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Super Trade Show Sees More International Exhibitors, Buyers

MILAN — While international buyers were flocking to Milan for fashion week, the city’s Tortona district was buzzing with Super, the trade show organized by Pitti Immagine and running Feb. 22 to 25, concurrently with White Milano.
“We all have benefited from this creative atmosphere and we are reaping the rewards of our efforts aiming at attracting more buyers from all over the world,” said Raffaello Napoleone, Pitti Immagine’s chief executive officer. “Italian companies are asking to boost the image of Milan as an international fashion crossover, starting from fashion shows to business-oriented fairs, as it’s happening in Paris.”
The increase in the number of visitors was “much better than expected,” noted Napoleone. Super featured 108 women’s ready-to-wear and accessories brands showcasing their fall-winter 2019-20 collections, and 43 percent of them came from abroad. Those brands attracted nearly 5,700 visitors, with a 21 percent increase in buyers compared to the February 2018 edition. Around 20 percent of buyers came from outside Italy, mainly from Japan, France, Germany, Switzerland, the U.S. and China.
International scouting is a priority for organizers, who brought 50 entries to Super. Case in point: Stand, a Scandinavian label founded by designer Nellie Kamras, who played with the traditional concept

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Via:: https://wwd.com/fashion-news/designer-luxury/super-trade-show-sees-more-international-exhibitors-buyers-1203077121/