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Pitti Immagine Plans Online Marketplace to Enhance Fall Shows

Like many event organizers, Pitti Immagine has had to get creative in its approach to connecting with the fashion community during COVID-19.

The Italian trade show organizer announced the upcoming launch of Pitti Connect, a digital platform that will provide networking and educational opportunities for exhibitors and attendees ahead of September’s scheduled Pitti Immagine fairs. Shows include Pitti Immagine Uomo, Pitti Bimbo, Pitti Filati, Fragranze and Super.

“We know all about the priorities and the challenges that fashion companies and brands are facing at this time, because we at Pitti Immagine are experiencing the same ones,” said Raffaello Napoleone, Pitti Immagine CEO, adding that the pandemic has caused the industry to double down on technological innovations. “We want to offer the very best existing technology with a totally new platform and an editorial layout that is rich in content, just like a regular magazine.”

Pitti Connect does not serve to take the place of the in-person events, but rather enhance the experience in the months leading up to them. Users can access the platform’s community of nearly 150,000 buyers and use it for scouting and research, contacting exhibitors, planning meetings and viewing collections. They can also tap into the platform’s marketplace to generate new business opportunities and receive orders according to the traditional fashion schedule.

While the service, which is set to go live at the end of June, could help businesses stay on traditional timelines, it could also be a vital platform for connecting the industry and making necessary changes.

Pitti Immagine is not the only trade show organization turning to digital methods of connection. In lieu of Kingpins Amsterdam, the organization debuted Kingpins24, an online event with webinars and presentations from professionals throughout the denim supply chain. The event’s success prompted its return in June.