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Chinese presence at Pitti Uomo grows

Pitti Immagine’s main strategy will be to continue to enhance Pitti Umo’s influence in Asia. It hopes the Chinese media and more high quality buyers understand Pitti Umo, so that they know they can find what they want at Pitti Uomo. The intention is to let Italian men’s brands be recognized by Chinese consumers and contacts.

The belief is that overseas buyers are playing a big role in the fashion industry and their proportion is continuing to increase in Pitti Umo, which is the world's most important men's fashion event. It includes not only fashion but lifestyle in terms of new clothing, accessories, as well as a variety of products. Asian markets are increasingly being compared to Western markets and more and more attention is being focused on the future course of business in Asia as in terms of future prospects profits in Asian markets could be bigger.

The Pitti Uomo menswear show will be held June 14 to 17, in Florence, Italy. At last year's show, 41 per cent of buyers were from overseas, from countries such as Japan, China and South Korea. This year is the 90th anniversary of Pitti Uomo.

Pitti Immagine sees great potential in Chinese designers and feel they should cater to Chinese tastes instead of turning to western inspired designs. The idea is to narrow the distance between consumers and fashion as not all of the pioneer designs and not all of the avant-garde designs are accepted.

So while young Chinese designers are educated, they also need to know what works and never forget their roots. So while they may be open to outside influences, they need to pay attention to consumer needs, cut out what’s fancy or outlandish, and attempt to blend China’s local culture and fashion together.

This year Pitti Immagine is trying a new technology called ready-to-order APP. This involves many small-scale garment manufacturers who may have a great design or quality or some young designer with promise. They can participate in the show. It is expected to help in smoother communication between visitors and vendors and more convenient business contacts.