INSIDE WHITE, MILAN'S FASHION FAIR: WHAT DOES WORK AND WHAT DOES NOT

White‘s latest edition ended few days ago, made it a positive sign on many fronts. In fact, compared to the June 2017 and September 2016 edition, the fair marked +31% for buyers (+ 22% Italians and + 40% foreigners) and +20% for visitors. In total, the number of people who participated among buyers, press and jobseekers reached 26,611. – The numbers of this edition, thanks to the four-day extended timing, give us a great awareness of what White is today and also of Milan’s potential when it comes to team together – said Massimilano Bizzi, patron of the fair.

You can not contradict the numbers, obviously. But along the vast dimensions of the event, this year they have added two areas, Tortona 31 / Archiproducts, and that inserted in the exhibition space within the Camera Italiana Buyer Moda, and meeting the designers that produce in Italy, especially those who are at the beginning of their creative and entrepreneurial activity, the latter factor to keep in mind, feelings seem to contradict this enthusiasm. In particular, during the day of Monday, September 25, there was a steeply low passage of buyers, according to some. But it is plausible, since it was the last day, or half the day dedicated to the fashion week. However, this lack felt even on Sunday, a day usually favorable to buyers visits at fair stands.

Point of view: the administration must rightly illustrate the positive results it has brought home and the designers, some likely to be relegated to positions not too comfortable for potential buyers and perhaps also because they realized that their product proposal was by no means up to the level of competitors, they explain what are their doubts. So who is right? It is not known, but solutions are needed. This is for one reason: to enhance the made in Italy and to increase even more the joint venture not only between White and the City of Milan, but also with the same textile entrepreneurs.

Beyond the business concepts, strategies, and finance, one might try not to distinguish brands that are emerging from the already established ones in different areas (Inside, Basement, Yellow and all others) or who nevertheless produce more industrial collections; but rather combine all the brands that really produce in Italy, separating them from others, and inserting the latter into other categories, perhaps by nationality or by type of fabric, perhaps creating an area of reality that uses only ecological fabrics. But do not make distinctions about their business life, whether they are new to the market, or the cost of each product. This would create a very interesting geography, and above all it would encourage buyers to focus on new brands instead of only the usual ones.

Pointing on buyers and press but also on designers, White’s first true customers, should be the strategy followed by Bizzi and his team who, in honor of the true, have always been beaten to bring out the experimenting side of the kermesse and its protagonists. Truth this, no one wants to deny, but rather advise to reformulate, in a more eye-catching way to the care of the protagonists of the fair, rather than to the shape and structure of the event itself.

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