Pitti Immagine forced to cancel physical events

By

Elena Passeri

Translated by
Isabelle Crossley

Published
Jan 18, 2021

The Pitti Immagine team has had to throw in the towel for its upcoming offline events. The Italian trade show organiser had previously planned to bring together its Pitti Uomo, Pitti Bimbo, and Pitti Filati exhibitions in Florence from February 21 to 23.

The new Decree of the President of the Council of Ministers (DPCM) was signed on January 14 and valid from January 16 onwards. It validated various measures aimed at containing the Covid-19 pandemic including extending the suspension of the organisation of trade shows in Italy until March 5, 2021. Pitti Uomo, Pitti Bimbo, and Pitti Filati will thus all take place in a digital format on the Pitti Connect platform. The commercial and communications content for Italian and international participants will remain online until the beginning of April. 
 
“In recent weeks, the chances of holding physical trade shows had clearly diminished but we had decided to keep the option open until the official confirmation of the suspension,” said Raffaello Napoleone, chief executive of Pitti Immagine. “Despite our doubts, we felt the desire of our exhibitors and buyers to meet in person, directly.” The executive aims to continue his unifying role and is inviting brands and buyers to get involved this season, even if their exchanges are just digital. 

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“This is neither to show superficial optimism nor stubbornness,”said Napoleone. “I call to mind the advise of volleyball coaches to their players: ‘Even if now it is almost certain you will lose the set, score as many points as you can and stay upright- this will send a signal to your opponents that you will continue to fight in the next set.’ We will play the next physical set this summer and in the meantime we would like to continue scoring points. For Pitti Uomo, we can count on the participation of around 250 businesses which will certainly continue to accompany us in the future as well.” Napoleone also shared that events broadcast live on the net are being met with a good audience recently.