NEWS

The survey  of the world fair trade is deeply changing due to this continued recession.  Do you feel like outlining a scenario?
Beyond the economic  situation, companies are looking for realism and recession has emphasized this aspect. Nowadays, more than spending for large stands, companies prefer business incisiveness upon the event, which should be at low cost in any case, this allows to invest  savings in communication and   operations  towards  customers.
Communication is priority for a position of reference, that means to give prominence to brand awareness which many companies don’t have. Fabric producers can inform about  the value of their  product  through  the best world brands and if they are manufacturers  through the  best  world showcases and aimed campaigns, not necessarily expensive.

Could you please outline the present  situation of the Italian beachwear sector. What’s the near future?
The show itself is the proof that quality in beachwear is basically Italian, Spanish and somehow  European, the beachwear business has been leading for many companies throughout these last years; nevertheless I should say that the results are positive for the sector despite the global slump. This result originated from a natural creative capacity supported by a well structured territorial chain; this is therefore a competitive sector even for the near future. Anyway, the arrival even in this business segment of chains could change little by little weights, roles and acquired systems. What I notice as communication operator, and what I am saying is not only for the mere interest of our magazines, is that beachwear fabric producers, despite their firepower have never acted to communicate the specificity of their products or of the chain, this has been happening for a few years with MarediModa, but rather they took advantage  from  notoriety coming from the presence of the “big” on the territory . Situations are changing,  big fabric producers from Como are less leading at global level,  today you must do on your own and communicate your own values in the best way…

MarediModa IntimodiModa is an upwards specialized exhibition  where only European companies may exhibit to protect creativity and transparency. Is this a valid formula even for the future?
The specificity of the fair is a winning element and should not be changed, the European uniqueness as well, and for sure even the  rules of transparency and deontology which the selection of the exhibitors  and is based upon. Dates and location are perfect too and in line with today’s market expectations.
Creating  a platform of the European creativity is a top priority today more than yesterday.