The White Man & Woman show, held in Milan from 17 to 19 June 2017, has closed its doors registering stable foreign visitors, while visitors from Italy dropped by 12% compared to June 2016. Massimiliano Bizzi, founder and president of the White Milano show, commented on this edition’s affluence and on specific development strategies they are focusing on.

 

Can you comment on the results of the last June 2017 White Man & Woman edition?

White has seen a drop - as it occurred with the whole fashion system this June - although our considerable effort has brought to the trade show both international quality presences and top Italian buyers.

The Summer season is usually more complicated but I think that between shows happening, for instance in Milan and Florence, there has to be a common and shared strategy as each single event happening in this same period plays a different role and has to avoid overlapping with other events.

Realistically I hope, above all in the interests of the firms, that all of us, the main players of the fashion system, can meet to undertake common strategies and to cooperate as we have done for our next September edition, when all the sector’s players will be in Milan [Editor’s note: Within the same days of Milan Fashion Week, and other specialized fashion trade shows]. As a result we expect to enjoy a remarkable buyers’ turnout. This should prove that, when working together strategically, we can catalyze everyone’s attention. The same method should be implemented for the June and January editions, so as to play the crucial menswear collections and womenswear pre-collections match at par, to prevent other fashion capitals from taking the lead.

 

White Milan June 2017
© Getty Images
White Milan June 2017

Are you working at strategic alliances with other shows?

Signing new strategic alliances is always valid for us especially at international level. And we are always working on this.

 

Are there any new specific initiatives you will launch for the next January or June editions?

White has important qualities that international buyers are appreciating always more. As they are very interested in the contemporary fashion segment they identify us with this segment.

We have already provided clear answers to both buyers and exhibitors in terms of new specific projects. Our new format Showroom Connection@White, for instance, is a clear example and it has debuted for this edition. This initiative is a bridge project aimed at connecting brands, showrooms and buyers. Buyers are indeed given the chance to see the highlights of new collections at the trade-fair and follow up in the brand’s dedicated headquarters. Among the participants in this brand’s new initiative we have involved brands such as Casadei, presenting a specially developed see now buy now capsule collection, Vic Matié, L’Autre Chose and Amen. Both mono-brand and multibrand showrooms have also joined the show presenting new projects.

Aim of the initiative is to establish a triple connection between our show, the brand exhibiting here and showrooms, in order to help buyers in their selecting and buying activities. This is the right direction we want to follow also for the upcoming editions of our show.

 

Are you eventually considering to change dates?

No, we are not planning that. I think the present ones are perfect for both men’s collections and for the women’s previews.

 

Poan Collection show
© Getty Images
Poan Collection show

Are you planning to focus on new additional initiatives in order to recall more foreign buyers?

Sure. At present foreign buyers are fundamental, especially those from emerging markets like China. We have already been working towards this direction for a long time and are now considered as a reference show for those buyers.



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