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Published
Oct 23, 2012
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Intertextile and Milano Unica sign a three-year deal

Published
Oct 23, 2012

Messe Frankfurt, the organiser of Intertextile Beijing and Shanghai, has signed a three-year deal this morning with Milano Unico and the CCPIT (China Council for the Promotion of International Trade) sub-council.

The signing of the agreement in Shanghai (photo: FashionMag.com)

The Italian trade fair will be showing in China until October 2015. However, Silvio Albini of Milano Unica assures that this is only the first step. China is the second largest importer of Italian fabric in the world. “The number one is Germany,” says the president smiling at the German Messe Frankfurt team. As for the content of the deal, Detlef Braun from Messe Frankfurt isn’t one to leak details but told us that this deal is built on a strong sense of partnership.

Making its debut this past March at Intertextile Beijing, Milano Unica has arrived rather late to the Chinese trade show scene, with other European shows such as the French Première Vision having been present in Asia for quite some time. However, Milano Unica is growing quickly. This time around in Shanghai there are 124 Italian exhibitors present, 30% more than in March.

This late arrival however, means some brands have already formed solid relationships with textile suppliers. “The first Zegna store opened in China 21 years ago. In terms of our fabric provisions, we already have long-standing and efficient relationships in place,” says Franco Ferraris, CEO of Lanica Ermeniglio Zegna.

As you wander the area designated to European exhibitors, it is clear to see that this particular section has become much more upmarket since the arrival of the Italians, much to the delight of the other exhibitors. “It is difficult to enter the Chinese market but the Italians have done a good job in trying to alter Chinese taste and design. They have managed to convince the Chinese to adopt the ‘Italian way’,” explains Dormeuil, an exhibitor.
A journalist at the event summarizes his sentiment on the matter: “Five years ago, this show was focused on helping foreigners discover what Asia has to offer. Today, the show is starting to meet the needs of the growing number of Chinese brands.

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