Virtual trade shows are becoming increasingly popular within the fashion industry, as evidenced by the success of Pitti Immagine’s new platform, ‘Pitti Connect’. However, according to Agostino Poletto, the general manager of Pitti Immagine, virtual trade shows will not completely replace physical events. Pitti Connect was recently launched to host digital versions of Pitti Uomo, Bimbo, and Filati trade shows.
Since its inception, Pitti Connect has seen over 70,000 site visitors and almost 700,000 page views. The average visitor duration on the platform has increased to two and a half minutes, showcasing a higher level of engagement compared to other virtual trade shows. This success is attributed to the platform’s unique profiling service and engaging editorial content, which keeps users coming back for more.
One of the key strengths of Pitti Connect is its continuity, offering new content and editorial projects over a three-month period. Beyond being a simple catalog, the platform provides valuable insights into upcoming trends and expert opinions within the fashion market. Through detailed buyer profiling and personalized experiences, Pitti Connect ensures that exhibitors and buyers connect with the most relevant brands and products.
Despite the advantages of digital platforms, Poletto stresses the importance of physical trade shows. While virtual trade shows provide convenience and essential information, physical events offer unique opportunities for discovery, interaction, and networking. The live experience of a trade show facilitates spontaneous encounters and personal connections that are crucial for the industry.
The diverse audience of Pitti Connect includes visitors from Italy, the United States, the United Kingdom, Germany, and Japan. While concrete orders may not be the primary focus at this time, the platform serves as a valuable tool for building connections and generating interest in exhibitor offerings.
Looking forward, Poletto envisions increased collaboration between trade show operators and industries interested in virtual trade show models. The success of Pitti Connect has garnered interest from sectors like textiles, design, ceramics, and automobiles, indicating a potential digital transformation across various markets.
As the fashion industry navigates through uncertainty, the role of virtual trade shows will continue to evolve alongside physical events. While digital platforms offer innovative solutions, physical trade shows remain crucial for fostering creativity, relationships, and business growth within the industry.
To learn more about virtual trade shows in the fashion industry, check out these helpful links: Link 1 and Link 2.
