Milano Unica opens the 24th edition

Milano Unica opens the 24th edition looking to the future

Milan, February 1, 2017. The 24th edition of Milano Unica was presented by Ercole Botto Poala, President of Milano Unica, Giuseppe Sala, Mayor of Milan, Claudio Marenzi, President of Sistema Moda Italia, Ivan Scalfarotto, Deputy Secretary at the Ministry for Economic Development.
Open to the world, targeting high-end production, focused on fashion, interested in young talents, looking to the future. This is the 24th edition of Milano Unica, more technological and modern, and more intrinsically global, the first after the New Beginning of last September 2016. The trade show features a totally new layout, restyled based on the experience accrued in the new Fieramilano Rho area.

The new exhibition path has been completely redone, with an eye to functional optimization. Transfers will be facilitated by the newly developed interactive APP, which will enable visitors to locate exhibitors and their position in an easy and systematic way. Moreover, badges will be scanned at each stand, to better measure traffic flows and optimize product category breakdown. This is another strategic investment that the Milanese trade show organization has put in the pipeline.

Milano Unica thanks the Italian Ministry for the Economic Development for its consistent and fundamental support, which has made it possible to increase exhibitors’ international visibility, ICE Agency and SMI for their indispensable collaboration.

We expect that the future, as anticipated by many observers, will be characterized by changes in the strategies applied to creativity, marketing and distribution in the fashion industry as a result of the changing approaches, dictated particularly by the luxury segment, and Milano Unica aims to meet these new needs in advance, anticipating the timing to the advantage of the high-end fashion business and thus favoring the orientation towards  capsule collections to satisfy different markets and targets. Prima MU was the “jewel” that opened the horizon towards a new strategy that is meant to anticipate in July the traditional appointment of September.

“I believe that the world will increasingly focus on the need for dialogue options that enable the use of multifunctional channels. For this reason, Milano Unica, anticipating time on the textiles market, presents MU365, an interactive platform dedicated to selected clients. This platform can create one-to-one contacts with exhibitors on a daily basis, at any time, from any time zone.  This represents a great opportunity for businesses to learn how to promote themselves efficiently and in a multifunctional way, by using this platform in collaboration with Sundar. This is an asset that Milano Unica offers to the industry to enable a multichannel opening, while increasing the efficiency of traditional commercial channels,” said Ercole Botto Poala, President of Milano Unica.

The Italian Textiles and Accessories Trade Show is – more than ever – an example of trade show innovation in the sector.  The system of relationships between producers and clients fostered by the Trends, both in the roadshow phase and at the show itself, also empathetically involves the audience of reference and accompanies it through creative explorations that are never banal.

Trade show innovation extending also to the most prestigious international brands with stores in the famous Milan fashion district. In accordance with the Associazione MonteNapoleone, on its President's initiative, Guglielmo Miani, Milano Unica will promote a training project dedicated to the shop assistants of the participating brands with a view to increasing their knowledge about the importance of fabrics in the development of a qualitatively excellent finished product.

Therefore, Milano Unica is the hub for inspiration and updating. The hub for young ideas and styles.  The hub where fashion is born. This is the new international fashion observatory, where the key asset - in an environment that is by definition collective – is individuality and the peculiarity of the individual. The result of the work accomplished by entrepreneurs for entrepreneurs with an in-depth knowledge of their customers, Milano Unica is alien to interests regarding space and numbers, but it is democratically oriented to promoting deluxe collections produced by small, medium and large textile and accessory companies, “because we don’t  want to minimize, but to emphasize differences. All this in a quality context of international standing. All this – also – in a glamorous context!” confirms Ercole Botto Poala.

Susi Castellino
Tel. +39 02 6610 1105 – +39 334 6014386
Sergio Vicario (Metafora)
Tel. +39 02 45485096 – +39 348 9895170