Milano Unica Shanghai F/W 2018-19

Italian fabrics more and more strategic for the Chinese brands

Warming up for Milano Unica Shanghai 12th edition. It will take place from October 11 to 13 at the National Exhibition and Convention Center. The Eastern spin-off of the Milanese exhibition dedicated to top end textiles and accessories has received 40.000 visits over the years. Thanks to the support and seamless monitoring and interaction of ICE Agency in the region this project is an important reality: keeping dynamic mechanisms and developments under control is crucial to make business decisions together with the exhibitors. The Italian Ministry of Economic Development’s support is equally stategic.


A leap in the buyers’ level of specialization and in the womensewear and kids demand
“The Chinese market is always strategic: the quality of the contact has grown along with a surprising leap in the level of specialization of the attending buyers. Menswear is no longer the main product because womenswear and kids have also gained ground in this still complex market. The 45 top end mills that will exhibit at the 12th edition rely on a strongly motivated customer base inyterested in Italian quality ” said Ercole Botto Poala, President of Milano Unica.

Positive performance of Italian textile exports to China
China’s dynamic development cannot be neglected: fashion sales are up 2% compared to last year. Export data confirmed the buoyant performance of the Chinese market in the January-March 2017 period: Made-in-Italy fabrics were up +22.1%; exports towards China and Hong Kong (the latter up by +10.8%) exceeded euro 78 million. Multimedia integration, e-commerce, digital marketing and also targeted government actions, proved to be the tools that mostly contributed to increasing consumer spending: customers are highly knowledgeable and informed and they force foreign brands to compete more and more with local brands, whose standards are improving to better exploit the same opportunities. “In order to meet the demand of these brands, 45 exhibitors of the MU Pavilion inside Intertextile, the large exhibition where Italian Textiles represent the top end, present their F/W 18-19 collections. The Trend Area will be proposed, which has attracted the greatest interest over the years among the select customers who accessed the pavilion of beauty and culture,” said Massimo Mosiello, General Manger of Milano Unica