Pitti Immagine expands its service range thanks to e-Pitti
"Our role has changed. We are increasingly turning into associates whose task is to help companies, especially the smaller ones, where they are not able to act independently. Especially in the digital domain," stated the CEO of show organiser Pitti Immagine, Raffaello Napoleone, on the occasion of the presentation of a summary of the activities of e-Pitti, the platform he launched in 2011 to extend on the web the Pitti Uomo, Pitti Bimbo and Pitti Filati shows, the latter dedicated to the yarn industry.
In order to assist its exhibitors, as of this June’s edition Pitti will offer them 'Ready-to-Order', an app accessible via the e-Pitti website and allowing companies to manage all their orders digitally directly on an iPad, throughout their sales campaign, even outside of the Pitti shows.
The service was tested in January and is targeted to exhibitors in all of the Pitti Immagine shows, at a rate of €40 per month. "Nearly 60% of our exhibitors generate a revenue below €5 million, and 25% of them are between €5 million and €10 million. The majority of them has neither the resources nor the time to take care of certain aspects which have become a must nowadays, such as digital technology, a sector in which they have rudimentary skills," explained Raffaello Napoleone.
Hence the service that Pitti puts at their disposal. With a similar notion, in June and for the first time, Pitti will be launching an invitation-only workshop, to allow about thirty SMEs exhibiting at the show to discuss with digital experts. The workshop is called Modae Connection, and will be held every six months on the eve of Pitti Uomo.
The first edition, held in partnership with Google, is scheduled for 13th June at the Ménagère, a cool new restaurant in Florence. The workshop's theme will be 'Online brand perception for the benefit of sales.'
"Digital technology is fashion's new frontier. With their sales in China and Russia slumping, major labels too are beginning to swear by the web only. For Italian companies, e-commerce is an opportunity, especially through multi-brand sites," said Francesco Bottigliero, the CEO of e-Pitti.
Last season, Pitti's virtual trade show beat all its records, with 35% extra buyers registered, compared to the previous winter edition. e-Pitti's January 2016 edition, which for 11 weeks covered the men's, children's and yarn shows, presented 1,356 brands and 8,912 products in total, attracting buyers from 110 countries, lead by Italy (60%), and followed by Japan for menswear and Russia for childrenswear.
The website focused even more on quality content, abandoning the mere 'show catalogue' format. With this aim, it was forced to withdraw its versions in Russian and Japanese, and is now only available in Italian and English. Targeted newsletters have been sent on a weekly basis to users.
Also, new columns will be featured this season, in order to further increase content. Two among the upcoming new projects are 'Through the eyes of', which will identify a new trend each week, as viewed by a personality (Riccardo Grassi, Edwin Karl Guerre, etc.), and 'Style, as told by my mum', which will discuss children's style as seen by blogger-mothers.
"Other shows' difficulties stem from the fact that they operate only as shows. From the beginning, we have taken initiatives to support the fashion system in its multiple aspects, from helping young professionals via our new Tutorship division, to services targeted to our exhibitors," concluded Raffaello Napoleone.
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