The rebound of the fashion system was expected, almost physiological, after the record drop in 2020, annus horribilis for the entire supply chain, with a turnover down by 25% compared to almost one hundred billion in 2019. But the data announced in view of the fashion week women from Milan, more than a rebound certify a V-shaped recovery: the first half of 2021 closed with a growth of 24%, recovering a good part of last year and at the end of December an increase in turnover of more than 20% is expected , which will bring pre-Covid levels very close. It is not just a recovery in manufacturing and in store sales: fashion shows and physical events are also part of the virtuous circle that is bringing textile-fashion-accessories (TMA) out of the tunnel, which will return for the first time from 21 to 27 September time from February 2020, to be more numerous than the digital ones, to open a window on the collections of spring-summer 2022.
Exports to non-EU countries are growing
“According to the numbers for the first five months of 2021, the recovery was driven by exports, with an overall growth of 27.6% and 34.3% to non-EU countries alone – explained Carlo Capasa, president of the Chamber of Fashion, which organizes the four Milan fashion weeks -. An increase in exports close to doubling towards China, which registered + 93.9%. The general picture is positive and leads us to optimism: all the top ten markets for Italian fashion, with the exception of the United Kingdom, recorded significant increases in trade flows ».
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According to Capasa, the rebound is closely linked to the vaccination plan and the European green pass: “As happens these days for the SuperSalone del mobile and the events in the city, green certification will be required to access fashion shows and presentations and, as we hoped, no one has shown perplexity, from Italian and foreign buyers to the owners of locations, boutiques, showrooms ». There will be many physical events to participate in thanks to the green pass and arrivals, even from abroad (excluding Asia and China), will reach at least 10 thousand, thanks to the collaboration between the Chamber of Fashion and the Ice Agency and with the support of the institutions , from the Municipality of Milan to Confartigianato Imprese.
The shows in presence surpass those in digital
“A year ago we were perhaps a bit deluded that we were close to exiting the pandemic tunnel, but in fact the fashion shows in the presence of the fashion week of September 2020 were few – underlined Capasa -. The calendar of the next fashion week, on the other hand, establishes an authentic new normal: there will be 65 fashion shows, 42 of which in attendance, almost double the digital 23, and the physical presentations will be 56, almost triple the digital ones. The total of events in the six days of the fashion week are 173, 125 physical and 46 digital ».
The expected return to sociability is welcome, but technology has certainly not exhausted its role, recalled the president of the Chamber of Fashion: “During the pandemic we have perfected the internal platform and, I believe, made the same efforts and progress. everyone, as individuals and as companies. Each event on the calendar can be followed or reviewed at the address milanofashionweek.cameramoda.it“. A technological touch is also that of Urban Vision, which will return to project the fashion shows on a large screen in Piazza San Babila in high definition. Last but not least, the recent opening of the TikTok @cameramoda profile, already active with teaser content. A very long list of initiatives in support of young people, the result of collaborations with Italian and international schools and institutions.