Milano Unica reports 15% rise in international visitors

20 Feb '06
3 min read

Five traditional appointments with 'Made in Italy' textiles: Ideabiella, IdeaComo, Moda In, Prato Expo and Shirt Avenue, which animated the new Pavilions at the Fieramilano Rho-Pero headquarters, celebrated the successful second edition of 'Milano Unica', the unique Trade Fair focusing on quality Italian and European textiles.

Official closing data showed record fair attendance at 30,176, even though the Spring-Summer appointment usually attracts fewer fairgoers than the winter presentation. The first edition in September 2005 registered over 27,500 visitors.

The participating firms, all of superior quality, numbered over 16,568, with 5070 foreign (+15.41 percent). Figures showed a significant increase in visitors from developing countries China, Hong Kong, India and Brazil together with a return of buyers from important, habitual markets like Japan and the United States, but moreover, European buyers from Spain (+34 percent), Germany (+35 percent) and Great Britain (+26 percent).

This successful outcome was made possible by the intensive promotional campaign organized in collaboration with the Foreign Trade Commission (ICE), including a series of road shows that touched down in Barcelona, Dusseldorf, London, Paris, Seoul, Shanghai, Tokyo and New York.

The support of the Ministry of Industrial Production has also been a decisive factor.

"As far as attendance is concerned – explains Paolo Zegna, spokesman for Milano Unica – the emphasis on quantity (+15% international visitors) and above all, on quality (+15 percent foreign firms, +6.4 percent total firms), is highly significant for the textile industry.

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