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White Milano: after the winter success, warming up the engines for September

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White Milano: after the winter success, warming up the engines for September

Numerous Italian and foreign buyers visited White’s business-to-business platform to see the autumn-winter collections of the brands carefully selected by the team of Massimiliano Bizzi, founder of the via Tortona event.  “Due to the Prime Ministerial Decree (DPCM), which prevented us from opening our fair in the Tortona fashion district, we thought it was right to continue supporting our SMEs through a marketing project to emphasise and highlight beautiful Italy-born products finely made by sustainable companies; companies that we define as highly evolved artisans. We supported their creativity, first of all by encouraging meetings between the brand and buyers, guiding them through our business-to-business platform and creating content, videos and interviews to showcase the excellence of individual companies,” explained Massimiliano Bizzi, Founder of White Milano.

“We are now working to select the best brands on the market as always, to give buyers an even more interesting offer,” states Bizzi.

Carlo Maria Ferro, President of Ice-Agenzia, the institution that has supported the Milan event for several editions, is also optimistic about the future and a return to normality in the coming months. “The reference KPIs (Key Performance Indicators) have been largely exceeded: about 180 companies in the women’s fashion and accessories sector came into contact with 8,000 individual users during Milan Fashion Week last February,” said Ferro, expressing satisfaction with the fair’s performance in terms of visits and buyer interest in the brands on the platform. “In the coming months, we will probably continue to have digital fairs alongside a few presentations and in-person events, but then we will return to the physical fairs, even though digital will remain so as to offer a greater business opportunity to companies and brands, including fashion brands: that of expanding the scope to those who cannot be physically present at the event. To this end, we have launched Fiera Smart 365, a tool for conducting digital or hybrid exhibitions today and amplifying the impact of international exhibitions on foreign markets tomorrow.”

White Milano: after the winter success, warming up the engines for September
In detail, during the days of the exhibition, from 25 to 28 February, traffic on White’s new website increased, reaching over 8,000 individual users per day with an average visit time of 2.5 minutes, while social media registered a 400% increase compared to the previous edition, with over 3,000 people connected to follow the webinars. The digital work on SMEs continued throughout March and April to support companies in their business-to-business sales campaigns.

“Now”, added Bizzi, “we are working as always to select the best brands on the market, to provide an even more appealing offer to buyers, who we hope will return to visit our event, selecting new designers from our brand mix, with the desire and enthusiasm to start again. Since the start of the pandemic, we have been working together with showrooms and retailers, convinced that only by working in the same direction will we be able to overcome this very difficult historical moment. In September, we will be able to count on the support of the institutions, Ice-Agenzia, Confartigianato, and the Municipality of Milan”.

For instance, Confartigianato’s President Marco Granelli observed that “Fashion is the manufacturing sector that is suffering the most from the crisis. In 2020, it recorded a drop in turnover of 17.9 billion and a decrease in exports of 11.2 billion. The recovery phase will be long and complex, but in order to get back on track, we need to focus on two factors. First, the ability to innovate, which already involves 46.8% of companies in the sector; and secondly, the eco-friendly approach, with 62.8% of small companies in the sector already implementing strategies aimed at reducing the environmental impact of their activities”.

In short, the “digital” test, combined with the focus on sustainability and support for small and medium-sized companies, was passed with flying colours by WHITE, as the words of the organisers of the event and the important institutions involved testified. Also contributing to the success was Milano Loves Italy, the movement promoted by WHITE and CSM-Camera Moda Showroom, which was joined by CNMI -Camera Nazionale della Moda Italiana, CBI-Camera Buyer Italia, Confartigianato Milano Monza e Brianza, Alined Network, Niam-Nazionale Italiana Agenti Moda. The project also sees the involvement of the Municipality of Milan.
The movement has made a short film to send out a signal of hope and positivity. This is Milan is directed by Mantra-Mezcal, Fred Cavallini & Filippo Pax, and is shot in the city’s most evocative corners, which take on an extra-special atmosphere during fashion week.

The message of the video is direct and zeroes in on emotions: it is time to be reborn! Milan, the capital of fashion and design, does not give up and reveals itself in its Beauty, which sometimes remains silent only to explode again in unthinkable ways and at unexpected moments; a dynamic city, as frenetic as ever, in continuous evolution after continuous battles. It bounces back, more beautiful than ever. This is the storyboard developed by the two directors Cavallini and Pax, who were able to emphasise through words and images the concept of a resilient Beauty.

White Milano: after the winter success, warming up the engines for September
Gigliola Maule, President of CSM-Camera Showroom Milano, also commented on Milano Loves Italy and the desire for recovery:

“Milan has been forced to sleep, but it has a great desire to come back to life. We are working on various projects and, with the restart in mind, we have joined Milano Loves Italy, a movement founded by White to promote the rebirth of the city of Milan. Through this movement we are planning a whole series of events with the support of the Milan City Council. Our desire is to make Milan more alive than ever in September, creating collaborations with food and design, representing the excellence of the Italian lifestyle. Foreign buyers have always loved the city of Milan, which is one of their favourite destinations, not just for buying, but also to soak up the Italian lifestyle”.

