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14.03.2018 | Наталья Кулагина

Milano Unica Shanghai – season results

The XIII season of Milano Unica Shanghai has ended. The exhibition was held on March 14–16, 2018 at the National Exhibition Center and showed a significant increase in attendance of 12% compared to 2017. China and Hong Kong have once again confirmed their position as the main export market for the Italian textile industry, whose experience and customer level are constantly growing. For 11 months of 2017, the export of Italian textiles to China, especially from expensive natural fabrics, shows a steady increase, increasing almost 2 times. According to Ercole Botto Poala, President of Milano Unica, this is evidence of China's growing interest in high quality.





44 companies presented their collections SS 2019 in Milano Unica Pavilion– a stylish space that promotes contact between Italian textile companies and the Chinese market in order to further develop mutually beneficial contacts. This became possible thanks to organizational cooperation with the ICE Agency and with the practical support of the Italian Ministry of Economic Development.


After a temporary downturn, Chinese consumers returned to the luxury goods and luxury goods market with renewed interest. Last year, the growth rate exceeded 20%, mainly supported by young consumers (millennials or generation Y), who provide about 30% of market demand. They have a higher solvency, are well aware of fashion trends and are increasingly focused on personalization. Since childhood, having absorbed the high standard of living of their parents, now they themselves are looking for high-end goods. "The agency ICE is following this evolution with particular interest, as this trend opens up great opportunities for Italian enterprises," said Massimiliano Tremiterra, Director of ICE Shanghai.





In general, Chinese buyers are traditionally technology-oriented, and currently they are showing increasing interest in high-tech products, including textiles, forcing the entire market to quickly adapt to demand.





High technology was the key motto of the 26th season of Milano Unica in February last year, as well as sustainability. What is the view of the Chinese market on the concept of "Save the Planet", which is the main one in the season SS 2019? Clearly, the Chinese position on these aspects is not as strong as on technology, but, of course, changes are taking place for the better, and Italian textile manufacturers who create their collections based on sustainable principles have hope that the growing public consciousness in China will accept this concept with no less enthusiasm.





It should be emphasized that textile exports to China are direct due to the growing awareness of local fashion houses and evolving consumers, and indirect due to the consumption of Italian and foreign clothing made from Italian fabrics. Using the commitment of the textile fashion sector to the realization of the motto "Save the Planet", we will be able to promote a culture of sustainability in China, increasingly supporting another value Made-in-Italy, which unites numerous the advantages already offered by the production, – said Ercole Botto Poala.


The next Milano Unica Shanghai exhibition will be held from September 27 to September 29, 2018. 


Photo: Milano Unica, shutterstock