January brings the familiar sight of fashionistas strolling the streets in on-point outfits. CEO of Pitti Immagine, Raffaello Napoleone, tells us what to watch out for during this edition of the trailblazing trade fair and what to expect in the future from the powerhouse brand.
Tell us about the highlights of PU103.
Pitti Uomo moves forward again, expanding its itinerary at the Fortezza da Basso with special projects that intercept the new desires of today’s lifestyle. This is the direction taken by the return of I Go Out, the section dedicated to the world of experimental outdoor clothing, which is joined by two brand-new areas. For the first time, Pitti Uomo will be devoting an exclusive space to accessories and lifestyle products designed for pets, called PITTIPETS, presenting the fashion side of the world of pets: 15 exclusive brands not to be missed, between fashion, food, beauty, objects and creative accessories—it’s maybe the real highlight of this Pitti Uomo! In addition, the new project “the SIGN” will be showcasing the new frontiers of lifestyle design, with creative and original objects, unexpected and indispensable furnishing and style accessories. And, of course, there’s the special events program, including the highly anticipated fashion show by Martine Rose at the Loggia del Porcellino, maybe the most talented new name of menswear fashion today, together with a free-spirited voice like Belgian designer Jan-Jan van Essche, who will present a special performance at the Complesso di Santa Maria Novella. At the Fortezza da Basso and in the city itself, it will become a continuum of events, special projects and happenings, inviting the global fashion community to be here and share new perspectives on lifestyle.
PITTIWAY is the theme of PU103 with a stellar promo video showing the yearning for momentum with a few false steps along the way. How can fashion operators find a new direction in the post-pandemic world and what is Pitti Immagine’s role in this?
Now more than ever it is necessary to have increased market sensitivity. It is essential to capture the needs of consumers and aim to anticipate them. For a fashion brand, it is necessary to look more and more internationally; at a time when consumption in Italy and Europe is decreasing, it is crucial to look at the markets that are performing better, such as the US, Korea, but also the Middle East, just to name a few. Being increasingly aware of the way of producing fashion, with an eco-conscious and fair approach: this is another aspect that marks the way ahead. And at a historical time when e-commerce has stopped growing and people have gone back to buying in physical stores after the pandemic (the fact that Amazon recently opened its first physical store on New York’s 5th Avenue speaks volumes!), it is necessary to work hard on retaining customers and finding new ones online, possibly on new markets, through original, creative and, at the same time, functional buying experiences. Pitti and its trade events are, in this sense, a compass, offering orientation in making choices. Participating in a Pitti show is a unique opportunity to meet other operators in the sector, understand trends, and then make decisions and embark on paths for the future.
Pitti Immagine is expanding its horizons as a brand with recent additions such as Testo and Danzainfiera. What can we expect from these acquisitions and what’s next from the Pitti Immagine?
Pitti has always been at the service of the market, for each one of the sectors and events we work on or have launched through the years. Inventing innovative formats, selecting companies, developing projects and special events that open up new perspectives for the market and the consumers. We did it in the world of food with TASTE, which has evolved to become a reference model for scouting and proposing quality food products and trends. This was also the case for TESTO, which introduced a new format into the world of books, with a sophisticated and engaging experience, as well as workshops and presentations that delve deeper into how a book is produced, which is an absolute novelty on the publishing event scene. Even with new ventures such as Danzainfiera, the intention is to bring our consolidated experience in other areas to the service of customers and visitors of this new sector, to an event that has already consolidated its role. Our intention is to bring added value to the event, taking care of the fashion selection and working on the edit of the overall experience. Pitti Immagine aims to get to know other worlds similar to those of fashion and lifestyle, and to interpret the needs of consumers: through selection, research, bringing contents and a new approach that increases people’s experiences.