Italy that hosts most of important brands from the world of textile and apparel has an effective position with added-value collections instead of intensive and cheap production, nowadays. Italy that saves itself with quality accepted brands and with their added-value production from Asia and other regions has important fairs in the sector, at the same time. Milano Unica that includes all fabrics and accessories has an important position within these fairs includes all segments of textile production process. Actually, Milano Unica which is formed with fabric and accessory fairs from 4 different segments achieves to attract global market.
While Moda In stands out as a fair of avant-garde items those can be trend of next season, Ideabiella draws attention as a fair of collections for prestigious men and women wearing fabrics. Exclusive women collection takes part in the fair of Ideocomo. Traditional and innovative shirting fabrics meet with visitors at Shirt Avenue. Turkish publisher Textile Dunyasi which has participated in the fair held in Fiero Milanocity, 14th edition, from 7 to 9 February has attracted intensive attention. 440 exhibitors in Milano Unica that has experienced 10 percent visitor increase comparing with previous year, have presented their 2013 Spring-Summer fabrics and accessories. Silvio Albini, President of Milano Unica, has responded our question about Milano Unica whose next edition will be organized from 11 to 13 September.
Albini has said 4 fairs in Milano Unica, which Ideabiella, Ideacomo, Moda In and Shirt Avenue, came together under a single roof. Alibini who has underlined these fairs were organized independently in different place and different date, has explained the process of unification in this manner; “They greatly contributed in making Italian textiles famous world-wide. In 2004 the world economy started to change and the company management strategies started to change accordingly. The latter (either Italian or foreign companies) were no longer willing to send many buyers for a long span of time out of office: saving policies became the pillars of the new economy. The four Presidents, listening also to the mood of the exhibitors, soon realized that 4 exhibitions were no longer what the market needed. An important agreement followed, unification capable of preserving each fairs’ identity in one common environment, image and strategy. This proved a winning move, because – it is my personal belief- a sector must think and act as one: synergy is the key word for facing a globalized world”
Albini who has said each fair had its own data bank and its own exhibitors, has marked that all these facts became more stronger by coming together with this unification. Albini who has said exhibitors keep being managed by dedicated Secretariats while clients are managed by a single department has marked the profile or exhibitor has been shaped many years ago. Albini has said; “but we keep welcoming new guests, especially from the “new” markets. They visit us either on their own initiative in response to our marketing strategies, or through standing contacts with the exhibitors.”
Albini who has described Milano Unica as “cutting edge exhibition for its glamour and high quality exhibitors and clients” has said they represent an important industry for the national GDP. Albini who has indicated intensive participation to the biannual editions is the mark of this, has underlined many national and sectoral bureaus and corporations, in particular Textile and Fashion Associations, powerfully support the event.
Albini who has said they give more importance to quality of visitor rather than the number, has said their aim is not numerical growth but is growth of quality. Albini who has said they have experienced an attractive growth in number of quality visitor foreign visitors in last 2 editions kept his word by saying; “Milano Unica trends are particularly appealing for women’s wear, men’s wear, sportswear, the shirting sector and the accessories. They are conceived for our exhibitors and are presented much in advance with respect to the exhibition itself. It is ground and inspiration for the creation of the new textile-accessory collections that will serve the fashion system as a whole. These trend materials are also sold to the final market long after the presentation (in order to give an advantage to the exhibitors) and are purchased by designers internationally.”
Financial Crisis Slowed up the Sector
For the response our question about what happend in Italian Textile sector after global crisis whose most profound wave felt in 2008 and 2009, Silvio Albini has remind there is a slow down in second half of 2011 in terms of industry and it is worried about uncertainties about the 2012 trend. Albini who has underlined
the 14th edition of Milano Unica has essentially confirmed the same number of exhibitors despite of this pessimistic situation has indicated 440 – 76 of which are from other European countries, in line with the number registered in the 2011 February edition. Alibini who has repeated this is a clear sign of confidence for the sector and Milano Unica has said that “Milano Unica has shown it is an important trade, marketing and meeting place for the sector. It is sufficient to understand the fair, organized in Italy, gives importance to high-quality with increasing in number of investor, in particular Italy.”
Albini who has argued that exports of textile towards developed countires from key countries of future as China, Brazil and Turkey outperformed exports of apparel. Albini has said in the same period, this trend showed a decline in traditional markets such as Germany, France and the US etc. Albini who has emphasized the importance of supply chain has indicated that it must be done to strengthen SMEs in European markets. Albini has said “This explains the importance of the Turkish market. As to the exhibitors, despite the good quality standards of some Turkish producers, the situation will not change until Turkey has been allowed to join the European Community. It is, in fact, known that Milano Unica only features collections by producers from EU countries.”
China is in Key Market Position
Silvio Albini who has emphasized the increasing importance of the Chinese market has indicated Milano Unica will be more active for this reason. Albini has evaluated China in this manner; “In the first ten months of 2011, China continued its expansion policy. China’s share is Euro 158 million with a rate of 27.2%. The increase in volume became 21.8%.While we mostly import cotton fabrics from China, Italy mainly exports wool fabrics. Italy exports as combed wool fabrics at 47.4% and carded wool fabrics at 16.6%. China, together with Hong Kong, is Italy’s most important second markets for textiles after Germany.”
Albini who has explained that Milano Unica decided to organize two editions in China, one in Beijing and one in Shanghai, has said they will debut in Beijing at the end of March, from 28 to 30 March 2012, to be precise, in partnership with Messe Frankfurt, with the Milano Unica China pavilion. Albini who has underlined 100 Italian companies will participate in this event has also said “They not only represent the top of the Made in Italy textiles production, but they also represent the most important Italian textile districts.”
Albini who has sign that their aim is not only exhibiting precious fabrics and accessories in this region by transfering Milano Unica to China but also transferring image, style, culture and elegance that has characterized Milano Unica since the first edition to this region. Albini has finished his words by saying; “We are satisfied with this partnership with Messe Frankfurt and are confident that this is just the beginning. I’m sure Italian mills will be represented consistently with their standards of quality, appeal, style, research and service. In fact, Milano Unica will conjugate the Italian lifestyle with business and special services.”