White’s digital projects are going full steam ahead and his team continues to work on developing his companies’ storytelling and communication, via the digital channel and with the hope of a resumption of the physical fair in September 2021.

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Fashion

Nilit partners with The Ocean Foundation

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Image: Sensil Facebook

Nylon brand Nilit has partnered with The Ocean Foundation on its Blue Resilience Initiative.

Joining The Ocean Foundation’s Blue Resilience Initiative, the collaboration aims to protect essential ocean meadows and other coastal habitats. According to Nilit, marine grasslands are being damaged at the rate of two football fields per hour. As important oceanic ecosystems, the grasslands help to reduce global warming by taking CO2 from the atmosphere.

Nilit, which also owns sustainable brand Sensil, has previously stated that protecting the oceans and reducing CO2 is part of its Total Product Sustainability Program. Recently, it reduced CO2 emissions at its main facility, and has utilised clean energy techniques at its manufacturing plants.

“NILIT and The Ocean Foundation can affect both sides of the ocean health equation and, together, make a more substantial impact on the well-being of our oceans and our planet,” said head of global marketing at Nilit, Sagee Aran.

The Ocean Foundation’s Blue Resilience Initiative focuses on coastal reconstruction and providing carbon offsets for foundations, corporations, donors and events. Its work notes the ecological and social impact that coastal areas have on the world, with man made infrastructure degrading nature’s natural defense mechanisms. The Blue Initiative seeks to restore and protect these coastal habitats.

“We are excited to join in The Ocean Foundation’s crucial work to protect the marine ecosystems that sustain life in the oceans and on land,” said Aran. “The Ocean Foundation investment, we have expanded our vision far beyond the traditional supply chain structure so that we can more rapidly and effectively bring about positive environmental impact.”

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Nordstrom and Nike partner with Black Owned Everything

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Image: Nordstrom x Nike x Black Owned Everything
Image: Nordstrom x Nike x Black Owned Everything

Multibrand retailer Nordstrom has launched a partnership with marketplace Black Owned Everything, a platform promoting Black-owned businesses, and its founder Zerina Akers.

The collaboration sees Akers and Nordstrom come together on a curated selection featuring four Black-owned brands, displayed alongside new Nike and Jordan collections in the Nordstrom x Nike dedicated online space.

Labels included in the curation are William Okpo, Sammy B, L’Enchanteur and handbag designer Brandon Blackwood.

Image: Nordstrom x Nike x Black Owned Everything
Image: Nordstrom x Nike x Black Owned Everything

“When we launched Black Owned Everything back in February of this year, partnerships like Nordstrom x Nike were exactly the type of activations I had in mind to amplify the reach of the Black designers whom I work with and mentor,” said Akers, in a release.

She continued: “This intersection of well-established brands and emerging designers is where the progress of Black Owned Everything’s mission takes place.

“The inclusion of these selected designers is a big step for their individual career paths and an even bigger step in the right direction for the American marketplace and beyond.

Image: Nordstrom x Nike x Black Owned Everything
Image: Nordstrom x Nike x Black Owned Everything

“This curation is a fun mix of fashion and lifestyle pieces for the people who are keen to street trends and enjoy functionality.”

Simultaneous with the online presence of the collection, Black Owned Everything merchandise will also be available at four Nordstrom x Nike pop-ups in US-based Nordstrom stores.

Image: Nordstrom x Nike x Black Owned Everything
Image: Nordstrom x Nike x Black Owned Everything
Image: Nordstrom x Nike x Black Owned Everything
Image: Nordstrom x Nike x Black Owned Everything
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Sustainable flea market site Farly to launch in UK

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Image: Farly
Image: Farly

Fashion marketplace Farly has announced it is set to launch in the UK on November 11, bringing its flea market approach of resale to new vintage-loving consumers.

Marketed as a virtual flea market, the site hopes to reinvent shopping in a fun and carefully curated way. Its concept revolves around virtual shop windows and mood boards intended to inspire visitors.

Farly looks to appeal to independent sellers, small retailers, artists and curators, providing potential users with the option to design their own shop window through image uploads and editing tools, helping to enhance their offering.

Image: Farly
Image: Farly

“As the world prepares for the United Nations Climate Change Conference (COP26) summit this November, the importance of climate change and looking after our planet has been more prominent than ever,” stated Farleigh Hungerford, Farly’s founder, in a release.

She continued: “Farly only encourages the sale of vintage, pre-loved and second-hand items and we really encourage sellers to have sustainability at heart, from packaging to thinking about the origin of the product all the way to the end of the items’ life cycle.

“Farly adds to this message with the core values at the heart of the business, encouraging users to re-use, recycle and restyle.”

The platform will also feature a reward system, called Farly Points, where sellers can earn points through promoting sales from curated items in their virtual shop windows. Building up points can contribute to discounts for users with the monetisation of their displays.

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