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Pitti cancels all further shows for 2020 to re-set for January 2021 and focus on digital

Tom Bottomley
05 June 2020

The board of directors of Pitti Immagine, the organisers of Pitti Uomo, Bimbo, Filati, Fragranze and Super, has decided to not go ahead with its physical fairs that were re-scheduled for this September due to the coronavirus pandemic.

They will instead focus on the Pitti Connect digital platform and look to January 2021 to put on shows again.

Following a lengthy discussion, based on the information provided by the CEO, Raffaello Napoleone, and by the general manager, Agostino Poletto, the board acknowledged the “insufficient number of confirmations of attendance,” as well as the ongoing state of difficulty for the brands and buyers.

Claudio Marenzi, president of Pitti Immagine, says: “This was a very painful yet inevitable decision dictated by the conditions of operational and economic difficulty in which the majority of the manufacturing companies and retailers find themselves, and by the uncertainties that continue to persist regarding traveling from one country to another, including quarantine restrictions, which have obviously heavily conditioned the plans of international buyers.”

Raffaello Napoleone adds: “We will now be putting all our resources into the Pitti Connect digital fairs, for which we will be receiving decisive help from the Italian Trade Agency.

“We are very confident in our ability to offer companies the real Pitti service which is capable of meeting their business, promotion and communication requirements, especially in this part of the season. Their opinion on the new functions of the platform in these last few weeks and months has been decidedly positive.”

The new digital platform will be active and can be visited from the end of June in order to help brands comply with the traditional timings of the sales campaign, and it will be extended through the whole of September.

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