The first fashion fair to return to the physical format after the health emergency, Pitti Uomo ends its 100th edition, which took place from 30 June to 2 July at the Fortezza da Basso in Florence, with a satisfactory balance. It was attended by 6 thousand people, over 4 thousand of which were buyers, with an overall percentage of foreign buyers of just below 30%, all attending the fair dedicated to men’s fashion which was held together with Pitti Bimbo. On show the new men’s proposals of 338 brands (including many shoes) that participated both at the Fortezza and on the digital platform Pitti Connect. In addition to European countries (Germany, France, Switzerland, Spain, Austria, Holland, Belgium, Russia, Poland, Greece and Portugal in the lead), buyers arrived from the United States, as evidenced by the presence of well-known department stores such as Bergdorf Goodman and Neiman Marcus, from Canada and Turkey. Also European representatives from major Asian department stores and retail groups attended the event.
All in all, therefore, a fair with a positive sign, albeit far from the exceptional pre-pandemic numbers, during which emerged the desire to meet again face to face and the determination of the operators to look forward with optimism.
As for the economic situation, the men’s fashion sector balance registers a decline in turnover equal to -19.5 per cent. The turnover drops to 8.1 billion euro, losing almost two billion in twelve months. Despite everything, exports maintained their strategic role for Italian men’s fashion, contributing to 71.7% of turnover. On an annual basis, however, exports of the sector fell by -16.7%, passing to 5.8 billion euro (1.1 billion less in one year). As far as the domestic market, with reference to the calendar year 2020, purchases of men’s fashion by resident Italian families show a deterioration accounted for at -30% according to the surveys carried out by Sita Ricerca on behalf of SMI.
Luckily, 2021 started with some signs of recovery and above all with renewed international market interest. Between January and February 2021, foreign sales still registered a variation of -19.5%, but it was the month of March that marked the rebound. Compared to March of last year (we recall, though, that the first lockdown had started from day 9), exports grew by + 45.4% (+183.7 million in absolute terms).