Translated by
Jennifer Braun
Jun 17, 2017
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Pitti Uomo's new layout: exhibitors and buyers like what they see

Translated by
Jennifer Braun
Jun 17, 2017

The new floor plan of Pitti Uomo men's fashion trade show, which took place in Florence from June 13th to the 16th, managed to please a number of groups, especially exhibitors, who applauded a reorganization that expanded some areas and relocated a few key sections.

Pitti Uomo reorganized its floor planthis season. - Pitti Immagine

Especially well received was the relocation of "Touch!”, a section dedicated to research and avant-garde brands, which was previously located all the way at the back the Fortezza da Basso, the historic fortress where the show takes place. Now positioned at the entrance of the Medici Pavilion, "Touch! " broadcasts a strong image as soon as you enter the salon, as one exhibitor pointed out.
“It adds value to ​​Pitti because, before, the entry looked a little sad with just shirt makers. For us, it is obviously much better now, because we benefit from all the entrance traffic. The organizers have brought back the best brands here and the buyers have spent a lot of time in this hall," says Patrick Beerens, head of label Orcival.

Arnaud de Louvencourt, co-founder of the French sneaker brand National Standard, echoed the same sentiment: "We had all the time in the world, and had great encounters. We gained nearly 40% more new buyers, including Americans, who we did not have before.”
“For me, "Touch!" is the best section of Pitti, so of course the buyers come by," says the young designer Matteo Lamandini.
Also new for this edition was the big space allocated to the popular "Futuro Maschile" section, nearly double in size. The area features classic contemporary chic brands, and this year also hosted high-tech sportswear collections with innovations in textiles.

The artisanal trades section "Make" moved toa fully-fledged building. - Pitti Immagine

This new arrangement of "Futuro Maschile" made room for brands formerly scattered throughout the central pavilion, such as Italian brand Scaglione, specialized in high-end mesh. "Here the vibe is more fresh compared to the central pavilion, which is more formal. For us, the type of attendees has changed with buyers more oriented to a younger and casual fashion," said one the company's show representatives.
The only complaint heard was from David Escudero, brand manager of French shoe brand Carvil, which was in the new "Futuro Maschile" pavillon: "I am a little disappointed because the floor plan is quite confusing, with many hallways, whereas before, everyone followed the same flow in a single alley. As a result, there is less traffic, because many buyers do not pass by every hallway.”
The section dedicated to luxury underground fashion, "Unconventional", also doubled its surface area, adding athleisure, to the great satisfaction of exhibitors. Another success was the new "Make" area, the artisanal trades section, which moved from the basement of the central pavilion to a fully-fledged building, the Sala della Ronda, gaining space and visibility.

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