textile districts, to start with. It would be ideal to be able to be located in an independent pavilion near Jacob Javits Center, which already hosts Texworld. But everything is still in the project stage," explained Massimo Mosiello, general manager of the Milano Unica textile trade fair.
"Compared to China, the United States is more complicated since it doesn't have the same trade fair culture as we do. For us, a trade fair represents the extension of a company's activity, where the collections are presented almost in like a showroom, with top notch installations, an area reserved for trends, great catering, etc.," he continued.
"It's true that we're arriving in the United States after our main French and German competitors. But with a custom-selected, quality offer, we are sure to be successful. Our goal is to go there where the major markets are located," concluded Massimo Mosiello, who hopes to repeat the success Milano Unica experienced in Shanghai.
"Paradoxically, our Shanghai trade far brought about an increase in Chinese visitors to our Milan edition as this type of event makes it possible to create different relationships with the buyers," he emphasised.
The presence of the Italian weavers in New York will undoubtedly create a stir, given that there are already a number of them present at Première Vision, and also given the already very complex market with, in particular, the launch of New York Textile Week this month taking place from 19 to 21 January.
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