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Milano Unica sees 13.3% rise in visitors
Mar '14
The trade show dedicated to Italian high end textiles and accessories is confirmed as the flagship event for the entire Chinese high end apparel industry. 
The trade show showcased the S/S 2015 collections of the Italian textile supply chain, the world’s most important in terms of quality, service and creativity. The 124 exhibitors from all of the Italian textile districts brought the excellence of the Made in Italy products to China with an increasing number of textile manufacturers specifically dedicated to womenswear.
The biannual event was made possible thanks to the financial and organizational collaboration of the ICE Agency in China, which provided prompt and effective services, leveraging on its inside knowledge of the area and the expertise of its personnel. 
Thanks to the support of the Italian government and the local ICE offices, Milano Unica China is gaining in importance in a market that was considered impenetrable just two years ago. 
Making a comparison between visitor data on a year on year basis, the March edition ranked first with 3,400 visitors, +13.3% against March 2013. If compared to the October 2013 edition, showcasing the F/W 14-15 collections, attendance was steady. 
This data is very encouraging, because it confirms the trend of the Chinese market. In fact, it reflects the increased quality of Chinese apparel production, increasingly oriented towards higher standards in terms of quality, innovation and service.   
Therefore, the answer to the needs of the luxury end consumers of the world’s soon to be largest economy, who have become very sophisticated and demanding in terms of product traceability, seems definitely to be Italy.  
The responses provided by womenswear and menswear exhibitors regarding visitor traffic indicate an increasing interest in womenswear. Milano Unica China started as an event mainly dedicated to menswear, but now it is registering the same change reflected in the Chinese market. Womenswear is posting significant growth and increasing its market share.   
Numerous Milano Unica exhibitors emphasized the increasing professionalism and competence shown by buyers, who are now capable of fully understanding the refined innovations brought about in the industry.
It is interesting to also highlight the increasing presence of international buyers from other Asian markets, like India, Japan and Australia, in addition to Russia, the US and Scandinavia. 

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